The whole argument for our online advertising, as opposed to the search or general online media you compete with, is that while our clicks or page views may be fewer, they are based on more relevant content and deliver a more involved reader. Last week, Nielsen, arguably the most credible media monitoring service, just told the world that page views are not enough. Their web site monitoring service will refocus on TIME SPENT on a site as the primary metric, deemphasizing page views.
Reacting to the Nielsen announcement, The Wall Street Journal reported,
"Page views have been a major barometer of a Web site’s popularity and help set advertising rates, but the measure is becoming less relevant. Online publishers and advertisers say page views don’t capture consumer loyalty to a site or reflect the increasing popularity of online video and new technology that automatically refreshes Web sites, thereby depressing page views.”
Here is how you use this on a call.
"Time spent" on a site is measurement of involvement. Talk up the Nielsen policy shift and, if appropriate, remind them these are the same people doing the famous Nielsen TV ratings. Now, show them the story, "Nielsen to focus on time spent, not page views, in measuring Web site popularity."
They don't have to read the article, the headline says it all. If your advertiser can see the point that "time spent" and "involvement" are better metrics than "click throughs" and "page views" then go on to explain why your media will deliver greater involvement per visit by talking about your unique reader and why they are important to the advertiser's business.
This is also a great news item for selling accounts were search is gobbling up a disproportionate slice of the ad budget. Search tends to get short "time spent" ratings because as they are designed to quickly move users to desired destinations.
This angle covered on the Read/Write Web blog