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The Nielsen/Net Rating recently began reporting a new metric for internet advertisers: the total minutes each page is viewed. Online content providers are panicking, as this threatens to overturn their customary pay per page view model that has been so lucrative.This caused me to wonder if such a change isn't due in more traditional ad venues. For example:
Outdoor advertisers -- Companies such as Clear Channel (NYSE: CCU) have long charged by number of cars passing by a location, but what if the speed of the traffic were factored in? On some of California's crawlways, a single billboard might be in view for half an hour. Why should it cost no more than one on freeways that actually flow?
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