Tag Archives: Newspapers

ThingLink Shares First Interactive Image Benchmarks in Pivot Conference Report

Screen Shot 2013-10-14 at 11.30.52 AMThe Interactive Image Revolution – How Top Brands are Powering Engagement,” a report presented today at the Pivot Conference, features the first independent analysis of ThingLink interactive image performance and its use by major publishers and brands.

To obtain a specific sense of ThingLink’s impact on ad fundamentals, The Pivot Conference and ThingLink worked together during the summer of 2013 to study ThingLink programs of companies across four core categories: Editorial Web, Editorial Social, Brand Web and Brand Social. In each case, actual, live ThingLink implementations were examined. In each category, 15 ThingLink enabled images were studied.

The results of the study show a dramatic impact for ThingLink images as response generators. At a time when banner ad click rates subsist between .01% and .04%, depending on source, ThingLink delivered an average click rate of between 5.7% and 16%. Not only was the overall response rate breathtakingly high, the study indicated some clear reasons why.

According to Mike Edelhart, CEO of Pivot, who authored the report, “One of the reasons ThingLink’s information-embedding approach has power is because it transforms an image from a single object, clickable or not, into a cornucopia of information choices. This produces an engagement intensification that neither standard images nor content approaches can deliver.”

ThingLink content elements generated “hover” engagement at up to nearly 4X the level of views. This means a ThingLink image can generate four interactions from a single view. At the lowest level, ThingLink produced a 50% secondary engagement per view. Any one of these intensified interactions can be the trigger for a click.

“In short, the information-enabled image appears to be a more powerful tool for generating clicks than any other we have seen before,” said Edelhart.

The ThingLink study shows clearly that the more information options in an image – shown on the table as number of Tags – the higher the engagement intensification. That doesn’t necessarily lead directly to higher click rates, but it certainly increases the potential for maximization.

Another view of ThingLink’s power can be seen by diving into the performance of Groupon’s program in the summer of 2013. Across six different products, ThingLink produced a remarkable click rate of 16% and an intensification of 96%, which means that nearly all of those who viewed the images saw the additional content that ThingLink delivered. In essence, that is a fundamental doubling of engagement; each user sees both the image itself and at least one additional piece of content on each view. We feel it is this essential intensification that drives ThingLink’s high response rates.

In addition to studying how others use ThingLink, Pivot itself used the platform to enhance promotion and information delivery for the Conference.

“We addressed the challenge of bringing a star-studded preview video about Pivot to our home page without pushing other key content below the fold by embedded the video thumbnail into our home page header with ThingLink,” noted Edelhart.  “There was a 41% increase in new traffic to Pivot’s external marketing programs after creating a Thinglink button to promote the program within Pivot’s web header.”

Pivot Conference also used ThingLink to transform the images of Pivot’s speakers into information launch pads.  “With ThingLink we were able to bring web pages, social connections, bios, videos and other speaker background right into the pictures,” added Edelhart.  There was an increase in the average time on the speaker section of Pivot’s website from 3:07 to 4:04. Conference organizers also received a gush of pleasure from Pivot’s generally hard to please speakers to this implementation, as many asked to include additional content within their pictures on the site.

For more information visit ThingLink.com. For a copy of the report visit the Pivot Conference.

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ThingLink Expands Publisher Ad Network with Discovery Communications and Flite

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ThingLink and Discovery Communications, the world’s #1 nonfiction media, have announced a partnership for deploying ThingLink-powered interactive images and display ads across the digital destinations for Discovery Channel, TLC, Animal Planet, Science and other networks in their portfolio.

To enhance the partnership, Discovery, ThingLink, and Flite announced an integration of ThingLink inside Flite’s Ad Studio. Flite publishers like Discovery, as well as advertisers, agencies and brands with ThingLink premium accounts, can now deploy ThingLink-powered rich media display ads for desktop and mobile through Flite’s ad server platform.

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Discovery is driving digital advertising innovation by utilizing Thinglink’s interactive tagging capabilities to enhance their content and to deliver value for partners. By using custom-designed images, Discovery can tell more compelling creative stories that offer clients and brands the chance to integrate more seamlessly around sponsorship initiatives or custom-produced programs.

Key to their strategy is organically driving views and engagement beyond traditional advertising techniques through SEO and increased fan engagement that extends to social connections.  Discovery will strategically target these new rich media ads to compliment their image-based editorial content thereby creating a cohesive user experience that feels very integrated and blurs the line between content and traditional ad spaces.

ThingLink’s Premium platform enables publishers to serve 3rd party content over images. Publishers can use custom graphical icons on ThingLink images and build proprietary in-image applications for shopping, content marketing, and social connection. ThingLink’s real-time metrics allow for invaluable data collection with click-through-rates that continually outperform standards. ThingLink images are also viewable across social channels and web pages and shareable to social channels like Facebook, Twitter and Tumblr.  Four of the top ten newspaper publishers and ten of the top fifty global brands use ThingLink for creating and sharing interactive images.  ThingLink publisher partners also include CBS Interactive and New York Magazine.

Flite empowers their publisher and brand clients to easily publish brand assets and messaging directly into their paid media. Flite has an expanding library of third party ad components, which allow clients to easily bring in content from providers such as Twitter, Facebook, Youtube, and more. With the added integration of ThingLink, Flite continues to offer interactive functionality within display advertising for both clients and partners.

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iReporting from Egypt and around your world – with ThingLink

Make ThingLink your solution for iReporting on the world around you. Whether you’re a journalist, a cause-related advocate or a student, images are an ideal way to tell a deeper, more engaging story about your world with video players, text, Twitter links, and more embedded right in your images. And you can do it with ThingLink’s web app and mobile app.

@EduardCousin and @HoqookEnglish publish daily updates in Twitter and Facebook on the situation in Egypt using ThingLink to host status links and related media coverage.

HoqookEnglish5:45am via Facebook
The news from #Egypt brought by Hoqook: Deadly clashes erupted in cities at the Suez Canal, in the Delta and in… fb.me/20riE2INm

Blogger @ryanburdick shares yummy restaurant reviews on ThingLink images.

The Press-Enterprise newspaper reported on the Perseid meteor shower with an annotated graphic that added a deeper dimension to a story that appeared in their online edition.

Adam Broitman reported on the Citibike program in NYC with a ThingLink image.

And using ThingLink’s mobile app, I filed my own report on a band performing in the Lexington Avenue/53rd Street Subway station in New York City.

Create iReporting images with ThingLink’s web and mobile app and share stories on the world around you.

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