Sam Petulla of Contently examines how The Financial Times is exploring charging online advertisers based on how long its readers spend on a page.
Petulla writes, “The British newspaper hopes this will solve some of the viewability problems that plague the advertising industry, and more properly value The Financial Times‘ deeply engaged audience. According to Jon Slade, commercial director of digital advertising for The Financial Times, the newspaper’s readers are spending six times more time on The Financial Times than on similar business sites.
“This strategic shift is part of the broader vision that the The Financial Times sees for the future of advertising. Slade said that The Financial Times wants to distinguish every aspect of their brand through quality, and using time as an advertising currency fits that mission perfectly.
“‘Quality comes with great service, great ideas and an appropriate currency,’ said Slade.”
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