Measuring interaction in digital publications

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Ed Hewett of Adobe presented on measuring interactions in digital publications. He discussed how metrics can help publishers run their business, engage users, and generate revenue. Hewett presented a case study of Condé Nast which saw a significant increase in content views after implementing analytics. Key metrics for digital publications include unique readers, reading sessions, content views, and total time spent. Adobe's audience certification program provides standardized metrics for digital publishers.

Technology Business

10 – 12 October 2011, Vienna, Reed Messe Wien

Media Port
Session: Innovative Advertising
Title: Measuring interaction in digital publications
Speaker: Ed Hewett, Manager of Digital Analytics,
Omniture Business Unit, USA

Measuring Interactions in Digital Publications
Ed Hewett, Digital Publishing Analytics, Adobe

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Metrics provided by Condé Nast and Adobe Digital Publishing Suite

1000+

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Digital publications unlock new opportunities

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

We’re here, now what?

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

Three reasons metrics matter for digital publications

Run Your Business Engage Users Generate Revenue

reporting & research personalize & optimize ad sales & operations

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Metrics aren’t just about reporting, you must take action

Digital Magazine Content Views (in millions)
200

150

100

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

Case Study: Condé Nast

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

Currency metrics for digital publications

Unique Readers
Reading Sessions
Content Views
Total Time Spent

What Metrics Do You think should be included?

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

Adobe’s audience certification program

App SDK
Digital Publications
Adobe Tag
Your Sites, Publications, & Apps

+ Your Data

+ Enforced Implementation Standards
Consistent, comparable measurement

+ Industry Standards
MRC, IAB, …

= Certified Audience Data

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

Adobe’s audience certification program

My Digital Pub

Readers per

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

YOU’RE INVITED
Come join the conversation
tabletmetrics@adobe.com

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

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Measuring interaction in digital publications

1. 10 – 12 October 2011, Vienna, Reed Messe Wien Media Port Session: Innovative Advertising Title: Measuring interaction in digital publications Speaker: Ed Hewett, Manager of Digital Analytics, Omniture Business Unit, USA

6. Three reasons metrics matter for digital publications Run Your Business Engage Users Generate Revenue reporting & research personalize & optimize ad sales & operations © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

7. Metrics aren’t just about reporting, you must take action Digital Magazine Content Views (in millions) 200 150 100 50 0 Jan Feb Mar Apr May Jun Jul Aug Sep © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

14. Currency metrics for digital publications Unique Readers Reading Sessions Content Views Total Time Spent What Metrics Do You think should be included? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

15. Adobe’s audience certification program App SDK Digital Publications Adobe Tag Your Sites, Publications, & Apps + Your Data + Enforced Implementation Standards Consistent, comparable measurement + Industry Standards MRC, IAB, … = Certified Audience Data © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

Measuring interaction in digital publications

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