The Globe and Mail is using new digital measurement tools that go beyond the clicks. The company is the first Canadian publisher to use Moat Analytics on it digital properties.
The software suite measures, tracks and refines online ad and sponsorship campaigns and is now being used across TheGlobeandMail.com.
According to Moat, the tools give deeper insight into what happens between the impression and the click, providing data on specific levels of engagement and interactive. It has 25 measurements of attention metrics, including length of time the ad is in view and purposeful user interaction with the ad. In addition, the tools can illustrate what’s working and what’s not in a campaign, allowing marketers to make changes during a campaign.
“Right now in digital media, we can only really track impressions, click or actions, so brand marketers have a significant issue trying to figure out how much brand value they’re getting in front of readers,” said Cynthia Young, the Globe’s director of digital advertising products and innovation.
“When you look at publishers that do long-form or premium content like the Globe, where people spend a lot of time on the page, buying an eyeball in digital media really gets you just an eyeball. We wanted to begin to prove the value of how long that eyeball is on the page.”
Young said Moat came highly recommended by its alliance partners that use the service, including the Washington Post, Reuters and Wall Street Journal.
