/ An inside look at the business of digital content
Why Your Attention Is Worth More Than Your Click
October 6, 2014 | By DCN
Without a doubt, the quantity of content available online is at an all-time high. One hundred hours of video are uploaded to YouTube every minute, and 500 million tweets are sent per day. But human attention is a finite resource. If nothing else, there are only so many waking hours in the day. So as we seek to create a media ecosystem that is vibrant and viable, we must recognize that attention is a true measure of success.
As Jon Slade, commercial director of global digital advertising and insight at the Financial Times, said, “It’s about time we stopped counting quantity and looked instead at quality — specifically for brand campaigns. Attention is what matters, not pings from an ad server. Let’s look at outcomes that matter!”
In a survey conducted for a forthcoming report by Digital Content Next, which represents the top digital publishers, 100 percent of the participating members indicated that they either already use time-based metrics or plan to do so in the future, and 80 percent demonstrated interest in transacting on the basis of time…