According to Adage and a recent survey performed by Digital Content Next, the vast majority of premium online publishers would be interested in pricing advertising activity based on time-related metrics, benefiting from users being exposed to ads for longer periods of time.
This is an interesting twist in a market where new reach, exposure, and ad resonance metrics have led to increasing demands from advertisers who seek to hold publishers accountable for their audience guarantees. It's becoming more apparent that these technological advances may provide high quality publishers with engaged users more leverage as well.
Financial Times has been the first publisher to pilot this idea, while a number of other publishers are providing time-based information but not yet pricing ads based on the metrics. It is unclear how much of a premium these publishers will be able to command for increased time of engagement. Advertisers are seeking more and more for action-based metrics, and if publishers cannot show evidence that increased time of exposure links to some sort of tangible result, then the ability to monetize against this metric will be limited. I expect publishers to be able to command a premium for certain tranches of exposure, providing the ability to differentiate between users who barely saw the ad versus those who looked at it for a significant period of time.
Source: http://adage.com/article/media/80-premium-publishers-sell-ads-based-time/295523/
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