‘A new ad metric? The Financial Times creates ‘cost per hour’’ – ‘Econsultancy’ Blog

Patricio Robles says, “Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.

To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn’t mean that there’s no room for innovation.

Case in point: The Financial Times announced this week that it is using “cost per hour” (CPH) to help advertisers understand how their ad spend correlates to the elapsed time their ads are viewed“.

A new ad metric? The Financial Times creates ‘cost per hour’

‘Econsultancy’ Blog