The Financial Times has 13 Brands on Board for Time-Based Ad Campaigns

The Financial Times has been at the forefront of an industry trend toward time-based ads: The time a consumer is exposed to an ad matters more than the standard cost per impression, the thinking goes. And after nine months of selling on its so-called cost-per-hour basis, the publisher said that (surprise!) it has proof that they work.

The FT has run 17 campaigns across 13 clients, including BP and Microsoft, which only pay if their ad is in view for five seconds or longer. The FT estimates these campaigns have contributed $2.2 million in revenue it wouldn’t have otherwise gotten.