Death of the 'Page View' as an Ad Metric

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I’ve discussed numerous times before, how traffic measured in page views can be misleading and how Compete’s Attention Metrics that calculate site popularity and influence based on time spent by visitors, are a much better metric. Now we have what may prove to be the final nail in the coffin of the page view as a viable metric.
While page views have historically been seen as a good way to measure a website’s popularity and therefore are widely used to calculate advertising rates, because of new internet technologies (mostly AJAX) that don’t require users to refresh pages to browse content, the metric is becoming more and more inaccurate and less relevant than it once used to be. The Wall Street Journal reports on remarks by several industry leaders which cast doubt over the future of the page view.
Vivek Shah, president of digital publishing at Time Warner Inc.’s Time Inc. business-and-finance network

Page views as an indicator, or consumption as an indicator, of the vibrancy of the site becomes somewhat obsolete.

Peter Daboll, Yahoo Inc.’s head of global market research

We all need to help to wean the industry off the crutch of familiar metrics in favor of more accurate and representative ones.

With $17 billion at stake, it is immensely important for the online advertisers that an accurate measure be available to them to decide where the money will be best spent. Following Compete’s release of their Attention Metrics platform, one of the major market research firms, Nielsen NetRatings will also be dropping page views in favor of a “time-spent” metric to calculate website popularity. Could this be the beginning of the end for the page view?

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  • TJ Mahony

    I think there is a little confusion. Compete announced the new Attention platform… See and analyze sites using the ‘Attention’ tab for more information.

  • Jeremy Luebke

    Attention span may be a good metric for social sites or information sites but it’s a terrible metric for ecommerce sites.
    The fast my customers can find what they are looking for and checkout the higher my conversion rate it.

  • mushmoosh

    Interesting. I know, page views are not sufficient.
    I wonder how feels about this.

  • Muhammad Saleem

    Thanks for catching that TJ, I have made the correction.

  • Stephen

    Jeremy –
    Attention is a great metric for all sites, not just media sites. I agree that a streamlined buying process is important – AMZN one-click comes to mind – but what you want to do is compare your attention to sites that are in your category over time. I would argue that poorly designed sites that force unnecessary navigation will lose visitors – and their attention – over time. DiMArco out.