Las audiencias digitales evolucionan hacia nuevas tendencias en que se valora más el aspecto cualitativo que el cuantitativo. Si hasta ahora las métricas relevantes eran las páginas vistas, cada vez empieza a considerarse más el tiempo de exposición, que se traduce en calidad del contenido y por tanto en calidad del impacto publicitario; una metodología que podría mejorar los ingresos de los editores.
Un ejemplo de esta tendencia se ha hecho pública recientemente con la experiencia del Financial Times, que ha lanzado 17 campañas con 13 clientes, entre ellos BP o Microsoft, en las que los clientes únicamente pagaban si la publicidad tenía una visibilidad de más de cinco segundos. El Financial Times estima que estas campañas cualitativas han generado más de dos millones de dólares que no habría ingresado a través de la medición cuantitativa.
Medidores como Chartbeat empiezan a profundizar en esta tendencia con una apuesta clara por la visibilidad y el tiempo de atención.
The Financial Times has been at the forefront of an industry trend toward time-based ads: The time a consumer is exposed to an ad matters more than the standard cost per impression, the thinking goes. And after nine months of selling on its so-called cost-per-hour basis, the publisher said that (surprise!) it has proof that they work…Seguir leyendo →
The New York-based company, which offers real-time analytics for websites, has in just a few years worked its code into the websites of 80% of the top online publishers, including the one you’re reading right now. It has changed the way they react to traffic data. It used to be that you’d have to wait until the next day for data (pageviews, unique users, et cetera) to understand how stories performed. Then it became the next hour. With Chartbeat, it’s nearly instantaneous. A look at the “concurrents” needle on the Chartbeat dashboard is like staring at a person’s beating heart during an MRI scan…Seguir leyendo →
WPP CEO Martin Sorrell believes that the definition of advertising as we collectively understand it is outdated. Branding needs a rebrand.
In a conversation with Medialink chairman and CEO Michael Kassan at Advertising Week in New York, Sorrell said that advertising today encompasses much more than “traditional creative,” including data, visualization and even health care…Seguir leyendo →
The current media measurement system is need of an upgrade, especially as marketers continue to shift ad dollars to digital platforms, said WPP Chief Executive Martin Sorrell…Seguir leyendo →
“South Korea’s nationwide daily newspaper ‘The JoongAng Ilbo’ sat down with Wolfgang Blau, The Guardian’s digital strategy director, in late June to discuss the newspaper’s successes and the challenges ahead.
Mobile journalism, he said, could “bring about the best writers journalism has ever seen,” with readers’ attention now more coveted than ever before…Seguir leyendo →
This month, at events Dmexco in Cologne, Germany, and ATS in London, there will be a marked focus on publishers and their audience data, especially in relation to walled-data gardens like Google and Facebook…Seguir leyendo →
“South Korea’s nationwide daily newspaper ‘The JoongAng Ilbo’ sat down with Wolfgang Blau, The Guardian’s digital strategy director, in late June to discuss the newspaper’s successes and the challenges ahead.
Mobile journalism, he said, could “bring about the best writers journalism has ever seen,” with readers’ attention now more coveted than ever before…Seguir leyendo →
Audience measurement firm ComScore Inc. agreed to acquire rival Rentrak Corp. in an all-stock deal that aims to reshape the business of sizing up what consumers are watching—and the ads they are seeing—whether on TV, the Web, or mobile devices…Seguir leyendo →
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