Company Introduces “Time on Content” Measurement Along with New Data to Its Suite of Influencer Marketing Performance Metrics
BENTONVILLE, Ark., Feb. 17, 2016 – Collective Bias, a leader in shopper-focused influencer marketing, today revealed new data findings from its Time on Content feature, a key indicator of the relevancy and quality of influencer content. Through Time on Content, the company found that consumers view their influencer content for an average duration of 2 minutes, 8 seconds, which is almost seven times longer than the digital display ad average of 19.2 seconds based on viewability standards as measured by Moat Analytics. During the holidays, time spent with influencer content increased to 2 minutes, 21 seconds.
A critical component of a customer’s path to purchase is the connection between user interaction with content and completed transaction, and brands are constantly looking for ways to optimize content to turn online visitors into valued customers. Since launching Time on Content in April 2015, Collective Bias has analyzed over 300,000 hours of content from more than 5,000 digital influencers, finding that brands see a 1.5x return on investment on campaigns.
Additionally, Collective Bias uses its amplification and guaranteed engagement technology to further boost view time and engagement with high-performing influencer content. In a recent viewability report by IPG Media Lab using benchmarks from the Media Rating Council (MRC), longer time in view was proven to be directly correlated with better ad recall. Collective Bias has discovered that content that meets the Time on Content average of 2 minutes, 8 seconds generates a 5 percent average click-through rate – more than 83 times higher than the overall global average of 0.06 percent for digital display ads, according to DoubleClick.
“Determining the success and impact of a social media marketing campaign used to involve a lot of guesswork given the lack of measurement standards for social,” said Bill Sussman, CEO of Collective Bias. “We’ve long acknowledged the effectiveness of incorporating influencer content into marketing programs, but with our latest offering, we can say with confidence that we are providing our clients with a level of analysis and measurement that is unmatched.”
Collective Bias’ Time on Content feature is now available for all clients. For more information, visit www.collectivebias.com.
Collective Bias’ innovative Shopper Social Media™ platform connects authentic, real-life influencer content with key audiences to impact results at a particular retailer. At the forefront of influencer marketing and measurement, Collective Bias’ proprietary data and technology enables influencer selection and management, resulting in campaigns that drive true engagement and impact sales for leading brands across multiple verticals. Collective Bias was named one of Forbes’ “Most Promising Companies” three years in a row and listed in the “Inc. 5000.” Founded in 2009, the company has offices in New York, Chicago, San Francisco, Cincinnati, Minneapolis and Bentonville.
Social Fabric® is Collective Bias’ hand-selected community of over 5,000 shopping-focused influencers with an aggregate multi-channel reach in excess of 82 million. For more information, please visit Collectivebias.com or find us on Facebook and Twitter.
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