Traffic is always a good thing to track in relation to an online advertisement. For example, how many times has an ad been clicked on and/or how may people were on the page the ad was placed. The issue is that specific information doesn’t define the length of time a consumer actually looked at the content and took the time to understand and read it. Several online publishing companies are starting to reconsider the way they sell their advertisements in relation to actual time spent on content. This will allow publishers to standout among other websites when competing for ads by using “audience attention” as a measurable component of advertisement exposure.
Publishers have come up with several ways to keep readers on a page longer, some of these include keeping better content on the page for a prolonged duration, removing clutter, more embedded videos and links to other social media. Gawker editor and chief, Max Read, explains that page views are important but they don’t tell the whole story. The Financial Times advertisement costs correlate with the measurement of time spent on content; individual stories tend to hold readers longer which in turn will make ads on this page a higher premium. What will be interesting to see in the next year or so is where advertising is taken with mobile content being that consumers are consistently on their phones, reading and searching for content.