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ONA 2015 – Can You Have Their Attention Please?

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How to Get and Keep Your Readers Reading - A Session by Nik Nadolski and Tony Haile.
Social trends, mobile engagement and audience building best practices. Industry insights compiled from the Chartbeat Data Science team + practical audience development tips compiled from our top publishing clients.

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ONA 2015 – Can You Have Their Attention Please?

  1. 1. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Can You Have Their Attention Please? HOW TO GET AND KEEP YOUR READERS READING.
  2. 2. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Tony Haile & Nik Nadolski CEO & Chartcorps Strategic Lead
  3. 3. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeatDATA INSIGHTS & ONLINE TRENDS By Chartbeat Nik Nadolski & Chelsea Regan @chartbeat CO N FIDEN TIAL DO N O T DISTRIBUTE
  4. 4. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat We’ve learned a lot this year… e.g. WE’VE GOT GRAPHS!
  5. 5. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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 Platform CO N FIDEN TIAL DO N O T DISTRIBUTE
  6. 6. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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? CO N FIDEN TIAL DO N O T DISTRIBUTE
  7. 7. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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. Where Do Visitors Click? CO N FIDEN TIAL DO N O T DISTRIBUTE
  8. 8. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik Nadolski @chartbeat Cracking Dark Social CO N FIDEN TIAL DO N O T DISTRIBUTE
  9. 9. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik Nadolski @chartbeat Cracking Dark Social CO N FIDEN TIAL DO N O T DISTRIBUTE
  10. 10. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  11. 11. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik Nadolski @chartbeat Cracking Dark Social YAY! CO N FIDEN TIAL DO N O T DISTRIBUTE
  12. 12. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  13. 13. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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 CO N FIDEN TIAL DO N O T DISTRIBUTE
  14. 14. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Nik Nadolski Chelsea Regan nik@chartbeat.com chelsea@chartbeat.com @chartbeat @chartcorps Woah… that was a lot of graphs. QUESTIONS? CO N FIDEN TIAL DO N O T DISTRIBUTE
  15. 15. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Insights from our partners… BECAUSE WE LOVE THEM :)
  16. 16. 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?
  17. 17. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Nik Nadolski Chelsea Regan nik@chartbeat.com chelsea@chartbeat.com @chartbeat @chartcorps So – what next? WE’VE GOT SOME COOL STUFF? CO N FIDEN TIAL DO N O T DISTRIBUTE
  18. 18. 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 Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  19. 19. 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 Chartbeat Nik 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? CO N FIDEN TIAL DO N O T DISTRIBUTE
  20. 20. 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 Chartbeat Nik Nadolski & Chelsea Regan @chartbeat Engaged Ad Refresh YOU HAVE QUALITY CONTENT. WHY NOT MONETIZE IT? CO N FIDEN TIAL DO N O T DISTRIBUTE
  21. 21. 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 Chartbeat Nik Nadolski & Chelsea Regan @chartbeat CO N FIDEN TIAL DO N O T DISTRIBUTE
  22. 22. 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 Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  23. 23. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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 CO N FIDEN TIAL DO N O T DISTRIBUTE
  24. 24. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  25. 25. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Gray square bullets for first level Everything is vertically aligned • Gray circular bullets for next level. CAN YOU HAVE THEIR ATTENTION PLEASE? Chartbeat.com @chartbeat Title of Slide or Graph DATA INSIGHTS & ONLINE TRENDS: By Chartbeat Nik 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. CO N FIDEN TIAL DO N O T DISTRIBUTE
  26. 26. 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
  27. 27. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Questions? WE KNOW YOU HAVE THEM.
  28. 28. Tony Haile Nik Nadolski @arctictony @niknadolski chartbeat.com @chartbeat Thank you!

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