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Maturing market calls for a new direction says nzherald.co.nz
Maturing market calls for a new direction says nzherald.co.nz – engagement and transparent advertising metrics are the new black
nzherald.co.nz today signalled a strategic change in direction, moving away from page impressions as a predominant measure of a site’s success and towards metrics that provide greater transparency to advertisers.
Spencer Bailey, General Manager, says; “The way page impressions are measured no longer effectively represent advertising impressions and this lack of transparency makes it very difficult for advertisers and their agencies to place a real value on the media they are buying. We aim to fix that by focussing on the quality of user engagement, not the quantity of page impressions reported.”
In 2009 it became possible for publishers to report a new page impression if half or more of the viewing screen was updated, without necessarily delivering a new advertising impression. As these in-page interactions became more popular, publishers have been able to report higher page impression numbers, without delivering any additional value to advertisers or users.
nzherald.co.nz has moved to break this trend by no longer focussing on page impressions as a site’s measure of success. Instead, our focus is on improving truly important advertising metrics such as audience reach and delivering transparency to agencies and advertisers without hampering user design.
One of the measures nzherald.co.nz will be looking at is how readers can be encouraged to stay longer on each page. Improving the already high average page duration creates greater value for advertisers as users have more exposure to their advertisements.
Bailey says the decision to change was simple. “We could have competed in the muddy and often confusing battle for page impressions, or make a clear stand in the market with a major focus on delivering a better experience for users, and a more engaged audience for our advertisers. For us the choice was obvious.”
[ENDS]
Media enquiries
Spencer Bailey: General Manager/Publisher, nzherald.co.nz
P: [09] 373 9172
M: 021 667 264
E: spencer.bailey@apnonline.co.nz
Donna O’Keeffe: Advertising Director, nzherald.co.nz
P: [09] 373 9186
M: 021 675 655
E: donna.okeeffe@nzherald.co.nz
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