Hearst UK has unveiled a branded content metric to measure reader satisfaction . The metric , known as branded content Rate ( dot ) , 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 .
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.