Video adtech company Viously analyzed the performance of the top 100 French websites in terms of audience offering video content (*) on the criteria of user experience and navigational fluidity - commonly called "Core Web Vitals" - and measured here by Google PageSpeed Insight.
This measure takes into account the speed of loading the page's content (Largest Contentful Paint), the stability of the page (Cumulative Layout Shift), and the delay of interactivity offered to visitors on the page (First Input Delay).
The "Core Web Vitals" are the quality of the experience provided by the sites to the users. And from this, the satisfaction of their audience, its retention and potential growth over time, the time spent and number of pages viewed, but also the referencing of the sites, and their overall performance both in terms of audience and experience and advertising revenue. It is therefore strategic for publishers to take an interest in these scores and to maintain or optimize them at the highest level.
However, this general observation is not a fatality, and all the scores can be improved.
Viously notes a significant difference between sites equipped with the Viously video player and other sites: the improvement of the score can go up to +37 points in Mobile (depending on the category) for publishers partnering with Viously (versus others), and up to +32 points in Desktop.
“Faster websites create a virtuous cycle because they create a better UX, so more time is spent on page. If more time is spent on page, then it provides strong signals for Google SEO and Discover which then drives more audiences."
"Similarly, the second effect on time spent is that you have more exposure for advertisers, so their performance is rising too.” relates Loic Dussart.
Publishers often tend to think that the issues are with their advertising partners. Some problems are, yes, but there are a lot of optimizations that publishers can undertake now for fast and immediate impact add Loic Dussart.
For more information about this ranking, a particular category or information about your individual scores, please contact Viously at: email@example.com
(*) Based on the ACPM ranking of November 2022: https://www.acpm.fr/Les-chiffres/Frequentation-Sites-et-Applications/Classement-des-Sites and by keeping only the sites offering video content through the use of a "video player".
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