Crafting Your Message For Short-Attention Span Nation; Digital Video Value Train Starting to Accelerate the Pace


The Long (and Short) of Online Content

Most online readers leave the Web page at (or before) the 60% point of a scroll, according to a recent Chartbeat study. Chartbeat pulled data from 161 Slate.com visitors and compared it against other websites.

As PR execs and brand managers clamor for ways to capture more eyeballs online, these latest statistics are probably going to make their job all the more difficult, what with most people bailing before they reach the end of an online article.

The findings should be especially troubling to online publishers that have redesigned their websites with “endless scroll” features. While the endless scroll is said to encourage more site discovery, Chartbeat indicates that most readers checkout too soon for that to be a viable metric. It’s not all bad, though: Pages with videos and pictures are typically viewed in their entirety.

The study also found that:

• 10% of visitors never scroll, meaning that these users rarely make their way past a story’s lead.

• Users who scroll beyond the fold generate 86.2% of content engagement.

• Only 25% of readers make it past the 1600 pixel mark, whereas most articles end around the 2000 pixel mark.

Source: Chartbeat

Brands Shooting for More Video Messaging

The U.S. digital video sector earned a combined $6.3 billion in revenue, and $9.4 billion globally in 2012, according to AccuStream Research. Companies that contribute to the digital video value chain include: content delivery networks, video ad networks, serving platforms, auction exchanges and real time bidding, among other platforms:

Some of the findings include:

• Globally, the digital video value train grew at a similar pace as the U.S. at 36.6%.

• Mobile ad networks, platforms and clearing environments are expected to capture nearly 30% of digital video revenue by 2015. Conversely, content delivery networks and online ad networks will grab 27%, and optimization and processing 16% of share.

Source: AccuStream Research

In an exclusive survey for PR News, Simply Measured recently surveyed the top 100 brands’ customer service strategies. Brands were asked how they encourage customers to seek help via Twitter. The results find that these 10 brands execute a unique mix of tactics. For example. Yahoo, Aske, Microsoft and Samsung all push users to their websites while UPS’’’ tweets push customers to email the company 85% of the time.

This article appeared in the June 24 issue of PR News. Subscribe to PR News today to receive weekly comprehensive coverage of the most fundamental PR topics from visual storytelling to crisis management to media training.




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