Tuesday, May 20, 2008

What About Time Spent?

I was thinking more and more about something that Greg Wilson and I chatted about and that’s the idea that time spent is a very viable metric for measuring engagement and ad effectiveness.

What was really interesting about it is that if you calculate out the time spent with online video and the cost, on a CPM basis, you can come to a cost per minute of exposure. Then, you can compare that to an offline ad or TV ad and their cost per minute and the comparison will show you that online video is way more efficient.

Just imagine what it would cost you on a cost per minute basis to show a customer 30 minutes of advertising and marketing messages online vs. offline?

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