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