Tuesday, May 12, 2009

Online advertising: Time And Engagement Beats CPM

May 7, 2009: summarized from ADOTAS -- One interesting theme was the idea that online advertisers should rely more on time spent on a page as opposed to just page views as a deciding metric. VideoEgg CMO Troy Young started the discussion and promoted moving away from page views and toward time a user spends on a page or at a website. It was an idea later brought up by Matt Freeman, Betawave CEO, who said that its not only how much time a user is online, but what he is doing that should be a factor in sending advertising to him. His parting shot, via a slide was, "Is an impression still an impression if it doesn't make one?"

Of course, VideoEgg, which also launched a new product,and Betawave are in the attention and engagement end of the business. But despite the soaring number of online users and page views, the traditional online advertising model is in a steep decline and advertisers want more. Could it be time over impressions?

Full story at: http://tinyurl.com/d4tpny

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