Jump on it! A new metric for content based advertising launched in US
Online marketing is becoming an increasingly important part of any business and a US company has developed a new way to measure the commercial value of your web page, according to tech commentators Mashable.
JumpTime, a start-up which was launched in 2009 and designed to evaluate how much revenue a site generates, is helping brands to understand the benefits of content in all its forms.
And while some smaller operations may feel overwhelmed by different aspects of modern advertising such as social media, a large number of brands are taking to the new media landscape like a duck to water.
Regularly uploaded fresh content is known to help generate organic traffic to web pages, but it can be difficult to determine its dollar value.
Also, a perception that popular web content directly correlates with profitable web content is undermining the ability of companies to capitalise on the information they upload.
By identifying the limitations of this widely held view the team at JumpTime have managed to develop a new metric for measuring the real-time value of content.
In studies of American companies with an online presence it was found that both high and low appeal content improved overall sales on a given site.
This means that pages which are restricted in the amount of advertising they display can still be used to direct customers to more profitable sections of the web site.
Michele DiLorenzo, chief executive officer of JumpTime, said: "People would go from these areas to the articles with high [ad costs]."
"It was in [the publication's] best economic interest to drive traffic to what had before been considered an area with zero value."
With this in mind the pages on various publications are now being measured by examining their ability to link back to landing pages and the way they guide online users around the site.
Major publishers like MSNBC.com and ESPN.com are already using the new software analytics and it seems that many other companies will soon jump on board.