International round-up: FT trials time-based ads

FT trials time-based ads

The Financial Times is trialling a new method of digital ad trading, selling advertisers ad time rather than the standard ad space.

The idea is that by offering advertisers time on a page rather than space on a page, the FT is resolving the issue of whether the ad was actually viewed and engaged with by readers.

The Financial Times is working with Chartbeat, a New York-based web analytics firm, on developing a method of measuring the amount of time users are exposed to a particular ad. Advertising clients will then be able to buy advertising on the website at rates based on the time those ads will be exposed to viewers, rather than an overall number of ads.

In an interview with The Drum, the Financial Times’ commercial director of digital advertising and insight, Jon Slade, said: “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.”

“The next obvious step is to sell blocks of time.”

New WashPo digital opinion site

The Washington Post launched a new digital opinion news site today called PostEverything, which will seek contributions from readers of the Post and allow them to publish their views on a range of issues.

The website has been conceived as a digital extension of the Post site that has the ability to tackle issues the “Washington Post is not necessarily currently equipped to service”, across national politics, foreign policy, sports, entertainment and more.

In an opening editorial, PostEverything’s editor Adam B. Kushner wrote that the website will aim to host new ideas and encourage the spreading and discussion of ideas.

“Our world has dimensions and corners, subcultures within subcultures, peoples who abuse and worship it, unseen trends that shape it and too few polyglots to make sense of it,” he said.

“The only thing as large as this world is our readers’ curiosity about it.”

SPH Lucky 30 winners drawn from 30,000 entries

A lucky draw organised by Singapore Press Holdings to celebrate its 30th anniversary has attracted some 31,538 entrants hoping to be one of 30 lucky winners.

The SPH Lucky 30 Draw, which ran online from March 17 to May 18, offered a total of 30 prizes worth more than $88,000 for subscribers, who were each offered five chances to win.

The winners were announced last week, with the top three invited to pick their prizes at a finale at the SPH News Centre, presented by chief executive Alan Chan and sponsors, including Mitsubishi, Nikon, Toshiba Singapore and Star Cruises.

A subscriber to The Straits Times of more than 10 years, Mathilda Chow, won a five-night cruise to Penang, Phuket and Malacca courtesy of Star Cruises; a three-year Lianhe Zaobao subscriber, Gong Yansong, scored an 18 carat white gold and diamond pendant and ring from Diamond Industries, and six-year Straits Times subscriber Lim Jin Siew won $10,000 cash in a savings account with State Bank of India.

Other prizes ranged from a holiday in Greece, a Bezel watch, electronic gadgets, shopping vouchers and magazine subscriptions aimed at SPH’s wide demographic of readers.

The Lucky 30 Draw is among a raft of initiatives launched to celebrate SPH’s birthday. The celebrations kicked off in March with a special performance at Paragon from the Singapore Symphony Orchestra, with subscription deals and anniversary offers to come in July and August.

Post moves to new building

The Washington Post has moved into new premises after selling its previous office space to Carr Properties for $159 million last November.

The newspaper, which is owned by Amazon founder Jeff Bezos, has signed a long term lease to move into the West Tower of One Franklin Square, a high rise building owned by real estate developer Hines.

In an article announcing the new headquarters on the Post’s website, publisher and CEO of the newspaper Katharine Weymouth said: “After conducting an extensive search led by JM Zell, we found a modern, light-filled building that best meets all of our objectives.

“The space encourages collaboration and efficiency, which will ultimately help us better serve our customers.”

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