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EXCLUSIVE:
Measuring the effectiveness of Web content has become a mini-industry in itself. Today, attention and video ad platform Genesis Media offers another choice with the launch of a new ranking system for matching video ads with the most attention-getting Web pages in a site.
Called Page Attention Rank (PAR), the new approach determines in real time which Web pages on a publisher’s site draws the most user attention — and it then directs the most appropriate video-based ads to that page. The goal: a higher rate of engagement by the user with the ads.
Video-based ads offer a lot of information — and often an emotional connection — but they require 15 seconds to a minute of a user’s time.
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“If you have better quality content,” CEO Mark Yackanich told me, “you get a better result” from your ads, referring his company’s quality measurement. Higher attention is assumed to mean higher quality of content, which attracts users who will spend more time with the page — including its ads.
The company claims its new approach can result in as much as 18 percent more viewthroughs (watching a video ad to the end), plus lower ad abandonment rates
A variety of factors determine the PAR — 0 to a high of 100 — especially the user’s time spent on a page, the number of shares, and the scroll rate.
In Genesis Media’s ad-serving system, pages with higher PARs get bigger video or rich media ads that require more time and engagement, presented in such attention-getting formats as interstitial, in-feed, or takeover. The PAR score will become available within a few weeks as a factor for programmatic (automated) online ad platforms.
The company’s previous approach to the attention-assessment game was to focus on pageviews and other signs of traffic to assess the value of ads on pages throughout a site.
“The big revelation for us,” Yackanich said, “is that a pageview is [only] a knock at the door.” His platform had relied on pageviews “as a proxy for quality of content,” he added, but is now “looking beyond pageviews for other ways to determine which pages are likely to perform.” It has also offered a video discovery platform.
Vendors have no shortages of ways to measure online content effectiveness, including approaches from Uberflip, Conductor, Idio, and BrightEdge.
Yackanich said his company’s scoring system for finding the attention level of Web page content and then matching it to video/rich media ads is unique in the industry. He noted that Sharethrough provides a content quality score, but added that it is focused on the ad itself while Genesis assesses the Web page.
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