Unlocking the Power of Newsbrand Sites for Effective Advertisements
Eye-tracking demonstrates
the value of newsbrands’
quality digital environment
Digital newsbrands: a quality environment for ads
Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk,
walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com,
channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
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Newsbrand sites achieve higher ad viewing
Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk,
walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com,
channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Viewable time -
seconds
Time on page -
seconds
Viewed %
Viewable %
Page visits last twice as long
Which increases viewable time for ads
Viewability is similar across newsbrand and other popular sites
(IAB definition)
But viewing of ads is 2 ½ times more likely on newsbrand sites
Time on newsbrand sites is more valuable to advertisers
Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, iindy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk,
walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com,
channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Newsbrands convert viewable time to
actual ad views more effectively
MPUs with 30 seconds viewable time are
seen 44% of the time on newsbrands site,
but just 26% elsewhere – a 70% uplift
Digital newsbrands: a quality environment for ads
Online newsbrands: Mirror.co.uk, Metro.co.uk, Thesun.co.uk, Thetimes.co.uk, Dailymail.co.uk, Telegraph.co.uk, Theguardian.com, Independent.co.uk
Non-newsbrands: msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, howtogeek.com, theregister.co.uk, sportinglife.com, marieclaire.co.uk, timeout.com,
trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
46% higher dwell time on site
More viewable time
30% longer average dwell time per ad
Black Friday event boosts time spent on ads in digital newsbrands by 20%
Readership per day figures from NRS
Average time spent on all ads per visitor per day on a normal day is estimated using Lumen’s econometric model
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Christmas period increases time spent on digital newsbrand ads by 5%
Readership per day figures from NRS
Average time spent on all ads per visitor per day on a normal day is estimated using Lumen’s econometric model
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Christmas digital increase smaller – possibly due to delivery times etc
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But digital newsbrands continue to outperform other sites
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Dwell time 8% above digital newsbrand billboard norm
Eye-tracking studies reveal the considerable benefits of advertising on high-quality digital newsbrand websites. Advertisements on these platforms enjoy significantly higher viewable time, with ad viewing being two times more likely compared to non-newsbrand sites. The dwell time on ads is also 30% higher on newsbrand sites, indicating a more engaged audience. Advertisers can leverage this valuable audience by converting viewable time into actual ad views more effectively on newsbrand sites, leading to a substantial uplift in ad visibility.
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Presentation Transcript
Eye-tracking demonstrates the value of newsbrands quality digital environment
Digital newsbrands: a quality environment for ads 60% higher viewable time for ads Ad viewing 2 times more likely on a newsbrand site Average ad dwell time 30% higher on newsbrand sites Newsbrand digital readers 70% more likely to see MPUs with 30 seconds viewable time Double the viewing time per page than non-newsbrand sites Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk,thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Newsbrand sites achieve higher ad viewing 40 Page visits last twice as long Time on page - seconds 20 24 Which increases viewable time for ads Viewable time - seconds 15 49 Viewability is similar across newsbrand and other popular sites (IAB definition) Viewable % 49 16 But viewing of ads is 2 times more likely on newsbrand sites Viewed % 6 Newsbrands Non-newsbrands Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Time on newsbrand sites is more valuable to advertisers Newsbrands convert viewable time to actual ad views more effectively MPUs with 30 seconds viewable time are seen 44% of the time on newsbrands site, but just 26% elsewhere a 70% uplift % Viewed MPU 10 20 30 40 50 60 Newsbrands 23% 35% 44% 51% 56% 61% Other sites 11% 19% 26% 31% 36% 40% Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, iindy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Digital newsbrands: a quality environment for ads Dwell time per visit (minutes) 46% higher dwell time on site 5.1 3.5 Newsbrands Non-newsbrands Viewable time for ads (minutes) 1.6 More viewable time 1.4 Newsbrands Non-newsbrands Average time on ads per visit (seconds) 1.3 1 30% longer average dwell time per ad Newsbrands Non-newsbrands Online newsbrands: Mirror.co.uk, Metro.co.uk, Thesun.co.uk, Thetimes.co.uk, Dailymail.co.uk, Telegraph.co.uk, Theguardian.com, Independent.co.uk Non-newsbrands: msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, howtogeek.com, theregister.co.uk, sportinglife.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com
Black Friday event boosts time spent on ads in digital newsbrands by 20% Av. time spent on all ads per visitor per day Total time on ads across all publications per day (hours) Black Friday uplift Readership per day Normal 5,527,333 1.24 secs 1,903 hours +20% Black Friday Black Friday 5,527,333 1.48 secs 2,275 hours Readership per day figures from NRS Average time spent on all ads per visitor per day on a normal day is estimated using Lumen s econometric model
Christmas period increases time spent on digital newsbrand ads by 5% Christmas digital increase smaller possibly due to delivery times etc But digital newsbrands continue to outperform other sites Av. time spent on all ads per visitor per day Total time on ads across all publications per day (hours) Xmas period uplift Readership per day Normal 4,010,561 1.24 secs 1,382 hours Digital +5% Xmas period Xmas period 4,010,561 1.31 secs 1,454 hours Readership per day figures from NRS Average time spent on all ads per visitor per day on a normal day is estimated using Lumen s econometric model
Billboard Billboard 29/11/2016 29/11/2016 Dwell time 8% above digital newsbrand billboard norm
