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Hearst UK introduces a new metric to woo advertisers
Adtech has been evolving every day with new metrics and laws.
When advertisers started to pay for what’s in-view, viewability became a popular (standard) metric. When GDPR came in, CMP was introduced and the ecosystem went through a change-over. But sometimes, publishers can’t wait for the IAB consortiums to officially declare a metric.
After all, publishers are the one who’s going to put it in practice. So, Hearst UK, a London-based media company started using its very own metric.
EVR (Engaged View Rate) calculates a score once a user has been on a page for at least 30 seconds and scrolled down 75% of the content. This isn’t a metric to woo advertisers who sponsor typical ad units.
“The whole industry has to move to think about quality”
– Clare Gorman, chief operations director, Hearst UK.
Hearst is using it to measure the effectiveness of branded content. If you’re an advertiser running a branded content on any of the Hearst sites, you usually measure the campaign by page views, reading time, bounce rate, etc.
But, there’s no way to know whether the users are viewing the complete content or not. Well, not anymore. With the EVR, it is possible.
Hearst has been working the EVR for the last 8 months and says there are no monetization models around the metric for now.
It isn’t enough to diversify the revenue models (it is necessary to attract buyers with the new promising metrics). Last year, Bloomberg reportedly partnered with a third-party to offer more metrics for its branded contents. Vice followed the same. As a publisher, it is essential to evolve your offerings to fit the buyers’ criteria.
Rhapsocord – A dynamic ad insertion tool for podcasts
We just saw how a media company invented a new metric for itself to run effective campaigns. Now, we’re about to see how a media brand developed its own product to run audio ads.
When a user wants to read your content, he visits your website. New ads will be delivered every time, he accesses your content. But with the podcasts, the scenario is different. In general, podcasts are downloaded and listened by the users which means it is impossible to run fresh ads every time. (The publishers stitch podcasts and ads together when they upload it to the server)
That’s why the majority of podcasters run without ads and some run with stale ads (which doesn’t fit the users at the moment). The Washington Post has their own podcast ‘The Daily 202’s Big Idea’ and they’ve been faced with the similar issue.
For instance, the Post created 42-episode series “Presidential” in 2016 where profiled the US presidents. The series was downloaded over a million times in 2017 alone. As you’ve guessed, people are gonna download it again and again.
Rhapsocord from The Washington Post
To end this issue, The Washington Post’s Research, Experimentation, and Development (RED) team came up with ‘Rhapsocord’, a dynamic ad insertion tool.
Rhapsocord automatically identifies the pre-roll, mid-roll, and post-roll ad spots and inserts the ads and updates the files. It even pushes it to different podcast platforms so that users who’re listening now will hear the right ads. Advertisers can buy ads based on the metadata stored by the tool.
Of course, it’s not possible for all the publishers, especially mid-market ones to develop their own tools with API. But, they can utilize the right tools in the market to better serve their advertisers.
GDPR – What’s happening?
It’s been a month and there are tons and tons of publishers still misinterpreting and executing their own GDPR complied CMPs. Besides, some are blocking the EU visitors completely. Here’s how the US publishers are handling the GDPR law.
Blocking EU visitors
Popular US sites including the Los Angeles Times and the Chicago Tribune are blocking the EU visitors still after a month. Besides, Lee Enterprises, The Dallas Morning News, and local news network Patch are also blocking EU visitors.
A few publishers, noticeably, NPR.org has been providing a plain text version of the websites if the users are from the EU region.
USA Today is running non-personalized ads while Meredith and The Post are making users to agree to the new terms to access content.
It is not possible for all the publishers to put a paywall. Interestingly, Digiday reported that the programmatic guaranteed deals are seeing an uplift post-GDPR and retargeting wasn’t affected as predicted.
Spotify’s Active Media is a win-win for listeners and advertisers
Last week, Spotify released a new feature called ‘Active Media’ which let users skip any ad at any point.
“If a user skips, they won’t be bombarded with additional ads; the frequency is not significantly affected”
The behavior of the users will help to deliver a personalized ad experience. Rather than compelling free tier users to listen to all the ads (which may not be relevant), the service is going to focus on the experience.
Quality > Quantity
Where each and every seller is trying to push ads to generate revenue, Spotify is taking the opposite way. Pull ads as much as possible and let users listen to what they wish. It may seem like a big downside at first, but once the algorithm picks the right ads and right frequency for a particular user, it will be easier for advertisers to hit their dream ROI in audio ads (with Spotify).
Putting users first, before the revenue might not help your immediate product expansion plans. However, publishers can benefit on a longer run. That’s what Spotify believes. We’ll keep you informed with the results.
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