Online advertisers are looking for
new more accurate pricing models. Joe Slade, the commercial director of digital
advertising and insight at The Financial Times recently told Adage “no one has
come up with a new currency in digital advertising in – a while.” Slade thinks
that cost per hour, CPH, which measures the amount of time an ad appears to
online readers, could be a game changer for pricing digital advertising.
CPH and other attention metrics could
completely transform online ads and the analytics industry. Advertisers would be more confident that
people are viewing their ads, and not just accidently clicking on them. Therefore, changing what resources and funds
they allocate to digital ads. Attention
metrics could also change how digital ads are created. Online marketers would want to create more
appealing and creative ads to keep the viewers attention for longer periods of
time.
The Financial Times is not the only
online media outlet to look at “so-call attention metrics.” Upworthy and The Economist are currently
investigating attention metrics, while not yet charging advertising using them.
However
there is resistance to change. Online
publishers and advertisers have spent years figuring out how to best buy
ads. Benjamin Zeidler told Adage “Agencies are among the
entrenched interests. They're good at buying ads. They know how to do it. It's
probably scary to change the mode of how they do business -- how they sell it,
price and benchmark it.”
As attention metrics become more
common, cost-per-click may quickly become an outdated pricing scheme.
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