By David Murphy
Eric Hoppe, lead ad product manager at Pandora, applauds the FT’s launch of the Cost Per Hour advertising metric.
Thank you, Financial Times, for giving the advertising industry a new metric and trading currency. This week, the FT unveiled cost per hour, or CPH, a much-needed and more meaningful alternative to measuring ad performance based on clicks.
It also provides advertisers a direct way of buying what they want: consumer attention, rather than buying on a CPM basis – known as cost per thousand (mille), which has been the primary way to buy advertising since the dawn of the online era.
Successful pilot
The CPH metric, rolled out after a successful pilot project, is designed to measure what we intuitively know: advertisers shouldn’t have to pay the same for an ad that someone barely notices as they pay for one that captures a consumer’s attention for a significant length of time.
It doesn’t matter that the new metric came from a news organization that’s been printing on paper since 1884 (on pink paper, no less!). The important thing is that the FT has the killer combination for today’s attention economy – great content, simple access, and mobile optimization.
Mobile is especially crucial because people …read more
Source:: Mobile App News
