ona 2015 – can you have their attention please?

Tony Haile Nik Nadolski

@arctictony @niknadolski

chartbeat.com @chartbeat

Can You Have Their Attention Please?

HOW TO GET AND KEEP YOUR READERS READING.




Tony Haile & Nik Nadolski CEO & Chartcorps Strategic Lead

CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeatDATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat

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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat

We’ve learned a lot this year… e.g. WE’VE GOT GRAPHS!

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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat

The predominant actions on desktop and mobile are very different.

We see that almost 90% of the time an event is fired on a mobile device, we record a scroll event. In contrast, on desktop, scroll events comprise less than 40% of events.

User Actions by PlatformCONFID

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The majority of clicks happen at page depths of 400 to 600 pixels, where most main content links are located.

Visitors are far more likely to click to the next piece after completing an article.

Where Do Visitors Click?CONFID

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Larger links, like headline articles tend to drive greater traffic.

As a link’s area grows, generally so does the clicks per active visitor.

Where Do Visitors Click?CONFID

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Cracking Dark Social

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Cracking Dark SocialCONFID

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The problem of dark social is becoming more widely acknowledged throughout the industry.

Dark social accounts for 20% to 40% of overall external traffic to articles on the web. (We’re trying to do something about that)

Dark social traffic closely correlates in time with other attribution sources.

Look carefully at traffic patterns among the articles on your site. You can explicitly attribute much of this traffic to the correct sources.

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Engaged Time and Comprehension

A detail question asking about a fact from the first paragraph of the article.

A detail question about a fact from near the end of the article.

An “attention check” designed to weed out respondents who were not reading the questions.

A conceptual question asking for a summary of the author’s thesis

An opinion question relating to the author’s message.

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Engaged Time Affects Reading Comprehension

Readers spending more than a minute were almost twice as likely to recall specific facts about the article as readers who spend less than 15 seconds (typical).

Readers who spend more time engaged are more likely to agree with the author’s conclusions

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Nik Nadolski Chelsea Regan

[email protected] [email protected]

@chartbeat @chartcorps

Woah… that was a lot of graphs. QUESTIONS?

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Insights from our partners… BECAUSE WE LOVE THEM :)


Insights from Our Partners

Who gives a sh*t?

Experience on mobile matters.

Punting the social ball.

If they’re new, do they care?




Nik Nadolski Chelsea Regan

[email protected] [email protected]

@chartbeat @chartcorps

So – what next? WE’VE GOT SOME COOL STUFF?

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Can We Make Quality Pay Online? SUBTITLE WITH SOME EMPHASIZED WORD

DATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat

Clicks are not enough; your most successful headlines are those that grab users’ attention and position engaging content. Engaged Headline Testing ensures your headlines do both.

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Engaged Headline Testing

High clicks with low engagement might mean that the headline didn’t communicate the message of the article.

Is your headline too sensational, too much of a stretch? Low clicks with high engagement can tell you that the article could use more exposure.

Have you shared it on social media, are you linking to it from your home page or other article pages?

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Engaged Ad Refresh YOU HAVE QUALITY CONTENT. WHY NOT MONETIZE IT?

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“View-ability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”

— David Payne, Chief Digital Officer, Gannett


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If the audience is engaging with content while an ad is in view, they’re more likely to meet and surpass the one-second view-ability requirement.

Better performance will then increase demand for those ad placements, thus making ads integrated with premium content more valuable.

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Engaged Ad Refresh

Visitors have to see an ad for a minimum amount of time before it refreshes — a minimum amount of Active Exposure Time.

Partners have increased their viewable inventory by over 10% by using Engaged Ad Refresh

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Engaged Ad Refresh

Carve more quality impressions from the time an engaged reader is spending on your site.

Create more viewable inventory overall.

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Historical Reporting

Track each writer’s uniques, total engaged time, section- performance and goal-based stats.

Get site design guidance.

Replace the traditional, time-consuming tools.

Pull custom reports that integrate DMP audience demographics data.

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What We’re Exploring

Integration, Automation, and Personalization

Trending Topics & Real-time Curation

Video Engagement & Monetization




Questions? WE KNOW YOU HAVE THEM.




Thank you!

ona 2015 – can you have their attention please?

Data & Analytics