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FAQ  – EE Journal Marketing Programs

General Marketing Program Questions

How does EE Journal’s social media reach compare to other digital electronic engineering publications?

As the first fully digital publication in the industry, EE Journal pioneered social media marketing to professional electronic engineers and continues to lead the field. We believe EE Journal has the largest social media reach of any trade publication targeting professional electronics engineers. Check out our Audience page for more information on EE Journal’s reader demographic and social following.

Does EE Journal capture leads? Do you offer cost-per-click (CPC), cost-per-lead, cost-per-action (CPA), or “guaranteed lead” programs?

When readers register with EE Journal, they opted to get emails ONLY from EE Journal. This, in addition to privacy regulations such as GDPR prevents us from capturing and/or sharing registration data with any sponsor. Our privacy policy has more information.

Instead, EE Journal’s content marketing programs are designed to generate interest and engagement in the sponsor’s content on our side, funneling qualified engineers to become first-party leads on your side.

Our Chalk Talk Webcast program is a great example of this approach. Chalk Talks boast a dedicated audience of professional engineers and each episode typically gets between 30K-60K+ views over the course of its promotion. By sponsoring a Chalk Talk, your company sets itself apart as a trusted resource for potential buyers, and the call-to-action URL you provide to accompany the episode is the gateway for potential leads. For maximum lead generation, we recommend choosing a call-to-action that lets listeners take the next step (and captures contact info). This might be a development kit, sample, a free trial, etc – but it should go beyond “learn more at XYZ.com.”

Over the past few years, numerous studies have shown that requiring registration early in the process turns away a shocking 99% of interested people, many of whom are real prospects. And, requiring readers to give up private contact information BEFORE they have consumed your content – read  your paper or watched your  video – creates a negative impression of your brand and drives prospects away.

Instead, we recommend not gating your paper and including a compelling call-to-action as part of your content or host page. This gives you a chance to impress and inform your readers and capture data from truly interested, quality leads.

Do you offer dedicated e-blasts or list rentals?

In compliance with GDPR and other privacy laws, the EE Journal privacy policy does not allow us to send emails to our list other than the specific newsletters for which readers have opted-in. 

What metrics do the monthly program reports include?

Monthly reports include results for all active EE Journal campaigns. Summaries of each metric is included below:

    • Chalk Talk Webinars

Clicks to Play (Webinar Views) is the number of people who have watched your Chalk Talk so far. Your Chalk Talk is featured on EEJournal.com home and content pages, in the EE Journal Daily email newsletters, on the EE Journal YouTube channel, on the EE Journal Facebook page, and in the EE Journal Twitter stream. YouTube tracks the total number of “views” across all these promotions and filters out fraud, bots, and spam-related views. This view count should correlate with the views you see in the EE Journal YouTube channel. Only “clicks-to-play” are counted – no “autoplay” is counted. YouTube also filters out very short views (they don’t disclose the minimum threshold).

Avg % Viewed is the average percentage of the Chalk Talk that was watched. Also, because of the way people tend to view (either leaving quickly or watching most of the way through) this roughly equates to the percentage of people who watched the whole presentation. Average % Viewed is calculated by YouTube.

CTA Clicks (or call-to-action clicks) is the number of people who clicked the “more information” call-to-action link. Call-to-action clicks are tracked by the EE Journal ad server.

Estimated Impressions is the number of people we estimate encountered your Chalk Talk, based on the EE Journal website UMV, email newsletter circulation, YouTube views, social media following, and the clicks your Chalk Talk has received.

    • VideoBoost

Clicks to play (Video Views) is the number of people who have clicked “play” on your Featured Video. Your Featured Video is promoted on EEJournal.com home and content pages, in the EE Journal Daily email newsletters, on the EE Journal YouTube channel, on the EE Journal Facebook page, and in the EE Journal Twitter stream. YouTube tracks the total number of “views” across all these promotions and filters out fraud, bots, and spam-related views. This view count should correlate with the views you see in the EE Journal YouTube channel. Only “clicks-to-play” are counted – no “autoplay” is counted. YouTube also filters out very short views (they don’t disclose the minimum threshold).

Avg % Viewed is the average percentage of your video that was watched. Also, because of the way people tend to view (either leaving quickly or watching most of the way through) this roughly equates to the percentage of people who watched the whole presentation. Average % Viewed is calculated by YouTube.

CTA Clicks (or call-to-action clicks) is the number of people who clicked the “more information” call-to-action link. Call-to-action clicks are tracked by the EE Journal ad server.

Estimated Impressions is the number of people we estimate encountered your video based on the EE Journal website UMV, email newsletter circulation, YouTube views, social media following, and the clicks your video received.

    • PaperBoost

Clicks to Read (or call-to-action clicks) is the number of people who clicked the call-to-action link on the paper promotion. The call-to-action link normally leads directly to the landing page for the tech paper on your site. Call-to-action clicks are tracked by the EE Journal ad server.

Estimated Impressions is the number of people we estimate encountered your paper based on the EE Journal website UMV, social media following, and the clicks your promotion received.

    • BlogBoost

Clicks to Read is the number of people who clicked to read a post on your blog. The link normally leads directly to the individual blog post on your site. Post clicks are tracked by the EE Journal ad server.

Estimated Impressions is the number of people we estimate encountered your blog promotion based on the EE Journal website UMV, email newsletter circulation, social media following, and the clicks your promotion received.

    • Targeted Display Advertising (Banners)

Impressions is the number of times your ad was shown on EEJournal.com or in an EE Journal Daily Newsletter. In newsletters, the user’s email client must have requested the ad image and actually shown the ad. Ads blocked by ad blockers or by email ad filters are not counted. Impressions are tracked by the EE Journal Ad Server.

Clicks is the number of times your ad was clicked on EEJournal.com or in an EE Journal Daily Newsletter. Clicks are counted by the EE Journal Ad Server

CTR (click-thru-rate) is the percentage of impressions that resulted in a click (clicks divided by impressions). CTR is measured by the EE Journal Ad Server

Help! Why doesn’t the traffic to my page recorded by my analytics system match your report? 

EE Journal uses the Revive ad server (a well respected, industry-accepted, third party system). Revive does all click-counting for us: each click on the URL you provided for your promotion is first counted by Revive before being forwarded along to your content. If you want to monitor your paper’s progress before our monthly report is available, we offer customers direct access to our ad server. Let your EE Journal contact know you are interested and we’ll send over login information and instructions!

If you are noticing a difference between the numbers in your monthly report and your in-house analytics system (such as Google Analytics), it is important to note that analytics systems and click trackers measure and filter traffic differently. We’ve experimented extensively to try to understand this discrepancy and we’ve found that analytics systems tend to report only about a quarter of the clicks captured by a click-tracker.

We find that in our industry in particular, large numbers of our readers who are professional engineers are visiting from behind corporate firewalls that tend to cause under counting by analytics programs due to hiding of individual IP addresses, suppression of cookie data, stripping of UTM “source=” parameters, and so forth. True click counters are immune to this effect as they count when the click occurs, whereas analytics programs track traffic arriving at your site to see where it came from, and are vulnerable to corporate firewall technology that suppresses or strips that information.

Similarly, because our programs make extensive use of EE Journal’s large social media footprint, a large portion of the traffic generated by your programs with us will not show EEJournal.com as the source. Clicks that originate on Twitter, LinkedIn, Facebook, YouTube, other social media sources, or from our email newsletters will show the source as those platforms, not EE Journal.

In the end, it is up to you whether to use the number of clicks counted by your analytics system or to use our reported number for your records. For the sake of consistency, we can only report the clicks our ad-server counts.

If you want to track clicks independent of our Revive ad server, you can send us click-tracking links from another ad server. When our ad server counts a click, it will then call your click-tracking link to count a corresponding click in your ad server, then send the reader on to your destination URL.

NOTE: this is NOT the same as sending us a tracking link with “?UTM source=”… UTM parameters are intended for use with Google Analytics (or similar systems). These will generally show a large discrepancy compared with true click-counting for reasons described above.

Even with click-tracking from another ad server, totals rarely match. Each ad server has its own filtering system to try to identify “real” clicks from other traffic noise. Most filter things like repeated clicks from the same IP address (which can occur legitimately when large company firewalls make it appear that ALL of their employees clicks are coming from a single IP address), clicks where the user vanishes before the page loads, clicks from suspicious IP addresses or geographies, and so forth. Click counting is an inexact process, and results should be considered only estimates of the number of individuals who engaged with your program.

Program-specific Questions

Chalk Talk Webcasts

Please reference the Chalk Talk Webcast program page for a general overview of the program. A few frequently asked questions are listed below, but more detailed information on how to prepare to record a Chalk Talk Webcast episode is included in our Chalk Talk preparation instructions.

How long should my Chalk Talk be?

We have produced Chalk Talks as short as six minutes, and as long as one hour. Our recommended target is 15-20 minutes as that is the peak point for audience retention. We recommend approximately one slide per minute – so between 15 and 20 slides is an average presentation, however we can deal with far more or far fewer. We want to take whatever time is needed to tell your story well, in a concise and compelling format that holds the audience’s attention.

Can we have more than one presenter?

Yes! Just let your EE Journal contact know you’d like to have two presenters and we’ll make sure we are prepared. Remember to think through which presenter will discuss which slides in your presentation deck and to send through headshots for each presenter.

When do you need my slide deck?

We would love to have your slide deck a week prior to your recording session. However, we realize that the reality in many companies is that people are making changes right up to the recording date. If you give us the final copy of your PowerPoint when we arrive for recording, it will work out just fine.

Can we have animations in our presentation?

Yes! We encourage animations in PowerPoint presentations for Chalk Talks. In a streaming presentation (versus an in-person talk) you don’t have the physical presence of a presenter to keep the audience focused, and to direct their attention to the appropriate section of slides. Animations can provide those visual cues to the viewer to see which bullet is being discussed or what part of a diagram is being described. We will often add additional animations during the post-production process to make the presentation clearer.

Can I make changes to my slides afterward?

Well, now you’re kinda pushing  your luck, huh? To reiterate – we’d really love to have your final PowerPoint slides a week in advance of your recording session. We’re “OK”… if you have to wait until the session to give us your final version. And, OK – yes, people often discover things during the recording sessions that they want to tune up about their slides. As long as you can get us your final-final-we’re not kidding this time – final slides within a week after your recording session, you won’t hold up post production on your episode.

HOWEVER – Once we have completed the integration of the audio with your final slides, we do NOT want additional changes to your slide deck. Swapping out PowerPoint slides in a finished episode is an enormous amount of work for the post production team. The proof/approval process at the end is not the time to be finding problems with your original slides – it is intended to catch any errors introduced in post production such as problems with the audio edit or timing of the audio with the visual elements.

Can the CTA link in the broadcast go anywhere?

Typically, the “call-to-action” link directs the viewer to a page of your choosing where they can take the next step of engagement – buy a development kit, download eval software, read a white paper, etc. We will promote this link in the advertising for the Chalk Talk and in the presentation itself. We embed clickable links into the video and we put the call-to-action link in the description below the video player as well.

How long does the recording process take?

Usually a Chalk Talk recording session takes about an hour.

How long until I see a proof of my Chalk Talk?

Our lead time from recording to first proof is approximately four weeks.

Targeted Display Advertising

An overview of EE Journal advertising options can be found on the Targeted Display Advertising program page.

Do you do pop-up ads or page take-overs?

Due to overwhelming audience feedback, EE Journal does not offer roadblocks, pop-ups, welcome ads, or page-takeovers.

Is click-thru-rate a good measure of my campaign performance? What is EE Journal’s average click-thru-rate?

No – EE Journal does not consider click-thru-rate (CTR) to be a reliable measure for the success of a campaign. Most banner ads are best suited to brand awareness campaigns – the creative delivers a message to the viewer, and the reach of that message is measured by impressions.

If your goal is to drive traffic to a particular product page or URL, we encourage you to utilize one of our Boost programs – Boosts have a proven track record for driving traffic to promoted content. However, if you don’t yet have content to promote using one of our Boost programs, we strongly suggest you include a call-to-action in your banner ad creative. We’ve found CTR varies widely depending on the ad creative and the strength of your call-to-action. Ads with the same audience and placement on EE Journal have seen between 0.23% and 1.39% CTR in the last year.

Do I have to submit all four ad sizes/types for my banner campaign? Why?

Yes – each Targeted Display Advertising campaign includes top, middle, and bottom banner placements plus a descriptive text ad/link on the home page of EEJournal.com, in the content areas of EEJournal.com, and in relevant email newsletters. The ads are responsive, which means they show when readers visit via mobile, desktop, or however our readers visit the site.

Can I have my display campaign deliver only on EEJournal.com or only in e-mail newsletters?

xxx

Can I use a 3rd-party tracker such as DoubleClick for my ad campaign?

xxx

Why do my Google Analytics results not match those in the report?

EE Journal uses the Revive ad server (a well respected, industry-accepted, third party system). Revive does all click-counting for us: each click on the URL you provided for your promotion is first counted by Revive before being forwarded along to your content. If you want to monitor your paper’s progress before our monthly report is available, we offer customers direct access to our ad server. Let your EE Journal contact know you are interested and we’ll send over login information and instructions!

If you are noticing a difference between the numbers in your monthly report and your in-house analytics system (such as Google Analytics), it is important to note that analytics systems and click trackers measure and filter traffic differently. We’ve experimented extensively to try to understand this discrepancy and we’ve found that analytics systems tend to report only about a quarter of the clicks captured by a click-tracker.

Boost Programs – VideoBoost, PaperBoost, BlogBoost

Can I target my boost campaign by region, country, 0r job title?

We want to do “content marketing” but we don’t have much content. Can you help?