City Am joins digital ad platform The Ozone project

May 17, 2021 | Content marketing

Created in-house, the Ozone Attention Index has launched following consultation with almost 100 media leaders and practitioners on the validity and usefulness of different metrics. Using the most desired signals from digital advertising performance, and weighting these accordingly, Ozone has created an attention-based benchmark for success. This will feature in addition to clients’ own campaign KPIs. The model behind the Ozone Attention Index combines a number of weighted metrics that are deemed important to both advertisers and publishers in measuring engagement in premium environments. These measures include Active View (the amount of time the user was on the page with a window in-focus), Scroll Rate (the percentage of impressions where the user scrolled), Screen Real Estate (the average percentage of pixels that the ad fills on the user's screen), and Interaction or Touch Rate (when a user actively enters the frame of the ad). A number of other hygiene measures will be factored into individual campaign indices, with Ozone's Client Services team continually reviewing these in consultation with agencies and advertisers on completion of campaigns. Using historical data, Ozone has found a positive link between higher scores for the Ozone Attention Index and higher shifts in brand lift as independently measured by Brand Metrics. Building a deeper understanding of this correlation through live campaigns - as well as the link with other client success measures - will be a key focus for the Ozone Attention Index moving forward. Craig Tuck, Chief Revenue Officer at The Ozone Project said, “Since Ozone’s inception we have talked proudly about the proven power of premium online environments in helping capture attention for advertisers. That is why we are very excited to be launching this initiative at a time when attention is firmly in the spotlight. While we are very supportive of the huge amount of industry thinking going into cross-media attention currencies and measurements, we believe that this index represents a live and actionable first step towards optimising digital advertising against indicative measures of greater consumer engagement. Needless to say we will continue to work with our clients to test, refine and iterate our model to ensure it consistently adds value - alongside their other KPIs - to their campaigns’ success.”
The Ozone Project - the UK’s leading digital advertising platform built for brands, by publishers - has announced City AM as the latest publisher to join its alliance.

The addition of the leading business news brand presents a significant opportunity for Ozone’s advertising partners as a result of City AM’s professional, affluent and educated business audience. The news follows a significant expansion from Ozone’s audience over the past 18 months and is a pivotal time for City AM as its website traffic reaches record highs.

The Ozone platform offers advertisers a unique single view of reader behaviour across all of its titles, generating deep insights and activation capabilities for brands looking to reach their audiences in context-rich environments, through behavioural targeting and other methods not reliant on third-party cookies.

This new partnership comes as City AM’s website traffic reaches record highs. Google Analytics data shows CityAM.com reaching 3.2m unique visitors in February, breaking three million for the first time with 125% year on year growth. At the same time website page views increased significantly with audience profiles matching the valuable ABC1, full-time working profile of its sister newspaper.

Ozone’s audience has expanded significantly in the past 18 months as it advances in its mission to create a scaled, brand-safe and transparent advertiser-led alternative to the major tech platforms. The Ozone platform reaches over 99% of the UK’s online adults every month, with almost 60% of these visitors seen every day, and almost 90% every week. With the addition of City AM, the platform is now powered by premium inventory from eleven leading UK publishers.

Damon Reeve, CEO, The Ozone Project said, “As the Ozone platform continues to grow, we’re delighted to welcome high quality publishing partners who add great value to our advertiser proposition. With such a strong audience profile City AM is the epitome of this, particularly when combined with the stellar digital growth the brand has experienced over the past year. At Ozone we’re focused on creating a better digital future for both advertisers and publishers, and partnerships like this one will be central to its success.”

Harry Owen, Chief Operating Officer at City AM, said, “We’re delighted to see the impact of our digital focus now delivering strong results across CityAM.com. As we continue to invest in and grow these channels, it is the perfect time to be joining The Ozone Project, as the platform cleverly packages premium audiences and inventory for advertisers. We welcome any opportunity to make it easier for brands to engage with our reader-rich offering and we look forward to building on our digital success with the Ozone team.”

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