There have been more than a few raised eyebrows in the digital media world this week when Nielsen/NetRatings came out with a new metric to guage Web site popularity by adding in the factor of time spent on a page. AOL came in first! Shocking!
Well, we sat down in the Beet.TV studio this morning with Scott Ross, head of product marketing at Nielsen Online to explain all this.
He makes a pretty good case for the value of time spent. He told me it’s a fairer way to measure engagement. This is very important for video producers who create content that is watched for the duration of the clip. For video, it’s often just one page view — but it’s an important engagement.
It will be interesting to see how this impacts advertising strategy and rates. Stay tuned.
— Andy Plesser