A new trend is developing amongst premium publishers online: they are working toward pricing and selling digital advertising space based on time. Specifically, they want to charge advertisers more for ads displayed on pages that readers spend more time on average viewing.
Research conducted by the organization Digital Content Next found that 80% of online publishers are looking to sell advertising space by time based measurements. Of these 80%, 4% are already doing so and 8% will begin testing in 2014.
One of the challenges that the industry sees with this move is the lack of standard metrics and methodology for determining pricing. Additionally, there is a lack of research that correlates viewing time to effectiveness.
If this transition is made industry-wide it will have large implications on the budgeting allocation that advertisers use for their digital spend.
Research conducted by the organization Digital Content Next found that 80% of online publishers are looking to sell advertising space by time based measurements. Of these 80%, 4% are already doing so and 8% will begin testing in 2014.
One of the challenges that the industry sees with this move is the lack of standard metrics and methodology for determining pricing. Additionally, there is a lack of research that correlates viewing time to effectiveness.
If this transition is made industry-wide it will have large implications on the budgeting allocation that advertisers use for their digital spend.
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