SAYDaily reporting:
For the last 10 years, media watchers and content creators have been talking about how consumers are time-poor,
and advertisers have to fight that much harder to get the attention of
consumers. And yet media is not sold based on how much time people spend
engaging with the content. I'm not talking about buying a 30-second TV
spot, or a 15-second radio ad here. I'm talking about people reading an
article and taking the time to comment on it or share, people playing a game and posting a high score, or watching a video – again and again.
Advertisers are still, despite all the research
into online habits, buying into supposed impact strategies. The worst
of these are homepage takeovers (often found on content site homepages –
the traditional portals and media properties). Never mind that the
average time spent on these content pages can be fractions of a second.
If you go to MSN's homepage, you're
probably there to go to Outlook (formerly Hotmail), similarly with
Yahoo! or AOL. If you're on a showbiz gossip site like MailOnline, TMZ or DigitalSpy, you’re busy scanning down the page for headlines or images that catch your eye...
... The reason we talk about Point-of-View publishing
here at Say Media, is because it represents the value that lies in
premium content. Premium content creates an engaged readership – which
by extension makes for better advertising opportunities. When we talk in
page views and uniques alone, we ignore the magic at work in the
editorial offering and the relationship that a content property has with
the reader. It's also interesting to note that ad-supported content
online is deemed wholly acceptable by the Internet public. A recent U.S.
poll showed that 92 percent of those surveyed felt that free content
was 'very' or 'somewhat' important to the Internet, and 75 percent of
the same sample said they preferred an ad-funded model....
http://saydaily.com/2013/05/page-views-rip-long-live-engagement.html
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