Scott Kurnit has started something called AdKeeper. What AdKeeper does is allow people to save online ads that they’re interested in for later.
Skeptics tell Kurnit that no one is going to save ads.
I agree with Kurnit. I think that he’s figured out what many have yet to accept - the digital platform is about time optimization. The ad industry thinks the digital platform is like television. That it’s about size, scale, about how many.
The digital platform is about how long, not how many.
It’s about how quickly can I find something out and move on to something else. In other words, time optimization.
That’s why people dislike pre-roll or forced views. It takes time optimization out of their hands and puts it back into the control of the advertiser.
People don’t dislike advertising. People dislike forced-view interruptions because it affects their time optimization.
People will watch commercials when they want, on their time. The industry doesn’t want to accept that way of thinking because it doesn’t scale. And the foundation on which the industry's finances are built is size.
What does scale online is time. And what advertisers should be attempting to scale is how much time they can get each potential customer to spend with their brand. On their terms, not the advertisers.
Kurnit can now measure that. And, I’m going to bet that because the viewer asked the ad to be put aside, AdKeeper will get more time spent with individual commercials than other distributions methods.
He hasn’t said yet if he’s going to measure and sell time spent rather than impressions.
After all, time is money.
Especially on the digital platform.