The notion of "Attention Web" which decides the appeal power of net advertisement not by PV number but by degree of attention

ByTim Franklin Photography

In the Internet advertisement, "the number of times of viewing (page view: PV)" which is the number of times the viewer clicked the page and opened it is the advertisementAppealThe dominant idea that it is important to measure advertising is often the case that advertisement delivery fee can be decided on the basis of PV. However, the effect of net advertising is determined not by PV but by "how much gaze is"Attention Web"The idea of ​​a new proposal has been proposed.

Chartbeat CEO Tony Haile: What You Get Wrong about the Internet - TIME
http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

Data analysis / consulting company providing data to more than 4000 media including Time magazine etc.ChartbeatAs a result of analyzing the total of 2 billion PV of 2,000 sites / 580,000 pages, Tony Haelyi of CEO, as a result, many of the "myths" believed in the world of net advertisement can correctly capture effective advertisements We are making a shocking announcement that we can not do it.

Harye CEO thinks "Attention Web" which infer the advertising appeal power from the viewpoint of "how much page is being watched" based on the page staying time and the number of times the user has returned to the page again We are proposing a new idea, Attention Web's way of thinking raises questions about the authenticity of the four myths in the world of net advertisement.

◆1: Myth that "clicked times = number of times read"

ByFrancisco Javier Argel

According to the concept of attention web, even if it is clicked on, the page which is truncated without attracting interest of the viewer is considered "not attracted page", so its appealing power is not high. For this reason, the indicator of page stay time is adopted to estimate appeal.

For PV faith, there is a precondition that "the number of clicks has been counted as the page was read". However, Hayei believes that this prerequisite is fundamentally a mistake. From data analysis statistics,In general, the number of PV is large, 55% of what is commonly referred to as "highly appealing page as advertisement medium", the visitor's staying time is less than 15 secondsIt is said that it became clear. The page that visitors stay only for less than 15 seconds is that they are "pages not noticed" that came out earlier.

Furthermore, from the results of the data analysis, it is said that the rate at which the reader reads again the page with the average staying time of 3 minutes was twice the page of the average stay time of 1 minute. For these reasons, Hiyri said, it can not be said that the number of PVs is high = appealing power is high.

◆2: Myth that "more pages are shared, more are read"

ByThomas Hawk

Many people believe that more pages are more likely to be viewed on Facebook, such as being clicked on "likes" or tweets on Twitter.

As a result of data analysis, Facebook's "Like" is clicked on 100 times of page browsing on average 8 times, on Twitter it is tweeted once on average. However, it turned out that the page gathering "nice" 100 times has a shorter stay time than the "nice" fifty pages. Also, it is clear that the average stay time was five times longer than the page with the most tweets, for pages with the longest average stay time.


Haelyi,There is no correlation between the number of times to be shared and the attention degree of the pageI am concluding.

◆3: Myth that "article advertisement is effective"

ByMary Anne Enriquez

To advertise on one of the Internet advertisements while taking the appearance like a regular article at first glanceArticle advertisement"there is. Posting article advertisements on people gathering sites is considered to have high exposure and appeal, and it is popular among a number of advertisements, but based on the attention web's attitude, Haoryi appeal power of article advertising I have a doubt.

From data analysis, it is clear that about two-thirds of regular articles have a staying time of 15 seconds or more, whereas article advertisements show that only one-third of those with a staying time of 15 seconds or more It is.

Also, in Attention Web, there is an index of the amount of page scroll, and there is a notion that the page which scrolls to the end is the page which the viewer is paying attention to. Examining the data on this page scroll amount,While the percentage of articles scrolled to the end was 71% as being an ordinary article, while 24% was article advertisementAnd that.


However, Hailei does not deny itself that the article advertisement is effective and appealing for exposing services and products targeted for appeal, and the media does not deny that the article advertisement is "advertisement" to the viewer It is required to strive to take a unified notice not to be noticed, and sponsors who advertise also abandon an easy idea that article advertising appeal should be high simply by being famous media I am ringing a warning bell.

◆4: Myth that "Banner advertisement is ineffective"

ByLane becker

Perform in a form linked to the siteBanner advertisement, The idea that the appeal power as Internet advertisement is low is becoming popular from the data that on average only less than 0.1% is clicked. However, Hayei thinks that this way of thinking should be reviewed.

Haelyi, first of all,Banner ads are appealing just being displayed even if they are not clickedI said. It is known that the fact that the brand and service name and logo are known itself is meaningful as an advertisement, and this degree of knownness is proportional to the time displayed on the page. According to a study, those who saw the page on which the banner advertisement was displayed for 20 seconds, said that 20% to 30% of the advertisement became easier to remember. That is,Banner ads are appealing just being displayed even if they are not clickedHayei is thinking.

In addition, Hailei says that more attention should be paid to "position of banner advertisement". As a result of data analysis,Readers are spending the most time going by about one-third rather than at the top of the pageIt turned out to be. Based on these data, we need to examine carefully where to place banner advertisements effectively in order to expose them for a long time.


◆Conclusion
As stated above, Hailei CEO is unable to produce highly appealing advertisement by PV dependent method, which has become mainstream in conventional Internet advertisement, so both sponsors who advertise media and advertisements, We should conclude that emphasis should be placed on indicators such as re-visit rate.

As the saying "time is money", time is a limited resource that decreases even if nothing is done, so even if people consume time with the content on the net, it is better to have a better quality thing It should devote much time. If people are gathering on sites or services that produce great content, the value of that site / service will be increased and become an advertising medium with high appeal and advertisement will be gathered and money will be added to sites and services Heilly CEO says that it will lead to the appearance of many excellent contents.