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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