WEBSPECTATOR

RESEARCH
LABS

INTRODUCING TIME

AS AN EFFECTIVE AD METRIC
In this context, the present document questions the value on time as
an effective metric for publishers and advertisers, based on the
research findings on a client use case where the Guaranteed Time
Slot (GTS) accredited metric was put to the test.

KEY FINDINGS

Based on the findings of this descriptive reaserach
key questions were validated:

GTS increases property “time-based” inventory on top of current “click-base” inventory.

Serving ads connected with GTS analytics gives you the powder to generate top perfomance ads with high engagement and visibility and high value.

GTS adoptiob has a positive impact in CPM and CTR value for “remnant inventory”.

Although CPN values increased, total ad revenue experienced dramatic increase due to new available time-based inventory being served. Additional inventory was also the reason why average quarter CTR level grew 3x.

GTS adoption has a direct positive impact in CPM and CTR value for “direct sales” inventory”.

GTS is a verified effective exposure metric that makes every ATB/BTF placement premium, commanding higher market valuation. Direct sales team pricing optimization managed to increase CPM by 87%.

Property design optimization leads to impression organic growth.

Time is an asset all properties already own. However current design does not benefit time as key advertising metric. Optimizing the object property for in-view ad placements resulted in an overall impressions increase 5x, which is specially relevant for mobile and social native applications.