Town Hall Part II: What is the Value of Time in Advertising?

It’s critical for advertisers to have a cross-platform view of the media plan, but common cross-platform metrics are few and far between. Duration is one of the only metrics that is available across platforms. But do time and duration metrics provide an apples to apples comparison? As an example, is a 10 second view across different platforms equivalent given that they may have very different viewing environments, audiences and campaigns? What do we know about the value of time in advertising, and how can practitioners best use this research to improve marketing?