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© Cooperatize 2015
Analytics Case Study
• We analyzed 150+ sponsored stories
between June-October 2014
• Over 175,000 scrolling actions were captured
• Our technology allows us to track how long a
reader spends reading a story and how far
they scroll in the story
• We classified each individual story as an
Inspiration, Intent, or Purchase type of story
Key Takeaways for Travel Partners
© Cooperatize 2015
50% of People Read Halfway
Regardless of the story type, 50% of people
reading travel-related sponsored stories go
more than halfway through the story.
© Cooperatize 2015
‘Purchase’ Stories Get Read the Most
Sponsored stories of the ‘Purchase’ type have
a clear call-to-action such as download an
app or make a reservation.
More than 10% of ‘Purchase’ stories are read to
the very bottom past the comments.
Story Completion Rates by Story TypeStory Type Completion Rate
Inspiration 5%
Intent 9%
Purchase 11%
© Cooperatize 2015
City/State-Level Reading Time Metrics
We analyzed the reading time metrics for an
individual story on a popular travel blog. The
story is an ‘Inspirational’ type of story.
While Californians
seem to enjoy reading
more than half the
story, readers in Illinois
spend twice as much
time reading through
the story (2 minutes vs.
1 minute).
General Sponsored Story Trends
© Cooperatize 2015
30% of People Scroll More
Than Halfway Through
64% begin scrolling once
story loads
30% read through at least
half the story (of those
who scroll)
4% read to the very
bottom of the story past
the comments
Sponsored Story Readership
© Cooperatize 2015
Readers Most Engaged with
Stories on Finance Blogs
Readers spend nearly twice as much time
reading about finance and local events
compared to other stories.
© Cooperatize 2015
Fashion & Food Blogs Also
Encourage Scrolling
When the story first loads for Finance,
Fashion, and Food blogs, readers are more
likely to start scrolling.
© Cooperatize 2015
Local Events, Career, &
Fashion Top Engagement22.5 minutes
Avg. Total Engagement*
17.8 minutesAvg. Total Engagement*
11.5 minutesAvg. Total Engagement*
*Avg. Total Engagement defined as time between when the page loads and when the reader closes the tab in their browser
Local Events
Career
Fashion
© Cooperatize 2015
Readers from Certain States
Skim Stories
Top 5 States for Total Engagement*
State Minutes
District of Columbia 28.98
Washington 10.24
Illinois 10.12
Missouri 6.03
California 5.26
*Avg. Total Engagement defined as time between when the page loads and when the reader closes the tab in their browser
Top 5 States for Time Before First Scroll
State Minutes
Alaska 3.60
Texas 2.98
District of Columbia 2.35
Delaware 1.80
New Mexico 1.53
Top 5 States for Time to Read More Than Half of Story
State Minutes
New York 7.96
Nebraska 2.52
New Mexico 1.96
Wyoming 1.73
Colorado 1.65
Top 5 States for Time to Finish the Entire Story
State Minutes
Mississippi 9.62
West Virginia 4.58
Rhode Island 3.89
Oregon 3.84
Colorado 3.72
© Cooperatize 2015
Al Chen
(415) 894 0647
Contact
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