‘The whole industry has to think about quality’: Hearst UK introduces new metric to prove branded content works
Art Business

‘The whole industry has to think about quality’: Hearst UK introduces new metric to prove branded content works

Hearst UK has introduced a branded content metric combining dwell time and scroll depth. The metric, dubbed Engaged View Rate, calculates a score once audiences have spent a minimum of 30 seconds on the page and reached a scroll depth of at least 75 percent. “We were confident that a combination of both dwell time and scroll depth showed that readers were engaged,” said Ali Gray, head of digital content studio, Hearst UK, adding that taking singular metrics like time as a proxy for quality is skewed. Hearst has used EVR on a branded content campaign with retailer Very, but wouldn’t share results, only saying that branded content performed on a par with its editorial content. Being able to compare commercial and editorial content has been a goal for the publisher as giving a measurement of success beyond the standard reach metrics of impressions, clicks and views. For future branded content campaigns, Hearst will set benchmarks for EVR and adapt the campaign if it’s underperforming. For Very, well-performing content on Cosmopolitan informed what content ran on Good Housekeeping. “The whole industry has to move to think about quality,” said Clare Gorman, chief operations director, Hearst UK. According to the […]

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