Unicast, formerly the online advertising of Viewpoint Corporation, today announced the launch of the User Engagement Index. The Index will provide more robust and measurable insight into the performance of Rich Media advertising, and will enable marketers to effectively measure brand engagement on the Web.
In advertising terms, user engagement refers to the level of attention an advertisement draws from a customer, including Interaction Rate, Ad Display Time, and most commonly, the Click-Through Rate. As Rich Media becomes more sophisticated, marketers require better measurement tools to help accurately decode a user’s interest and engagement with an ad.
Unicast offers the ability to track every consumer’s engagement across multiple touch points to better decipher a user’s brand experience. The Index will measure Ad Display Time, Click-Through Rate, and Interaction Rate, and coming soon will also measure Video Play Time. The Interactivity metric may include time spent with roll-overs, panel expansions, hovering, click to full screen, data capture and viral effects, such as tracking the Email-a-Friend feature. The overall Engagement Index score is calculated by weighting the Interaction Rate, Click-Through Rate, and Ad Display Time values recorded across the billions of ad impressions that Unicast serves each quarter.
The Index will be compiled from these engagement-related metrics which are tracked and recorded as an ad plays in a browser. Cumulative metrics for all ads are normalized and combined into a single engagement score.
This robust reporting will be provided to all Unicast customers. Unicast will also offer business intelligence reports of the User Engagement Index featuring key metrics and statistics across many industries such as Automotive, Consumer Packaged Goods (CPG), Entertainment, Financial Services, Internet, Pharmaceutical, Restaurant, Retail, Sporting Goods, Technology, Telecom and Travel. The first User Engagement Index will be available to the public later this year.
Media Contact:
Jennifer Olson
Atomic PR, Los Angeles
P: 310-689-7580
Unicast Contact:
Bryan Hjelm
VP of Marketing, Unicast
P: 512-469-5900