How much time is actually spent on websites? New technologies are emerging, starting with time spent on individual pages and drilling down to page segments. Such technologies will lead to improved monetization; they could even spell good news for paid sites.  Here is why.

First, display ads. Banners and other modules still represent  30% to 45%  of the sector (depending on the market). For a brand, display ads remain the best way to actually be seen on a web page, as it is seen in a magazine or in a newspaper. At least in theory. In fact, there are several catches. The first one is the discrepancy between the size of the average computer screen and the length of the average web page. It takes about 5-6 scrolls to get to the bottom of a page. (Some sites require as many as 25-30 scrolls – the gateway to carpal tunnel syndrome.)

Evidently, not all modules get the same amount of viewer attention. As a result, all modules do not hold the same value for the media, nor do they create the same ROI for the advertiser. However, today, ad spaces are sold roughly at the same price, the main variable being the type of page and the editorial context (home page or article page, in a sport, business or politics section of the site).

The second catch is the advertising module’s actual goal: is it supposed to be just seen (Chanel brand awareness, for instance) or clicked-on (win a trip to the Bahamas)? The latter sort, clicked-on, conflicts with the editorial environment. On the one hand, the media (its editors, at least) work hard at making the content compelling, relevant and interesting; therefore, the last thing they want is visitors clicking away and going to the Bahamas vacation site. On the other hand, the advertiser wants editorial context without too much ability to retain attention. In short, so-so content will make visitors more inclined to click on the Bahamas banner. In these conflicting goals lies one of the main problems of internet advertising: a growing number of advertisers want to pay for performance, i.e., when people actually click on the module.

This makes time-measurement relevant.