The Financial Times recently announced that it will sell display ads based off the time its audience spends with content. The British newspaper hopes this will solve some of the viewability problems that plague the advertising industry, and more properly value The Financial Times‘ deeply engaged audience. According to Jon Slade, commercial director of digital advertising for The Financial Times, the newspaper’s readers are spending six times more time on The Financial Times than on similar business sites.
This strategic shift is part of the broader vision that the The Financial Times sees for the future of advertising. Slade said that The Financial Times wants to distinguish every aspect of their brand through quality, and using time as an advertising currency fits that mission perfectly.
There is more here. N = 1 here, but I can vouch that I spend lots of time with most of the FT stories I read.