What’s Your Click-Through Rate?
July 8, 2008 by Marcus Grimm
The guys that watch the tracking whispered into my ear a bit of information about a certain client. I won’t give out their name here, but I am going to share the data, because it’s a classic definition of what an engaged audience fed by viral activity looks like.
First up, the magazine was e-mailed out to the subscriber list. This tried and true method yielded nearly 3,800 reads. But from there, things got crazy… Links posted to MySpace, blogs and internet forums netted the magazine an additional 18,900 reads, for a total of 22,642.
How engaged was the audience? The average reader read nearly 60 pages of the publication and stayed inside for nearly 15 minutes (Keep in mind – this is the AVERAGE – and includes everyone who left after seeing one page.)
Looking to monetize the publication? Check this out: 28 percent of readers clicked on at least one ad. Here’s the real head-turner. One ad in the magazine was clicked on by 170 readers. On, and by the way, the ad appears on page 25 of the publication!
What’s your click-through rate?
This magazine must be fantastic! I’m very impressed by the user engagement figures. Can I ask if they are using video, audio, surveys etc? Just wondering how they’re acheiving this!
(and in answer to your question our click through rate on advertisements can reach over 900 – must be doing something right!)
Hi Alex!
While I’d love to say the digital magazine is loaded w/ audio/video/etc… the biggest factor for this particular title is content and audience… the audience is the type that loves to TALK about the content and the publisher creates awesome content.
One other thing: the publisher tries different things re: opening and closing their content. Not every issue is open, so when an issue (like this one) IS open, the audience tends to quickly share the free copies w/ others.
M
Can I ask what kind of ad was being used? Was it an Ad Jolt, Ad Gen, standard link to their website? Can you email me a copy of the ad?
Joe-
This particular ad was a standard link to the website. We’ve reached the point of critical mass w/ Ad Jot where soon we’ll be able to quantify the ROI for advertisers.
Ad Gen, though, is a bit different. What we’re really doing in that case is bypassing the funnel on the advertiser’s website. Most advertisers know the conversion rates on their website… With Ad Gen, you turn the prospect immediately into a lead, creating an effective conversion rate of 100% for that particular prospect.
M