Is Alenty The Solution For Measuring Engagement?

From my own daily work I know that most media plans are not measured correctly and factors such as Visibility, Average Time Spent on Site or SEO value are not taken into consideration when it comes to buying /serving ads.

Alenty, which I called a tool that could revolutionize how we measure & serve ads, signed top movie portal Dailymotion as well as Havas, the 5th largest agency in the world.

The Alenty measurement system can be embedded into the banners and measure each ad-impression. It provides a consistent measurement of the efficiency of the different websites where the banners where placed.

The ratio visibilty duration/CPM is very useful to optimize a media plan. Results show that there is very little relation between what advertisers pay today and what they get. It shows also that visibility duration cannot be "guessed": it depends on a very complex combination of external factors, such as the ergonomics of the page, the user's behavior and the level of interest of the content in the page!

Do you think Alenty is the solution for measuring engagement?

Banner Visibility Duration Can Vary With A Factor 1 to 3

I’ve written before about Alenty in the “Revolutionizing Web Analytics” post a few months ago.

Alenty basically came up with a new way of measuring banner visibility, which contradicts the traditional way of measuring banners (CPM).

Today I saw that they kept testing their tool. The guys from Alenty embedded it into some banner campaigns in order to measure the banner visibility duration on different sites.

 The results are pretty amazing:  Banner Visibility time can vary with a factor 1 to 3!

 If everybody implements Alenty it is clear what this means for the Display Advertising industry:

Websites, which run their banners in a place with low visibility should get paid less. Vice versa banners in top-visibility areas should get paid more. 

I don’t want to call CPM deals dead yet, but the industry needs to implement new measurement techniques like Alenty’s tool.