Financial Times kicks off trials to sell advertisers ‘blocks of time’ to tackle industry’s viewability issue | The Drum

This is an interesting concept but sometimes it really feels like we take two steps forward and one step back in this industry. Our greatest strengths — measurability, laser-targeting, accountability — are also our greatest weaknesses.

“We can now report back to a client and say ‘we served you a thousand ads, and of those, 500 were seen for one second, 250 were seen for 10 seconds and 250 were seen for 30 seconds,” Slade went on. “The next obvious step is to sell blocks of time.

“We can sell a thousand hours of exposure to a chief executive audience in Germany, for example, or we can give clients 500 hours of exposure to finance directors in Belgium. That currency has a lot of merit.

via Financial Times kicks off trials to sell advertisers ‘blocks of time’ to tackle industry’s viewability issue | The Drum.

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