Lotame releases Time Spent technology for social networks

Share this article:

Lotame has released its Time Spent technology, which is part of its Crowd Control advertising platform. This technology allows companies to track how much time consumers spend in front of and engaged with advertisements on social networking sites such as Bebo, Flixter, Meez and Fotolog.

“The average user logs in 2.3 times to social networking sites and generates more than 40 page views per day,”  said Andy Monfried, founder and CEO of Lotame. “ So if you sell social network ads in the same way you sell contextual media it will never work as well.”

Lotame's Exposure Tracker technology can count the seconds that a user spends viewing an ad without taking into consideration the time when the ad is obscured, minimized or scrolled out of view. This way, advertisers can know exactly which and for how long consumers on social networks are looking at the advertisement.

Monfried said the company is focusing on mid-tier social networks.

“Today's biggest portals are Facebook and MySpace, but what about the rest of social media?” he asked.

Mindshare agency has signed on to use the technology for a campaign with a national mobile telecommunications network, which declined to be named.

“This technology provides a high level of efficiency and confidence that [the advertiser] is going to reach the right consumer at the right time and get the best ROI,” Monfried said. “For direct response advertisers it's a grand slam.”

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.