I was in a meeting yesterday, sharing the story of how a client of ours was frothing over Average Attention Minutes. I think even I have been surprised at how instructive it has been.
This one metric allowed them to understand, where across their campaigns, their content was best at changing the view of their target market. Now it’s not telling all of the story of each component but provided a filter whereby they could begin to understand.
Funnily enough, this morning, I was browsing my old delicious account and found an old post of mine, on Time Marketing, back in 2008.
Time is even more scarce than it was then, in the last 6 years media options have only proliferated. What I’m seeing is (finally) a trend towards higher quality story telling, whereby it’s not designed for everyone, it’s for you. I’m even more curious to see how the likes of Netflix, Amazon Prime and Apple play in this.
I still think it’s a long way off, true benchmarking of time between mediums, but in a digital eating all communications world it’s not as far away as you think.