Advertisers Looking to Catch Readers Actual Attention

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.

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Virginia MacKoul

Virginia is a graduate from the University of Florida's College of Design Construction and Planning with a degree in Sustainability and the Built Environment, and a minor in Urban Regional Planning. Virginia joined the Front Street team in 2011, as an intern. Upon graduation, Virginia joined the Front Street team full-time as the Director of Client Services. Ms. MacKoul’s addition furthers Front Street’s continued growth and expansion within Gainesville and other North Central Florida markets. She was promoted to Director of Marketing in 2014 and now manages the firm’s team of interns and oversees all marketing and branding activity. Virginia was born in Boston and moved to Lee County, Florida in 1997. Virginia graduated her high school's International Baccalaureate program and started at the University of Florida with a focus on Architecture. Virginia shares Front Street's passion of giving back to the community and those in need. Virginia's hobbies include photography, cooking, football, movies, music, and spending time with her dog, Brinkley.

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