• by Wayne Friedman , Staff Writer, July 24, 2012

Display advertising marketers have around 39 seconds to engage a viewer. That is the average time a viewer gives a typical page, according to comScore.

Brian Monahan, managing partner, Magna Globel Intelligence Practice, says the key issue  for the online display business is to figure out what the "native" ad format is. Television knows it has a native format, the 30-second or 15-second commercial. Radio has its own marketing formats, says Monahan. It may not be all squares and rectangles -- in terms of size -- for display advertising.

"For example, are people de-cluttering their pages?" he asks. "It's a battleground."