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

Double the viewing time �per page than non-newsbrand sites

60% higher viewable time �for ads

Ad viewing �2½ times more likely on a newsbrand site

Newsbrand digital readers 70% more likely to see MPUs with 30 seconds viewable time

Average ad dwell time 30% higher on newsbrand sites

Newsbrand sites achieve higher ad viewing

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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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Viewable time - seconds

Time on page - seconds

Viewed %

Viewable %

Page visits last twice as long

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Which increases viewable time for ads

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Viewability is similar across newsbrand and other popular sites �(IAB definition)

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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

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46% higher dwell time on site

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More viewable time

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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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Readership per day

Av. time spent on all ads per visitor per day

Total time on ads across all publications per day (hours)

Black Friday uplift

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
• But digital newsbrands continue to outperform other sites

Readership per day

Av. time spent on all ads per visitor per day

Total time on ads across all publications per day (hours)

Xmas period uplift

Digital

Billboard – 29/11/2016

Dwell time 8% above digital newsbrand billboard norm