Session with Chartbeat CEO, Tony Haile. Viewability did more than cut inventory by 50 percent and spark a thousand redesigns. It also deeply connected implicit user behavior on the page with the value of the page for the first time. Thus, solving for viewability requires not only ad solutions but solutions from the "other side"—content and user experience. Chartbeat CEO Tony Haile shares data and real-world stories of how the most successful publishers are getting more users to read their content for a longer time in order to increase engagement time with their ads.

1. Tony Haile
CEO, Chartbeat
@arctictony
tony@chartbeat.com
chartbeat.com
The Consumer
Experience’s New Impact
on Revenue

2. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
AD PROBLEM !=AD SOLUTION

3. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
A visitor’s default behavior is to leave

4. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony

5. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
Performance is not binary, performance is a
curve

6. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
but it’s a logarithmic curve…

7. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
That means thinking about inventory
differently

8. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
Rotating Ads is Better for Advertisers A&B
A
B
A B
B A
VISUAL
RECOGNITION
TEXT
RECOGNITION
UNAIDED
RECALL
41% 28% 16%
58% 38% 28%

9. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
The Impact of a 15-second Refresh Scheme

10. The Consumer Experience’s New Impact on Revenue
Tony Haile
@arctictony
This doesn’t work if you have shitty
content

11. Tony Haile
CEO, Chartbeat
@arctictony
tony@chartbeat.com
chartbeat.com
Thank you, NYC!