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
@arctictony @niknadolski
chartbeat.com @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
Larger links, like headline articles tend to drive greater traffic.
As a link’s area grows, generally so does the clicks per active visitor.
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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
Cracking Dark Social
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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
Cracking Dark SocialCONFID
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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
Cracking Dark Social
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
Cracking Dark Social
YAY!CONFID
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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
Nik Nadolski Chelsea Regan
[email protected] [email protected]
@chartbeat @chartcorps
Woah… that was a lot of graphs. QUESTIONS?
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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Insights from our partners… BECAUSE WE LOVE THEM :)
CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
Insights from Our Partners
Who gives a sh*t?
Experience on mobile matters.
Punting the social ball.
If they’re new, do they care?
Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Nik Nadolski Chelsea Regan
[email protected] [email protected]
@chartbeat @chartcorps
So – what next? WE’VE GOT SOME COOL STUFF?
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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
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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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Can We Make Quality Pay Online? SUBTITLE WITH SOME EMPHASIZED WORD
DATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat
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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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Can We Make Quality Pay Online? SUBTITLE WITH SOME EMPHASIZED WORD
DATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat
Engaged Ad Refresh YOU HAVE QUALITY CONTENT. WHY NOT MONETIZE IT?
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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Can We Make Quality Pay Online? SUBTITLE WITH SOME EMPHASIZED WORD
“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
DATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat
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Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Can We Make Quality Pay Online? SUBTITLE WITH SOME EMPHASIZED WORD
DATA INSIGHTS & ONLINE TRENDS By ChartbeatNik Nadolski & Chelsea Regan @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
Title of Slide or Graph
DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
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DATA INSIGHTS & ONLINE TRENDS: By ChartbeatNik Nadolski @chartbeat
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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CAN YOU HAVE THEIR ATTENTION PLEASE?Chartbeat.com @chartbeat
What We’re Exploring
Integration, Automation, and Personalization
Trending Topics & Real-time Curation
Video Engagement & Monetization
Tony Haile Nik Nadolski
@arctictony @niknadolski
chartbeat.com @chartbeat
Questions? WE KNOW YOU HAVE THEM.