Genesis Media unveils attention ranking for matching Web pages to video ads

TECHNOLOGY

Products You May Like

From the Genesis Media website


Successful CMOs achieve growth by leveraging technology. Join us for GrowthBeat Summit on June 1-2 in Boston, where we’ll discuss how to merge creativity with technology to drive growth. Space is limited. Request your personal invitation here!


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.


VentureBeat is studying personalization in marketing …
Chime in, and we’ll share the data with you.


“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.


VentureBeat’s VB Insight team is studying marketing analytics… Chime in here, and we’ll share the results.





VentureBeat

Products You May Like

Articles You May Like

The Final Cut Reviews; Deet n Bax Save th’ World – A Stoner Comedy Starring Jason Mewes, Craig Michaelson and Weston Cage.
Deet n Bax Save the World Movie Starring Jason Mewes Premier on 4/20/2015 in Portland
Feature Film “Deet n Bax Save the World” Starring Jason Mewes to be Released on 4/20/2015 ”Deet n Bax Save the World” an Action Stoner Comedy starring Jason Mewes produced by TruEarth Entertainment.
TruEarth Entertainment to Deliver First Feature Film Starring Jason Mewes
Deet n Bax Save the World Movie – Sex, Guns & Weed!
Deet n Bax Save the World wrapped on November 4th!
Deet n Bax Save the World resumes filming this Monday in Portland Oregon!
Deet and Bax Save The World Movie Resumes Filming Soon!
How This Ripple Partner Launched A Crypto Payment Solution In Argentina
ByteDance’s Pico debuts its Quest rival, but challenges remain
Best savings accounts 2022: Top 10 regular savings account with high interest rates now
Star Wars legend ‘joining Marvel Cinematic Universe’ in Thunderbolts
Sophie Wessex rewears favourite green dress as she becomes first royal to visit Congo

Leave a Reply

Your email address will not be published.