Hearst UK has unveiled a branded content metric to measure reader engagement. The metric, known as Engaged View Rate (EVR), combines dwell time and scroll length to calculate a score that will help measure the success of its branded campaigns. EVR is calculated by measuring how long it takes for readers to read an article on your website or app.
Hearst UK has unveiled a branded content metric to measure reader engagement. The metric, known as Engaged View Rate (EVR), combines dwell time and scroll length to calculate a score that will help measure the success of its branded campaigns. The firm will use EVR to set benchmarks which future campaigns will be measured against.