Fifth Network launches page view time metric

By measuring how long a consumer spends on a webpage, Fifth Network, an online video solutions company, believes it can deliver brand advertisers the optimum web-pages on which their ads should be displayed.

According to Bill Caspare, Fifth Network’s president and CEO, early tests of the new metric have enabled them to deliver advertisers good CPM at rates lower than premium inventory, as well as providing environments conducive to brand exposure.

“Longer exposure time, as touched upon by the OPA in their report on video advertising and consumer behavior, and ATLAS in their recent Digital Marketing Insights report, is linked to greater brand awareness and improved brand lift,” said Caspare in a recent release.

A report by Clikz cites Allen Stern, media director for Agency.com in San Francisco, as saying, "It's definitely something we'd want to explore, since sometimes we see that transitional pages do not perform very well.” Stern also expressed some concerns about the fallibility of such a measurement.

Another report, this time by iPlot, questions whether exposure alone is enough and whether the “attention experience” ought also to be focused on.

Tags: attention experience, attention targeting, online advertising, online metrics