The Economist is looking to outstrip competitors’ ad sales by launching two guarantee-backed ad measures promising increased audience engagement. The TimeGuarantee ensures that mobile audiences will spend at least 250 cumulative hours with an ad over the course of a campaign, which usually runs two to three weeks. The second measure, called the ViewGuarantee, provides that 75 percent of impressions across an entire campaign will be viewed for at least one second, a 25 percent higher standard for viewable impressions than the International Advertising Bureau’s (IAB’s) recommendation of 50 percent.
Thanks to mobile devices, consumers now start researching retail products way before they step into a store to buy, according to a June 2014 study by Ninth Decimal. The research found that 81% of US mobile users turned to their devices to research retail items at home or work—meaning before heading to a brick-and-mortar—while 19% engaged with mobile during a shopping trip.
Unlike pageviews, which simply measure whether a page has loaded, or even unique visitors — which some media companies argue are closer to being like physical readers of a newspaper or magazine — attention metrics like “active exposure time,” which Chartbeat tracks, can determine how much time a reader spent with a specific piece of content, by measuring whether they were actually looking at the page.
The CPG Marketing Reinvented report found that localized digital activation has a bigger direct marketing sway than television ads for CPG brands. Key findings include that 35 percent of moms and 29 percent of dads say the most frustrating thing about online and mobile ads is when the content is not locally relevant to in-store products and prices.