Complete Story
08/09/2016
Financial Times wants publishers to embrace cost-per-hour ad campaigns
In the words of American ad industry pioneer Leo Burnett, “Advertising is the ability to sense, interpret ... to put the very heart throbs of a business into type, paper, and ink.”
However, in our digital age, type, paper, and ink have been complemented — and in some cases replaced — by the Web. And the task of communicating the “very heart throbs” is stymied by fresh digital challenges, like adblocking, lack of trust and transparency, and the growing difficulty of measuring exposure.
There’s little point in capturing the heart throb of a company and investing in the opportunity to share the beat digitally if the company can’t be certain it reverberates across the right audience.
In this problematic landscape, Financial Times (FT) has discovered that measuring ads by cost per hour (CPH) represents an opportunity — and that cost per mille (CPM) has outlived its usefulness for brand campaigns.
For nearly three decades of commercial Internet history, digital advertising has derived its value from how many times a Web page makes a call to an ad server (creating an impression).
