In the ongoing battle to win over advertisers, Gawker Media has introduced a new metric to compete with unique visitors and pageviews: branded traffic.
And while tracking the number of people who search your brand may not be the most direct way to pitch audience numbers to advertisers, it does help prove how much leverage your brand has with a core audience. And in Gawker's case, it's an audience figure that's growing faster than uniques or pageviews.
According to Erin Pettigrew, Gawker's head of adverising operations, the blog network is getting more focused on its audience "depth":
"While distributing content across the web is essential for attracting the interest of Internet passersby, courting these wanderers, massaging them into occasional visitors, and finally gaining their affection as daily readers is far more important. This core audience — borne of a compounding of word of mouth, search referrals, article recommendations, and successive enjoyed visits that result in regular readership — drives our rich site cultures and premium advertising products."
Pettigrew defines "branded traffic" as the visitors who go directly to the company's websites or search branded Gawker terms to get to its content.
And there are reasons that this sort of traffic should be appealing to advertisers. As Gawker points out:
"Branded traffic visitors spend more time on our properties (1 minute and 31 seconds more than average) and view more pages of our content (nearly 4 pages per visit at mutiple visits per day). They are also the primary audience for front door roadblocks, one of our most effective advertising products as measured by brand studies and ad unit performance."
Earlier this year, Gawker switched its focus from pageviews to unique visitors. As Denton put it at the time:
"A site with plenty of genuine uniques is one that has good growth prospects. Each of those first-time visitors is a potential convert."
Well, branded traffic is composed of readers who are already converted. That's something that will be appealing to advertisers.
Of course, there's another reason why Gawker finds this new metric so attractive. As Erin Pettigrew writes:
"Despite a distributed environment, our core audience growth rate has exceeded our overall traffic growth rate."
If it catches on, this could be a good way for established brands to prove their value to advertisers. Of course, it's not fool proof. Even if a company's "branded traffic" is on an upward swing, advertisers aren't likely to bite unless pageviews and uniques are also on the rise.
Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.
Recommended reports
Online Advertising Survey
The Online Advertising Survey Report, produced in association with the Rubicon Project, is a useful overview of the online display advertising environment. It contains information about spending trends, the use of ad networks, types of targeting and use of data. The research also examines the impact of real-time bidding and the increasingly important role played by online advertising exchanges, demand-side platforms (DSPs) and trading desks.
Online Advertising Networks Buyer's Guide 2009
This guide is relevant for publishers, advertisers and agencies, with profiles of 23 leading online advertising networks, the latest trends in digital display advertising and tips for buyers. A UK focus but relevant globally.
12:04AM on 31st March 2010
That's an interesting article Meghan. Branded traffic could indeed prove to be valuable in attracting advertisers, so the reputation management of a brand name on social media sites is becoming increasingly important.
3:08PM on 18th August 2011
Их живые выступления отличаются неповторимой энергетикой и потрясающим контактом с публикой. <a href=http://tabakoffmag.ru/evreyskaya-narodnaya-muzika/chemical-brothers---ya-lyublyu-tebya-(feat-burunduki)-skachat-mp3-besplatno--bez-registratsii.html>Mp3 курю</a> Это знак великого уважения, свидетельство того, что бог или дух сочтет индивидуума достойным вместилищем или сосудом для своей божественной имманентности. Их обзывали «тунеядцами» и давали другую статью. QUOT;DEEP PURPLEQUOT; же добавляет в своё творчество несколько классических мотивов. В России это первое серьезное издание такого типа, расчитанное как на специалистов, так и на широкий круг читателей. Именно с рассказа солиста группы об альбоме и началось выступление: «мы вложили сюда все наши силы и все наши деньги, чтобы частичка «Турбошлягера» была у каждого! SCORPлет Что для меня рок-музыка Рок-музыка это с некоторых времен часть моей жизни. THE SOFT MACHINE были наиболее важной группой того периода, придав рок-музыке колорит джаза, что способствовало появлению QUOT;прогрессивного рокаQUOT.
Так будет и с этим злым родом. <a href=http://tabakoffmag.ru/ukrainskaya-narodnaya-muzika/mango---as-tau-nupiesiu-skachat-mp3-besplatno--bez-registratsii.html>Новый альбом группы винтаж</a> Среди вариантов;«RUMBLE» Линка Рея, «JENNY LEE» JAN AND DEAN, «DIRTY ROBBER» THE WAILERS. ТINGеLHоFF, QUOT;DоCUMеNTаTIоN оF ЕXPоSе,QUOT; P. Именно Москва в конце вначале приютила у себя в лаборатории, а именно в Доме Культуры имени Горбунова многих, уже известных групп, находящихся в Москве. Первое страшное отрезвление произошло, когда увидели выступление американок. Через год BEATHLES находился на вершине всех мировых хит-парадов и стал легендарной группой всех времен. Их первый EP был выпущен в конце -го на KILL ROCK STARS. Самыми значительными группами второго поколения были THE KINKS и THE WHO.
Кроме общенациональных инструментов, таких как скрипки и бандуры, городская культура представлена такими инструментами, как столоподобные гусли, цитру, торбан. <a href=http://tabakoffmag.ru/polskaya-narodnaya-muzika/emir-kusturica---the-no-smokin---furja-djildje-skachat-mp3-besplatno--bez-registratsii.html>Самая новая музыка клубняк</a> Из новых песен, ранее мною не слышанных, особо хочу отметить песню Жизнь моя-Вечная осень. Безусловно, они дали духовную основу рока, подготовили для него Аудиторию слушателей, но они не могли основать рок с точки зрения музыки. BITINGELBOWS BITINGELBOWS YOUTUBEUSERBITINGELBOWS Встречи: Вконтакте VKONTAKTEEVENT FACEBOOK FACEBOOKEVENT. Содержание контркультуры было в значительной степени обусловлено сложным, оппозиционным к традиционной культуре, неоднозначным развитием начала гг протекавшим в русле нескольких концепций, среди которых были восточная филоСофия, религия, экзистенциализм, наркотическая психоделия. Весной калифорнийский суд осудил британскую рок группу Лед Зеппеллин за попытку оКазания влияния на слушателей сатанинскими подсознательными посланиями на пластинке STAIRWAY TO HEAVEN. Образ мощи QUOT;THE GREAT GIG IN THE SKYQUOT; символизирует гармонию сфер в представлении человека технологической эпохи. К примеру, на западе он чаще выражается в жертвоприношениях в виде убийств животных или даже людей.
Изредка отдельные песни гаражных групп становились хитами: так случилось с «PSYCHOTIC REACTION» COUNT FIVE, TEARS» QUESTION MARK AMP; THE MYSTERIANS, «DIRTY WATER» THE STANDELLS. <a href=http://tabakoffmag.ru/tatarskaya-narodnaya-muzika/spi4ka---mi-nachali-etu-igru-skachat-mp3-besplatno--bez-registratsii.html>Скачать клипы песен</a> Рок это не просто музыкальное направление, это молодежная культура, средство общения молодежи, зеркало общества. Рассказывает и совсем не лукавит, потому что песни «Турбошлягера» и вправду очень просты, они понятны любому человеку. Фанатизм противоречит разумности. Так, QUOT;SYMPHONIC LED ZEPPELINQUOT; включает девять композиций, среди них исключительно «хиты» этой группы. Отдел QUOT;ТрайблQUOT; всё для тату и пирсинга приглашает к сотрудничеству тату салоны, салоны красоты, мастеров тату,перманентного макияжа,частных мастеров. Но вот мнение Клауса Мейне: QUOT;Проблемы? Однако, несмотря на это, беспорядки не удалось предотвратить, околочеловек получило ранения.
1:45PM on 12th September 2011
I love wearing them around, especially to work on days I know I won’t need to be on the production floor. When I’m running, I’ll trade off between the VFFs or going barefoot, and on days I wear shoes I usually use racing flats rather than clunky trainers now because you do get a lot more foot strength. <a href=http://buyadidasouterwear.info/air_frenzy_max_nike.html>Puma brand</a> I’m also a fairly serious student of tai chi. It will be interesting to see how the VFFs feel when I do the solo form, partner forms, and push hands. Like the Statue of Liberty was a present to the United States from the individuals of France, the Statue of Liberty SB Dunk High can be a present to skaters from Nike. Symbolic of Lady Liberty’s patina outer layer, the shoe is carried out in seagrass leather which has a mint green set of laces and off-white coloration utilized for the lining and midsole. Please note: If you have Pick Up Today items in your cart, the pickup store has been changed to this new location. Please review your cart – the availability of your Pick Up Today items may have changed. Ms. S&C has been busy, busy, busy getting ready for her biggest work event of the year. It is one of those all-consuming — yet somewhat exhilarating — work periods. I’m reminding myself about work things in the shower. I’m thinking about new ideas walking home from work. I’m working late. And working more means blogging less. If we place an item on sale less than 10 days after you bought it at full price, just let us know and we will happily refund you the difference. Details. tried the KSO after reading Born to Run (great read – - great info and some races that were so dramatic I literally had to put the book down to deal with the stress) and reading Tim’s blog, They are really wonderful – - they make you realize what running shoes do to your feet, they rob them of their grasping and pulling capacity and spring. With the KSO your feet are alive and so any issues with circulation (which I have) are taken care of by the complete engagement of all the muscles of the foot and calf. Most people, including doctors, have never seen a natural foot, unaltered by footwear. The following images of habitually bare feet are taken from a study performed almost 100 years ago, published 1905 in the American Journal of Orthopedic Surgery, which examined the feet of native barefoot populations in the Philippines and Central Africa. A line can be drawn that runs through the heel, ball, and big toe of a habitually bare foot. The little toes spread naturally and fan out to provide a wide, stable base for walking or standing.
"When creating Vault by Vans releases, it's always our goal to bring truly unique product to market," said Vans Product Director Steve Mills. "With the high-quality workmanship and exclusive nature of the Vault by Vans Opening Day Collection, we're sure to create excitement around Vans, Majestic Athletic and the start of the Major League Baseball season." <a href=http://buyadidasouterwear.info/british_columbia_sales_tax.html>Blade football gloves nike</a> Wrestling Shoes Tip #24: Wrestlers should avoid running in their wrestling shoes whenever possible. Wrestling shoes are generally not made for running and switching to a pair of running shoes will extend the life of your shoes and reduce your chance of injury. The second best triathlon shoe of 2011. 1. SIDI Genius 6.6 Carbon Just an absolute monster of a bike shoe. Full carbon sole for massive power transfer and foot comfort. It’s like adding a small rocket pack to your feet. You may choke at the price but then again – how much did you spend on your wetsuit? Return the suit and buy these instead! They are just that good. $449.95 Other things you might not have seen: Tim Ferriss in NY Times Styles: Too Much Information? Ignore It. Tim Ferriss on Twitter – what I am doing right now? Tim Ferriss Investments – what have I invested in recently? To start gambling in the Internet casino on money, first of all it is necessary to choose a normal casino. The casino choice is a very important step as having made a wrong choice you can stay without your money thus not making even one bet. So we will review some rules which will help you to make the correct choice. Check up the technical support The Air Jordan II – Josh Howards Mavericks Home PE is the most trusted and preferred shoe of American basketball player, Josh Howard. This is the reason Air Jordan II – Josh Howards Mavericks Home PE is named after Josh Howard. It has been said that during his tenure in Texas he was famous for wearing Air Jordan PEs and Retros. This shoe is in a combination of white, navy blue and silver color. Its color combination looks very attractive. It is a high collar shoe and is one of the best sport shoes for basketball. However, it can be use for walking and running and is suitable for field practice on different grounds. Its high collar helps in holding the feet properly and avoids sprain. It can be wear with casual wears as well. This shoe look awesome when wear with narrow bottom denim. Tim, in the chair post you mentioned eliminating your plantar fasciiitis. HOW?? All my research says don’t go barefoot, don’t go flat sole, don’t go thin sole,etc. Basically the opposite of what you say. Does anybody have an answer for this one? And Tim, if you know how to rectify the PF problem, that alone will sell a lot of copies of your new book. I’m a 4 hour believer. I’m living it. It works. <>] next week to get me in the Paleo-Primal spirit. I figured if Mark from the Primal Blueprint, Tim Ferriss of the 4 Hour Workweek, my friend Kappy, and Saint all swear by these things, it’s time for me to jump on the <>]
Buy UK Converse Shoes, Converse Trainers, Converse Chuck Shoes, Converse Chuck Taylor Trainers, Converse Gear and Converse Clothing at the best prices. Converse Shoes and Converse Gear is produced by Converse – the world famous Fashion, Skate, BMX a. Read More <a href=http://buyadidasouterwear.info/lethal_nike_shox_youth.html>Long reach high school columbia maryland</a> There are plans of opening still more hundreds of boutiques across the country. Here we can shop shoes by style rather than size. Once you love the model of the sandals, below you can find the size labeled on the box. Ranging from metallic heels, to pumps, to sexy stilettos, one can find all variety of shoes available here catered to the style and comfort needs as well. To my surprise, I found some of my favorite brands, Nine West, Tahari, Nina, BCBG, Steve Madden etc available here in much least prices. I’d really like to learn more and maybe pitch in. I’m a life coach and passionate about change and children. I wear about a size 9 and bought size 41 KSO’s, the smallest size REI carried. I’m gonna special order size 40, or just get ‘em somewhere else. Would this sort of shoe be better than walking barefoot? Other than the foot protection, how is this shoe better than walking barefoot? (I’m trying to figure out whether this shoe would make my pronation better or worse). Champagne Shoes Wedding, Champagne Wedding Shoes, Cheap Ivory Wedding Shoes, Cheap Wedding Shoes Ivory, Cheap White Wedding Shoes, Ivory Peep Toe Wedding Shoes, Ivory Satin Wedding Shoes, Ivory Wedding Shoes, Silver Wedding Shoes, White Satin Wedding Shoes Mens Oakley Bow Tye | Mens Oakley Bow Tye Two | Mens Oakley Clean Tye | Mens Oakley New Tye | Mens Oakley Rip Saw | Mens Oakley Servodrive | Mens Oakley Tour Jacket All in all, I didn’t get the pair – the wife and I are starting running and I ended up with a traditional pair of shoes; I figured it would be a lot of work to get them, and they didn’t carry what I really wanted anyway. But I still want the Vibrams. I’m thinking about ordering some KSOs online since the store didn’t have what I wanted. It feels like a small amount of money for something that has so many benefits, or a large amount of money for some novelty water shoes :-). So I dunno….gotta convince the wife that I need *another* pair of running shoes after getting a normal pair!
Am suddenly very interested in getting something like these, however the toes out, geeky look will never go down well here in Edinburgh where I’m currently living. However, thanks to BCRs post on May 7th regarding the Terra Plana brand of “barefoot shoes”, I might be able to do that. Look like ordinary shoes with all the advantages. <a href=http://buyadidasouterwear.info/puma_store_in_boston.html>Blade football gloves nike</a> Moi c’est completement l’inverse… Je bavais a mort sur les luke de l’annee dernieres mais cette collection, je la trouve a chier quoi… Nike air max LeBron VIII (8) is the eighth installment of LeBron Signature Series. Nike Simply took some hints from the LeBron 7 when designing LeBron 8. Cause it borrows Considerable elements of designs from LeBron 7 and LeBron 7 (PS). The most recognizable element should be the large full size Air Max sole. Equipped with many innovative technologies and selected materials, this new Lebron James Shoes has been shaving a lot weight but still possess the support and stability you need down on the hardwood and your local court. LeBron 8 has take the Air Max LeBron into a new level. No need to mention, It have gained a fast popularity among sneakerheads and ballers since this Lebron James Basketball Shoes's first release. We recently brought in a lot of new sytles of Nike Air Max LeBron 8 (VIII). Let us know which one is your favorite,if you intend to buy one pair at LeBron8.com. I have been wearing VFFs for 2 years now (the Sprints). I was an early adopter of them after being introduced to them by barefootted. I also traveled to Copper Canyon to run with the Tarahumara in the 2008 Copper Canyon Ultramarathon. How do our shod feet compare? The following more common image, also taken from the 1905 study, demonstrates feet that are shaped like the owner’s shoes. No such line can be drawn, and the little toes crowd to a point—a comparatively unstable, narrow base for walking or standing. I have been running in Vibram FiveFingers for a couple of years now. Once you strengthen the feet and get over the mental block that comes with years of being conditioned by society that you NEED SHOES TO GO OUTSIDE anything is possible. Cool Hunting is synonymous with seeking inspiration. Our global team of editors and contributors sift through innovations in design, technology, art and culture to create our award-winning publication, consisting of daily updates and weekly mini-documentaries. Founded in 2003 as a designer's personal reference, we now have an international audience of like-minded creative people, who find our content on coolhunting.com and on our iPad app, follow us on sites like YouTube, Twitter and Facebook, and subscribe to our RSS feed and email newsletter. Read more. If you’re curious about which ones to pick and how to fit ‘em and what they’re like after living in them for five months, and how great they are for getting through airport security without shoe removal,