Friday, July 02, 2010

Time Spent vs. Click Throughs

For readers of this blog, you know that we’ve been a proponent of time-spent for some time now. In fact, our belief is that share of time = share of mind = share of market.

Seems that we now have some actual data that support our beliefs.

According to a recent research study from comScore and MediaMind, the click-through is an irrelevant measure of online marketing success. Consumers apparently engage with video and commercials, but don’t typically click-through the commercial to another destination.

What does this mean? Well, according to comScore, it means that it’s more important to measure the dwell-time with a commercial or ad than it is to measure the click-through rate. In fact, according to the report, dwell time is the metric that should be use to track performance.

Performance, huh?

In other words, what the report is saying is that performance can now be measured. As we know, whatever can be measured can be monetized. Which means that performance can be monetized.

Nice to hear someone else saying it besides ourselves.

By the way, if you’re wondering how performance can be monetized, it’s as simple as clicking here.

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