Optimized data capture in the Content Reach Report
Success control, transparency, comparability and measurability. These are the main goals of our Content Reach Report. In the course of redefining visibility on the web, we are also improving our reporting. Optimized tracking methods lead to reliable figures and, thanks to international standards, to better comparability.
The decisive parameters for the perception of online marketing measures are fade-ins and calls. The more frequently a campaign is displayed, the higher the probability that it will be successful and clicked (more on this in this article). However, there are decisive differences in the quality of the fade-ins: Only because content is displayed, it is not automatically seen.
In the USA, the Interactive Advertising Bureau (IAB), together with the Media Ration Council (MRC), has developed a definition of the visibility of digital advertisements as a new industry standard, which has also been adopted in Germany by the Bundesverband Digitale Wirtschaft e.V. (Federal Association of the Digital Economy). Only those insertions are measured that people actually see. Advertising spaces that remain outside the screen area are not counted. In addition, visits by bots and crawlers (programs that automatically analyze websites) are also excluded, as these can falsify the page view statistics.
In recent months we have seen a significant increase in crawl activity on the part of Google, Bing and Yandex. This in itself is a very good sign, because the more frequently pages are visited (crawled) by search engines, the greater their relevance and quality. However, this also had an impact on the content reach statistics. Thus, our own demands forced us to act quickly and adapt to the latest industry standards.
Unfortunately, these modern guidelines are not yet used uniformly in the digital economy. A wide variety of definitions are circulating, which makes general comparability and transparency more difficult. From now on, we will also use the new viewability benchmarks for our own reporting. In this way, we can guarantee our customers the right decisions based on reliable information.
Of course, this also has an effect on the numbers: The visibility is apparently reduced by the deduction of computer-controlled (qualitatively unusable) visits. However, just as many real (high quality) site visitors see the content. The engagement rates, i.e. the relationship between visits and actions (e.g. click, download), increase. Because actions are only carried out by real site visitors. This engagement rate is a valuable number that measures how much the target group actually engages in a content, actually interacts with it and finds it interesting.
One of our biggest customer promises is that we will transport content, messages and brands platform-wide and significantly extend their reach by displaying them on numerous websites, apps or partner networks. Therefore, it is very important for us to properly capture perceived impressions from real page visitors and to correctly identify contacts to real page visitors.
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Further articles:
The new visibility: content that is perceived