Interesting read about how the new “Attention Web” is more concerned with holding your attention than your clicks.
Spurred by new technology and plummeting click-through rates, what happens between the clicks is becoming increasingly important and the media world is scrambling to adapt.
And debunking some myths:
Myth 1: We read what we’ve clicked on
Chartbeat looked at deep user behavior across 2 billion visits across the web over the course of a month and found that most people who click don’t read. In fact, a stunning 55% spent fewer than 15 seconds actively on a page.
Myth 2: The more we share the more we read
We looked at 10,000 socially-shared articles and found that there is no relationship whatsoever between the amount a piece of content is shared and the amount of attention an average reader will give that content.
Myth 3: Native advertising is the savior of publishing
On a typical article two-thirds of people exhibit more than 15 seconds of engagement, on native ad content that plummets to around one-third.
Myth 4: Banner ads don’t work
Here’s the skinny, 66% of attention on a normal media page is spent below the fold. That leaderboard at the top of the page? People scroll right past that and spend their time where the content not the cruft is. Yet most agency media planners will still demand that their ads run in the places where people aren’t and will ignore the places where they are.