This is just a quick post to say check out the cool Ford Mondeo expanding medium rectangle running on the home page of Carsales. This is a Media a first for Carsales and just a taste of the type of new advertising opportunities that will be available on Carsales in 2008.
Earlier this month Nielsen Net Ratings announced (press release) that it will focus on 'time spent on site’ as its primary measurement for audience engagement and site popularity.
While this may not entirely spell the end of the Page View, it will definitely take more of back seat as advertisers move to align themselves with sites that engage and retain audience attention. “Is it better to have 10,000 people spending a minute interacting with your brand than 100,000 exposed to it for 10 seconds?" OMD’s managing partner, Leigh Terry as quoted in SMH.
Thursdays article Google, ninemsn may face revenue loss as advertisers click with time online highlights some of the potential outcomes of this important shift in focus.
Monique Talbot, the chief executive of online ad sales company Tempest Media, said Seek, eBay and Carsales all stood to benefit from the shift. "We've been banging on about engagement for a long time. But now it seems that they are listening." She said advertisers had not been using time spent as a buying lever. "Now they are realising that they are not just buying a click but learning the value of it."
The big questions here are, ‘How long will it take for this to have a meaningful impact on media buying behaviour?’ and ‘Which agencies will lead the way?’
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The latest research from Nielsen Netratings shows that Carsales.com.au has further consolidated its position as the No1 automotive site in Australia, capturing a record 1,473,052 unique bowers in May. This figure represents almost 39% of the total online automotive market in Australia and is 408,488 more uniques more than it’s nearest rival.
In May Carsales.com.au also clocked up a whopping 88,920,671 page impressions and was the fastest growing site among the top five sites, finishing more than 5% ahead of the market.
"These latest figures and the fact that we've surged even further ahead of our nearest rival, clearly stamps our position as the leader in the online automotive market," Carsales Managing Director and CEO Greg Roebuck said.
