Digital Content Next has taken a deep look into time-based metrics for the publishing industry. The company has shared its findings in a new report entitled How Time-Based Measurement is Grabbing Digital Publishers’ Attention.
According to the report, 80 percent of publishers use time-based metrics. Out of those that don’t currently use them, 16 percent plans to start in the next six months. The remaining four percent plan to start using them at a later date. There weren’t any publishers that reported not having interested in using time-based metrics in the future.
Interestingly enough, there’s a belief that time-based metrics can replace other metrics currently used in ad sales. 52 percent of respondents believe that time-based metrics can replace the standard impression as a universal currency for an ad unit. Additionally, 48 percent of respondents believe time-based metrics can replace click through metrics.
Read the report on time-based metrics at Digital Content Now.
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