Haile: Un click no significa que la gente leyó o consumió el contenido
Tony Haile, CEO of Chartbeat, agency specialized in visualization measurement, presented the second day of the IAB MIXX 2015, a conference titled: The Consumer Experience’s New Impact on Revenue. “What happens with visualization is very interesting, the time a user invests on a web page is reflected directly on the company´s income” said Haile. “Reader´s most common behavior is to leave the pages without reading. 55% of users leave the website before the first 15 seconds. A click doesn´t mean that people read or consumed the content”. Chartbeat is focused on users’ behavior after clicking. His tools offer much more complete data on digital audiences. The executive proposes that rotating ads is better for advertisers. “It is necessary to refresh the programming proposal, even though it´s complicated” he said.”I don´t want to just be visible, I want them to work. The performance of an ad is not binary, it is a curve and agencies must understand that” he declared. “A better consumer experience leads directly to more income and benefits all the members of the industry, including us as users. That is the web we are fighting for and the one we want”. Haile believes it is necessary to incorporate new variables for measuring people´s attention to an ad. “If your content isn´t good, there is no way to catch people´s attention, it must be thought to attract audiences” he concluded.
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