网络"注意力经济"新标准点击不再是王道

2014-10-23 15:18:37来源：可可英语

　　Like most people, Chartbeat CEO Tony Haile believes there’s a better way. On Monday, hiscompany announced the first-ever accreditation by the Media Rating Council for metricsaround attention, rather than clicks or load time. The accreditation spans both ads and content,and may prove effective in beating back the over-promising online headline.

　　与很多人一样，Chartbeat公司CEO托尼o海勒相信还有更好的方法。上个月，他的公司宣布“注意力标准”首度受到媒介视听率评介委员会(Media Rating Council)的认可衡量标准，这个标准既不是看点击率也不是看加载时间。而是贯穿广告与内容两方面，或许能够有效地打击言过其实的网络文章标题。

　　“Instead of trying to value ads on the fact that the page loaded with the ad on it, it’s: Can youaccurately measure how long the actual amount of attention you’re able to capture and thenvalue it?” he said during a phone call Friday from the Online News Association conference inChicago. “If you can do that, brands will more effectively allocate capital. On the publisherside, all the people who have invested in quality content actually have an economic reason todo so.”

　　在出席芝加哥在线新闻协会(Online News Association)会议期间，海勒接受电话采访时表示：“我们并非想要根据加载页面的情况给广告计价，而是想解决两个问题：你是否可以准确测量能够抓取的注意力的具体数量?如何计算这些注意力的价值?如果你能做到这两点，品牌就可以更有效地分配资本。而在出版商方面，从经济角度来说，所有投资高质量内容的人，都有理由这样做。”

　　Publishers have long sought a better way to measure attention, but have for years disagreedon how to specifically do it. “You want to know and understand what’s quality content,” Hailesaid. “If you can get someone to click on a headline and come through to a page where the adloads in the top 500 pixels, what’s the incentive for you to invest in quality content? You canjust write a clever headline. But if you can keep them on that page and keep them reading sothat ad has a chance to work, there’s a very great difference. Fifty-five percent of all pageviewson the web get less than 15 seconds of attention. If you’re dealing with something where youcan prove attention better, you can charge more.”

　　出版商一直在寻找更好的方法测量注意力，但多年来始终无法就具体方式达成共识。海勒说道：“你想了解什么是高质量的内容。如果你能让读者点一下标题就进入顶部500个像素位置含有广告的页面，那么你投资高质量内容的动机是什么?你只需要编写一个聪明的标题就可以了。但如果你能让读者在那个页面停留，让他们一直阅读下去从而使广告有机会发挥作用，这会与前者有很大的不同。55%的网页浏览量得到的注意力长度不足15秒。如果能够找到一种方法，更好地证明注意力，你就可以提高广告费率。”

　　What Haile is suggesting is a massive change to the online advertising industry, which hasdone much to refine its existing model but accomplished little in the way of a full rethink. “We’ll begin moving our attention to brand advertising—that is, advertising that communicatesa message to you, rather than prompting an action, or direct response,” he said. “The brandside has been using direct-response metrics for the wrong purposes. That’s going to changeover time.”

　　海勒的建议是对在线广告行业的一次巨大变革，虽然在线广告业一直在努力完善现有的模式，但却很少能产生全新的想法。海勒说道：“我们将开始把注意力转移到品牌广告，即向消费者传递信息，而不是宣传一项活动或直接响应式的推销。品牌方对直接响应标准的使用走入了误区。未来，这种情况将逐渐改变。”

　　Which means in time publishers won’t be incentivized quite as much to churn out so-calledclickbait. The road ahead is rocky, Haile said, and change will be unevenly distributed aspublishers and ad agencies begin to embrace the new standard. But the direction forward is,for the first time, clear. “A visitor’s default behavior isn’t to read every word,” he said. “It’s toleave.”

　　这意味着，未来出版商将失去粗制滥造所谓点击诱饵的动力。海勒说道，未来的路非常艰难，随着出版商与广告公司开始接受新标准，变化将会不均衡地展开。但这是我们第一次看到如此明确的方向。他说：“访客的默认行为不是阅读每一个字，而是离开。”

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