El tiempo y la influencia social, nuevas métricas de los medios digitales

En los últimos meses las métricas acaparan la atención de editores, agencias y anunciantes. La visibilidad  (viewability) es uno de los conceptos que acaparan más atención de la industria de los contenidos digitales, pero el tiempo y la influencia parece que pueden evolucionar positivamente y mejorar las espectativas de todos los actores involucrados en el negocio publicitario online.

 

Desde hace años los editores y anunciantes utilizan la métrica del coste por clic (CPC) en la publicidad digital, es decir, el anunciante paga al editor cuando el usuario hace clic en el anuncio. Ahora el tiempo de atención parece que podría dar un giro a la medición con la nueva métrica que ensaya desde hace meses el Financial Times, el coste por hora (CPH).

 

“El CPH valora la calidad de los contenidos frente a la cantidad, o el compromiso real del lector frente  a los clics”, según explica el Financial Times en un post sobre el ensayo que ha desarrollado el diario económico durante casi un año con una decena de anunciantes y que ha mejorado los ingresos publicitarios sobre la medición tradicional.

 

El ensayo revela que el tiempo como herramienta de medición mejora “hasta un 50% el recuerdo de marca” para los anuncios que se ven durante 5 o más segundos por el usuario a la vez que asegura la visibilidad.

 

La otra variable que utilizan cada vez más los editores para medir la influencia de su medio o de las noticias que publica es el impacto en redes sociales, según recoge Digiday.com.

 

Hoy, analizamos en profundidad a través de una serie de noticias y artículos de opinión en qué consisten estas nuevas métricas y las ventajas que podrían tener para editores, agencias y anunciantes.

 

The Financial Times Just Introduced a New Digital Ad Currency, and It Could Change the Web for Good  [inglés]

en Contently.com

The bitcoin of digital ad currencies is here, and it’s being brought to you by your favorite 127-year-old, salmon-colored newspaper. Yesterday, the Financial Times formally announced that it will begin to sell ads based on a new currency: CPH, or “cost per hour.” Instead of selling ads per thousand impressions (CPM) or per click (CPC), as most in the industry still do,FT is betting that selling display based on time-spent with the ad in view will ultimately produce better results for both publisher and advertiser.

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Financial Times rolls out ‘cost per hour’ advertising metric [inglés] 

en Ft.com

The Financial Times today announces the launch of a new digital advertising metric, ‘cost per hour’ (CPH). Working closely with Chartbeat on the new time-based system, the FT is able to increase marketing effectiveness by measuring not just whether an ad is seen or not, but for how long.

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How digital publishers measure their influence  [inglés] 

en digiday.com

In the old days, press mentions and scoops were the currency of publishers. But with the instant, fragmented and compulsively measurable nature of digital media, you might not think old yardsticks would be relevant today. Still, digital natives aren’t necessarily abandoning traditional metrics. Here’s how a handful told us they think about and measure influence.

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The Financial Times bets on new ad format: Brands pay for time, not pageviews or clicks  [inglés]

en Fortune.com

For half a century or so, media advertising has been sold on the basis of “impressions”—that is, the number of people who were theoretically exposed to an advertisement. Even after media started moving online, this practice continued, with many publishers and advertising companies measuring results by traffic or “unique visitors,” or in some cases by clicks. Some media outlets are pushing for better metrics, however, and one of the newest candidates is the amount of time that a visitor is exposed to an advertisement.

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Guardian Labs’ Anna Watkins on discovering the right metrics for sponsored content [inglés]

en Themediabriefing.com

How do you measure the success of a piece of branded content? Publishers have a hard enough time deciding on which metrics are suitable for their own content, let alone that which carries the extra weight of brand advocacy. There’s a growing feeling that there may not be a single metric to measure the effectiveness of sponsored content, but that a more bespoke approach might be needed.

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Changing the metric: What attention time means for journalists [inglés]

en soundcloud.com

When it comes to knowing your audience and measuring success, pageviews and shares can only get you so far. There’s a new metric on the block, and it’s all about time. How many stories on your site are read right down to the last line? What does that mean in a wider sense? And why it is even important? In this week’s podcast, Abigail Edge speaks to three experts about why journalists should care about time metrics

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Time channels radio to boost mobile time spent [inglés]

en Digiday.com

Digital media is going back to the future by channeling the early days of radio by giving digital visitors the option of having the news read to them. Case in point is Time magazine. It’s among a handful of publishers — including The Economist, Forbes and Quartz — that have been creating audio versions of their publications. Basically, a professional voice actor reads stories or, in the cast of The Economist, the entire edition, which is a seven-hour experience.)

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[Fotografía: Paloma A. Rojas]