Friday, August 12, 2011

Impressions vs Commercial Length: What Scales?

Take a look at the following numbers.

As the number of impressions continue to decrease, the Opportunity To Engage (OTE) comes through message length. The actual Engagement Per Opportunity (EPO) will depend primarily on how well the content is crafted.

The discussion regarding the digital platform seems to still be centering on how do we get scale through reach.

In broadcast, the OTE was scalable through reach. On the digital platform, it seems as if OTE will come through message length.

In other words, how long replaces how many?

The industry has been very good at monetizing how many.

Will it be as good at monetizing how long?

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