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82% of the brand ads are effectively seen compared to 73% of the overall display campaigns. Brand ads are seen more often, but they are also seen longer : the impressions last 21.9 seconds on average for brand management campaigns which is +40% better than the average impression duration of display campaigns (15.6 seconds).

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The crisis has already an impact on the worldwide ad-market.

Two consequences are worth investigating:

• a decrease of the overall adspend
• a move to more measurable media, and so, the Internet

When the future is uncertain, nobody takes risks, and prefers to spend money where the ROI is measurable.

And Internet can be better measured than the other media.

Up to know, people used to think that only clicks could be measured. So, in these trouble days, there is a tendency to increase the market share of CPC advertising.

But what the market has started to discover, is that it is now possible to know if advertisements are seen.

If you can tell advertisers if their ads are seen, they will be more confident to invest.
An adnetwork or an agency that proposes Alenty's visibility measurement is more likely to keep existing advertising budgets.

With some of our partners, we are even setting up models to sell only the ads that were seen, or even, to sell visibility duration!

What if Alenty helped the ad-market to pass this crisis?

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Maybe you discovered it on your blog yesterday? Who's Hot 2 is available since last night!

As a reminder, Who's Hot 2 helps you to:

• Discover your audience with the ultimate community analytics tool.
• Increase your notoriety.
• Motivate your contributors.

To know more about Who's Hot 2 click here.

Special thanks to Mr Xhark, Wezzonaute and Jm Gall for their articles about Who's Hot 2 (in french).

If you have any questions or suggestions, leave a comment.

If you are not using Who's Hot 2 on your blog, install it!

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Thanks to all members of the community, we improved Who's Hot!

Who's Hot 2 will be available in few hours !

As a reminder, Who's Hot is the first Internet tool that helps bloggers to win notoriety, discover their audience and know their visitors!

What's new on Who's Hot?

• A new design for Who’s Hot (to adapt more easily to blogs!)
• More technical efficiency (for better performance!)
• A compatibility with most blogs platforms (Wordpress, TypePad, Blooger, Drupal, Blogspirit and all the others)
• Who’s Hot offers HotReport in public beta: the first community analytics tool!

For more information about community analytics visit our page.

If you are already member of the community, Who's Hot will be automatically upgraded on your blog.

If you don't have Who's Hot on your blog yet, you can easily install it for free here.

Inform all your friends to install Who's Hot, to help the community become bigger and bigger.

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How can you reduce the abandonment rate? First, you need to identify which steps cause this drop. But when the steps are all within the same page, what can you do?

Statistical studies for ergonomics provide interesting results, because all the visitors are measured.

I have already mentioned how we can measure the visibility of the different blocks of information that compose a page. You can see the demonstrations about articles and comments visibility, or adbanners visibility.

Let's talk today about usage.

Using a computer means interacting with it. Most of the time, you use your mouse and keyboard to interact.

On the Internet, some contents are designed not only to be seen, but also to be used:

• forms
• flash animations
• ajax applications...

Sometimes you need to click, sometimes you type, or you just move your mouse over an area.

In order to get consistent and comparable measurement, we have defined usage ths way:
Usage duration is the duration when the content is visible and there is mouse-keyboard activity on the content.

Difficult to give a more simple definition, isn't it?

There are countless applications of this technology:

• ergonomics improvement (pages are often too complex)
• ajax functionalities measurement
• basket abandonment analysis
• forms optimization...

We have prepared a demonstration of how to measure the usage of different pieces of a page.

This demo shows that we can measure for instance the different steps required to finalize a purchase, even if these steps are achieved within a single page!

We can even go further and measure how it takes to fill each field of a form!!!

These studies interest every e-commerce website, but also all the websites that make you fill forms, or that provide online applications.
Basically everybody, no?

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Analytics can be very efficient to improve a website's ergonomics.

Let's quote three main types of ergonomics studies:

• focus groups, with or without eye tracking technologies
• comparative statistical analysis
• usage measurement

Focus groups consist of observing a small number of testers (usually less than 20) when they use the website. You analyze their clicks, what they look at (eye tracking), and also ask them questions about their feelings and comments.

Comparative studies are achieved thanks to different versions of certain pages, and the analysis of the results of each version. For instance, Google optimizes their pages by testing different versions on a few million users (!) and comparing the click rates on their ads.

I will spend more time on the third method, to which Alenty's technology provides new possibilities.
A measurement tool is embeded into the page (and potentially for all the visitors). This tool records several parameters about the usage of actual visitors (visibility and usage mainly) of different elements that are inside the page.

This way you can know if users scroll down the page, or if they use such or such functionality. It is allthemore interesting as more and more actions don't make any server call, and are completely invisible to the webmaster. Ajax technologies for instance drastically improve the website's ergonomics, but on the other end, the webmaster gets less information.

The type of analysis is extremely large, and depends on the specific needs of your site:

• visibility of blocks of information, of advertising banners
• conversion funnel within a page (when several steps must be validated for instance)
• drop rate on a form (what question generates the highest drop rate, before the form is even submitted!)
• usage of different application modules (widgets for instance), etc.

Soon, a specific demo about this concept of usage, are you interested?

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Plugg.eu is a conference on march 19th, in Brussels, Belgium.

Alenty is one of the 20 European start-ups selected to compete during the conference.

The jury is composed of entrepreneurs and VCs.

You can come to meet us, or provide your support and applause my presentation to influence the jury ;-) !

To register, go to the registration page!

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The buzz word of these days is "attention", like "being aware", not like "being careful".

What is attention?
You can look at this definition (via French Wikipedia, I translate):
"Attention is when the mind captures, in a clear and vivid way, an object or a series of ideas among many other possible ones (...). It implies that some objects are removed so that the others can be efficiently treated."

Moving from psychology to business, this definition can be summarized, in a very personal way:

• instead of thinking how you can please your wife or play with your kid, focus your attention on how you can spend your money
• once you are compeled to buy, what product "among many other possible ones" will "capture" your mind (brrr… scary, isn't it?)

Well… But this new and more psychological definition of advertising presupposes that we are not so stupid, which is already not as bad as the old advertising definition...

We are able to make choices, so how can marketers influence them?

By capturing as much attention as possible.

Attention can take different shapes that have a different intensity. If we only look at the attention through a computer (which has a limited number of inputs and outputs), we can define the following kinds of attention:

• viewing (reading, watching a video, viewing an image, etc.)
• hearing (the sound of a video, a song, a speech, etc.)
• using (moving the mouse, clicking, keyboard strikes, joysticks, etc.)

They correspond to the three senses that are accessible through computers, if you assimilate using and touching.

As man is multitask (well, this is true for his wife), he/she can see and hear at the same time. And "see" does not mean "use".
Of these three kinds of attention, one can only say that usage seems more intense than the other ones, because it takes into account touching, viewing, sometimes hearing, and always thinking.

Different business sectors will prefer different kinds of attention:

• newspapers will focus on viewing (reading mostly, but more and more video)
• the music industry on hearing
• the game editors will target the usage.
• brands will mix the three above to maximize attention

Economy is the science of scarcity management, "attention economy" need a scarce resource.

Time is a scarce resource that is common to all of us.

So, I think that attention economy can use time as a currency. But which time? We can define three kinds of time:

• viewing time,
• hearing time,
• using time

The total time spent on one of these attentions (don't forget that they can be done in parallel), can be called "attention time", and can be measured.

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Who's Hot can now be installed on all the websites!

Go to your personal space to register your site: http://www.alenty.com/xwiki/bin/view/Perso/MySites

With the universal Who's Hot, each visitor to your website makes you hotter, and you gain visibility!

Universal Who's Hot cannot filter comments, as it does for Wordpress and TypePad. This feature requires that Who's Hot gets integrated with the blog system.

But if you want to filter comments on your site, you can join our developers program. We will provide all the documentation and support that we need to make Who's Hot fully functional on your website.
You will see, it is very simple!

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The new version of Who's Hot is available!

Who's Hot can now be installed in a few clicks on:

• Wordpress
• TypePad
• Blogger

As in the previous version, Who's Hot analyzes contributions, readings and comments on a blog.

Visitors are more or less hot, depending on:

• their engagement with the community (time spent on the site),
• but also the content that they provide (time spent by the other visitors, reading their articles, and even their comments!)
• the reactions of the community (comments written about their articles)
• the tags of the different communities they belongs to...

Temperatures reflect their level of influence. Comments can also be filtered out, depending of the temperature of their author.

Who's Hot now shows a miniprofile when your mouse moves over the widget.

The miniprofile tells the visitor why a member has such temperature. It shows:

• the sites this members is admin of
• the temperature that the member has on the tags of the current site

This way, visitors can see which are the expertise area of the other contributors and visitors of the blog. The hottest ones can drive new visitors to their own site.

Interesting visitors make a community dynamic.
Who's Hot makes the best contributors more visible and helps them increase traffic to their site. So Who's Hot is a CRM tool for blogs, as it encourages them to bring the best content.

And you? Do you want to make your community more efficient?
Click here to install Who's Hot on your site