Monday, January 04, 2010

Time For A Change

It’s now 2010.

Which means it’s time.

Or, maybe I should say that it’s about time that we consider time to be a viable metric for the digital platform.

Why?

Two reasons.

First, because time on the digital platform is measurable. And, to an advertiser, what is measurable is pleasurable.

Second, when it comes to viewer-initiated video, the amount of time spent with the commercial directly correlates to how effectively an advertiser spent his or her money to produce said commercial.

If they paid for thirty seconds to be produced and only ten seconds were watched, what was their ROI on production dollars spent?

33%.

Wouldn’t an advertiser rather have 100% ROI on their production dollars? Sure they would.

If an agency delivers a 100% ROI on production dollars, should said agency get paid more? I would think so, wouldn't you?

But only if they agree to be paid less if they deliver less.

In fact, why not tie part of the agency fee into length of view. It can even be a direct correlation. If the ROI on production dollars spent is 30%, the agency gets 30% of the agreed to fee.

Doable?

You bet.

It’s a new year with new possibilities.

Advertisers want accountability. All we can say is that it’s about time.

Literally.

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