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The Data Behind Distributed Content

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These are an amended version of the the slides from the Chartbeat Masterclass I gave at GEN Summit 2016 in Vienna.

Veröffentlicht in: Daten & Analysen
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The Data Behind Distributed Content

  1. 1. Dan Valente Director of Data Science, Chartbeat dan@chartbeat.com @dpvalente THE DATA BEHIND DISTRIBUTED CONTENT Amended and corrected version: 23 June 2016
  2. 2. In an initial version of these slides, an error was present in the database from which the data were pulled. The affected slides have been updated to reflect the corrected data. Where the data differ from the original presentation, a red asterisk has been placed in the lower right hand corner. ATTENTION
  3. 3. We help editors and journalists understand audience behavior, engagement, and consumption of content. We care about media, the role of journalism in society, and … data! A BIT ABOUT CHARTBEAT…
  4. 4. A few of our partners.
  5. 5. WHAT WE’LL COVER TODAY What does the data look like so far on AMP and Facebook Instant Articles? What are some typical audience behaviors in the EU and US? What is the hope for building a loyal audience in a world of platform-driven side-door traffic?
  6. 6. DISCLAIMER: I am going to tell you some things you already know.
  7. 7. 1000 EU Domains 2000 US Domains 15 Billion Pageviews 15000 Years of Engaged Time These comments are backed by evidence from the Chartbeat Network: HOWEVER …
  8. 8. More visits occur on mobile devices than on desktop devices. THING YOU ALREADY KNOW #1
  9. 9. NETWORK DATA 45% 48% 7% DESKTOP MOBILE TABLET 100 80 60 40 20 %VISITS EU Sites
  10. 10. In the US, engaged times on mobile devices are about 30% greater than on desktop.
  11. 11. NETWORK DATA EU US 10 20 30 40 AVERAGE ENGAGED TIME (S)
  12. 12. THING YOU ALREADY KNOW #2 Users visit directly on desktops, but through social channels on mobile devices.
  13. 13. THING YOU ALREADY KNOW #2.1 …and search is somewhere in between.
  14. 14. NETWORK DATA DESKTOP MOBILE TABLET EU Sites %VISITS 60 50 40 30 20 10
  15. 15. BUT … Engaged times for users coming from Search are about 1.5X longer than from Social
  16. 16. Google and Facebook drive the vast majority of online traffic. THING YOU ALREADY KNOW #3
  17. 17. NETWORK DATA DESKTOP MOBILE TABLET %REFERRED TRAFFIC 100 80 60 40 20 EU Sites
  18. 18. Most users enter on an article page. THING YOU ALREADY KNOW #4
  19. 19. In the US and EU, over 60% of mobile visits are to articles In the US, over 50% of desktop visits are to articles EU sites have a larger percentage of desktop landing page visits than US sites (+15%). IN FACT …
  20. 20. BUT … Mobile audiences don’t recirculate.
  21. 21. NETWORK DESKTOP MOBILE TABLET 1.0 0.8 0.6 0.4 0.2 AVERAGE PAGES VISITED AFTER ENTRANCE
  22. 22. SO WHAT?
  23. 23. We know that the more engaged an audience, the more likely they are to return.
  24. 24. 5 4 3 2 1 6 7 8 TIME (MINS) 2 4 6 8 10 PROBABILITY(%) PROBABILITY THAT A NEW USER RETURNS WITHIN A WEEK
  25. 25. Is there hope for building a loyal audience in a world of platform-driven side-door traffic?
  26. 26. FACEBOOK GOOGLE TWITTER NETWORK % REFERRED TRAFFIC FOR LOYAL USERS US Sites 5 10 15 20 30 25 35 40
  27. 27. Unfortunately, socially loyal visits are much, much less common than directly loyal visits.
  28. 28. If we ignore Dark Social, then socially loyal visits are less than 10% of directly loyal visits.
  29. 29. What about the new content formats?
  30. 30. THE NEW PLATFORMS ARE ENGAGING AVERAGE ENGAGED TIME (S) INSTANT ARTICLES 53 AMP 52 FACEBOOK 46 GOOGLE 38
  31. 31. Median page load times for AMP are 4X faster than typical mobile pages AMP Other Mobile 1.05 s 4.2 s
  32. 32. The platforms control the data. Measuring distributed content is hard. Similar metrics are similar, but not equivalent. Each platform provides different user experiences. DISTRIBUTED CONTENT DATA CHALLENGES
  33. 33. CLOSING THOUGHTS In the mobile, article-first, driven-by-platforms world, quality content still prevails… ….and will build a loyal audience.
  34. 34. Dan Valente Director of Data Science, Chartbeat @dpvalente dan@chartbeat.com chartbeat.com THANKS, GEN 2016!

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