The "Engaged View" is the new currency for measuring the success of content campaigns, because clicks and website visits alone have long been a thing of the past. The decisive factor is the effect the content really has on the viewer and whether the viewer manages to attract attention and retain interest.
Guarantee for effective contents
The most important result of the representative study: Already from the seventh second that the user is constantly engaged with the customer content, a significant brand effect is established. Even after this period of observation, not only is the content rated much more positively, but the willingness to buy also increases significantly by 26 percent. Since the advertising effect is not yet sufficient for a shorter period of time, the marketer introduces a billing system based on "Engaged Views". An "Engaged View" counts from the seventh viewing second in which the user actively engages with the content and is only then billed.
With this more effective currency for content marketing campaigns we want to set a new standard in the market. We want our customers to be sure that their content will have the full effect on our portals.“
The seventh second counts
Content that is designed to be viewed by the user for at least seven seconds strengthens the brand image: after this time, the brand is perceived as ten percent more innovative. Every second person who views the content for seven seconds or longer feels motivated to visit the brand's website or talk to others about the respective product. Emotions are already triggered after the first few seconds, one more reason for BurdaForward to also charge for this and to invest a lot of resources in visually appealing and editorially high-quality content integration.
Johanna Schallehn
BurdaForward Communications
For more than eight years I have been writing texts about our company and our brands, organising trade fairs, talking to journalists and being chronically in far too many meetings. Whether at home or in the office - it doesn't get boring and sometimes I just put out the fire. If not, then I am most likely to be met in the mountains, with my daughter on the Isar or in my home country and the most beautiful city in the world: Hamburg.
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