Horizon To Test Time-Spent Ad Technology
Lotame, a platform for targeting ads to social media audiences, has developed software that regulates ad delivery to a targeted audience. It then measures the time a viewer spends looking at ads, excluding any time when an ad is obscured, minimized or scrolled out of view.
By discerning only the time an ad was actually viewed, Lotame aims to gives advertisers a way to help generate more valuable impressions.
"We're interested in opportunities to leverage exposure time as a mechanism to encourage offline activity including retail store traffic or even tune-in," said Donnie Williams, vice president, director of digital strategy at Horizon Media, in a statement. "The idea of getting in front of a desired target for a pre-determined amount of time is a valuable one."
Horizon will test Lotame's Time Spent technology as part of online advertising for an unnamed television network.--Mark Walsh
Recent Online Media Daily Articles
-
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ... -
MSN, Newsy Partnership To Debut June 18, 7:40 a.m.
MSN on Tuesday is expected to announce a partnership with mobile-focused video news network Newsy. Similar to ... -
ZO Shaves Global Ad Outlook: Says Internet, Especially Mobile, Will Be Greatest Growth Engines June 18, 7:34 a.m.
The global ad economy now is expected to expand only 3.5% this year, according to the ... -
Google Enhanced Campaigns Increase Cost Per Click June 18, 12:05 a.m.
Search advertisers will need to learn how to compensate for rising costs per click as Google ...
Be the first to comment on "Horizon To Test Time-Spent Ad Technology"
Leave a Comment