There was a nice article written by Pat LaPointe today on the lack of credibility with measurement in advertising.
What it comes down to is this: Is what you're measuring aligned with business results? If not, it will lack credibility in the eyes of the client.
As you know, we believe that share of time is the digital equivalent of share of mind. In fact, the only way to truly measure share of mind is through share of time.
And, if it’s true that share of mind leads to share of market, then share of time should be a fairly accurate indicator as to what the share of market is going to be.
The way we measure share of time with commercials on the digital platform isn’t through impressions, but rather, through view duration.
Viewer clicks in to watch, and, at some point, clicks out. That’s view duration.
Measurable on every digital platform known to man and woman.
We can only assume that the longer the commercial is viewed, the better the chance of the commercial persuading the viewer why the product is worth purchasing.
Otherwise, the agency would have created a shorter commercial.
It’s in this way that view duration ties into business results.
So why is it that advertisers are still buying impressions rather than view duration?
Good question, if we say so ourselves.