Exposure time

Exposure time is our time-based digital advertising metric that evaluates at how long ads should be in-view for maximum effectiveness. This proxy for consumer attention allows you to understand and optimise how long your ads are in-view to a unique user across several touchpoints (think 5 seconds social21 seconds video7 seconds display).

Exposure time is able to defy the silos across channels, platforms and devices as a unifying metric, making campaign measurement more consistent. Acting on time-based ad metrics has always been difficult, if not impossible. Our technology empowers you to find and optimise towards the ideal exposure time for your advertising.

Exposure time across several touchpoints

Metrics like click-through-rate (CTR) or cost-per-action (CPA) focus on just one part of the customer journey, failing to value to upper funnel objectives. Exposure time puts the customer journey at the centre of your advertising, focusing on moving your consumer along the sales funnel, rather than just counting clicks.

The Evolution of Viewability

CPM values these two 100% in-view impressions the same, even though one is in-view for 20 seconds, while the other is only in-view for one second. No prizes for guessing which gets more attention.

CPM values these two 100% impressions the same, even though one is in-view for 20 seconds

Many advertisers are striving to reach 100% viewability (over 50% of the ad in-view for one second, according to the IAB). But not all viewable impressions are equal. The difference between a one second impression and a 20 second impression is make or break.

The research: key findings

valuable metric

Unifying metric

Digital advertising was missing a metric that both branding and performance campaigns can be optimised towards. Exposure time fills the gap.

First 20-30 seconds

Exposure = attention

The longer your campaign is in-view, the more likely a consumer is to click on your ad. The first 20-30 seconds generally show the biggest increase in clicks.

20%

Save money

The increased click-through rate (CTR) lowers cost per click (CPC) by up to 30%. Overall cost per action (CPA) is reduced by 20%, making your campaign achieve more with less.

Digital advertising was missing a metric that both branding and performance campaigns can be optimised towards. Exposure time fills the gap.

The longer your campaign is in-view, the more likely a consumer is to click on your ad. The first 20-30 seconds generally show the biggest increase in clicks.

The increased click-through rate (CTR) lowers cost per click (CPC) by up to 30%. Overall cost per action (CPA) is reduced by 20%, making your campaign achieve more with less.

Influence consumer behaviour

Behaviours like clicks, landings and conversions all increase with exposure time. A longer exposure time of your ad influences your consumer to click and convert.

Finding: Exposure time is a key metric to win attention and achieve upper funnel objectives.

Driving down costs

Optimising exposure time reduces cost. Increased interaction means CPA is lowered.

Finding: Lower funnel objectives are made more achievable with an average cost reduction of 20%.

Regular campaign

Correlation with cost

$$$$

Optimised campaign

Correlation with cost

$$

Quality over quantity

It’s not just about how long your ads should be in-view for, but the quality of that exposure time. To evaluate quality, we looked at metrics like active dwell rateinteraction rate and scroll rate.

Active dwell time

Active Dwell Rate

shows the percentage of impressions where the consumer was active on the page for 60 seconds or more

Interaction rate

Interaction Rate

shows the percentage of impressions where a consumer entered the frame of the ad and remained active for at least 0.5 seconds

Scroll rate

Scroll Rate

shows the percentage of impressions where the consumer scrolled

To confirm the quality of these metrics, we looked at the correlation between each of them and the effect on consumer behaviour. As you can see with these graphs, there is a clear positive correlation.

 

 

Exposure time ties it all together

Bringing these metrics together with exposure time leads to a higher CTR, more landings and more conversions.

The data

Our research is based on log-level data from over half a billion digital ads from AppNexus and DoubleClick, using Media Ratings Council (MRC) accredited validation technologies, MOAT Analytics and Integral Ad Science.

  • Statistical analyses

    We identified the impact of exposure time on campaign performance metrics using regression analysis and paying close attention to the confidence limits.

  • Log-level data

    If your campaign serves three impressions over three different websites, most companies can’t tell if your ad was seen by three people or just one. We can tell you the full story of every single impression using unique identifiers, letting you know who your ad was seen by.

  • Processing power

    We combine data at high speed from high quality sources* to create richer insights to make your campaign more effective.

    *
    AppNexus logoThe Trade Desk logoMoat logoDoubleClick by Google logoIntegral Ad Science logo

Everyone’s doing it

Some reputable publishers are already favouring the time-based impression model:

  • Financial Times launched a trial of a cost-per-hour (CPH) metric in 2014, offering advertisers timed slots on their website. They have now moved the CPH model out of beta.
  • The Economist also seeks to push advertisers away from CPM buying towards attention-based buying. In their study partnering with Nielsen, they saw a 10.6 percent uplift in brand-awareness among readers who saw the ad
  • The Guardian offers guaranteed time slots of 10-, 15-, 20- or 30- second in-view impressions as part of their “few, better ads strategy”.
Exposure Time: A New Standard for Measuring Digital Effectiveness?

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