Global round-up: Economist opts for timed ads

Global round-up: Economist opts for timed ads

Economist opts for timed ads

British weekly The Economist has decided to offer a new audience measurement for its digital advertising clients, offering a time-based currency for ad spend that is based on engagement.

The Wall Street Journal reported that the weekly magazine will guarantee an amount of audience time spent with ads, rather than charging advertisers a cost per 1000 page views. WSJ writes that with its new approach (The Economist previously only sold ad space on cost per 1000 views), the magazine is trying to “show that the ads it serves get more attention than those on competing outlets”.

The Financial Times has also moved into this space and is currently trialling a time-based model which it plans to fully implement this month.

President of the Economist’s group media businesses Paul Rossi told WSJ: “We need to find ways to highlight to advertisers that there is a different level of engagement they get from our readers…We are not a content farm.”

“We can make guarantees versus other sites where the content is less sticky and the advertising, in my mind, is less effective.”

US local media revenues up

Total local media revenues in the US are expected to be at least $139 billion for 2015, with online and digital accounting for more than a quarter of total revenue.

According to the BIA/Kelsey US Local Media Forecast 2015, total local media revenue will up $2 billion from $137 billion in 2014, and online/digital revenue is expected to increase to $35 billion from $31 billion in 2014, a 13 per cent growth rate.

In a statement Mark Fratrik, chief economist for BIA/Kelsey, said he expected the pace of growth in the overall local advertising marketplace to moderate through 2019, resulting in a three percent compound annual growth rate.

“Growth in online/digital advertising revenues will remain strong, with a 12.2 percent CAGR [Compound Annual Growth Rate] through 2019, compared with essentially flat revenues for traditional advertising (-0.5 percent CAGR) during the same period,” he said.

The Media Forecast also predicted that local mobile ad revenues will grow to $6.6 billion next year, from $4.3 billion in 2014, and that local social media revenues will grow to $3.6 billion in 2015, from $2.5 billion in 2014.

Mail Online most read UK news site

The Mail Online has remained the most read UK news website by a significant margin in the latest ABC digital readership figures, with almost twice as many average daily viewers than the second most read news site, The Guardian.

The Mail saw a small month on month growth of 2.7 per cent for August up to 11.3 million unique daily browsers, and a year on year change of almost 26 per cent.

The most significant monthly growth came from Wales Online, which saw a 17.3 per cent rise in readership from July, up to almost 190,000 unique readers.

The largest yearly growth was at the Metro, which showed a 175 per cent increase in unique visitors from the same period in 2013, up to 1.5 million viewers.

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