'Engagement Attracts Advertisers'

The amount of time registered users spend online could be a better indicator of success than the number of unique users.

That’s the view of the managing editor of the Financial Times, who reckons advertisers are more interested in websites with high numbers of loyal visitors.

Speaking at a recent media summit, Ian Cheng says the amount of time users spend looking at any given site is a further key indication of strong engagement.

Cheng also points out that the FT can prove to its advertisers that the majority of its online visitors watch videos in full, reports Press Gazette.

“A lot of newspaper brands look at something like unique users per month,” states Cheng.

“But that’s a general reach number - our advertising model is about being able to offer clear growth of engagement.”