Publisher Hearst UK has launched a new metric to demonstrate the engagement quality of digital branded content for its commercial partners. Hearst’s Engaged View Rate (EVR) will measure how many times the audience views a piece of content for more than 30 seconds and scroll to 75% or more of the page. EVR will ensure clients are provided with in-depth analysis of engagement levels, in addition to reach. 

EVR gives Hearst the ability to analyse live branded content performance metrics in order to apply real-time learnings to content going live throughout the campaign phases. This analysis can be utilised both during a campaign, and on all future campaigns, to maximise consumer experience and optimise engagement levels. 

Shop Direct's Very.co.uk is the first client to benefit from EVR for its V by Very own brand fashion campaign, which is running across Cosmopolitan and Women’s Health. 

Clare Gorman, Chief Operations Director, Hearst UK, comments 'With trust being such a key issue for the industry, EVR demonstrates Hearst’s commitment to delivering meaningful results for our commercial partners. It is vital to start leveraging our data insights to openly share metrics with clients on how consumers are engaging with commercial content to deliver effective ROI. '

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