Snapchat is developing a metric for marketers that measures time exposed to video and audio

Trying to encourage its marketers to prioritize audio, Snapchat is partnering with ad measurement firm Moat to develop a metric that measures time a viewer is exposed to video and audio. While other platforms including Facebook have encouraged marketers to create video that can be consumed without sound, Snapchat wants its audience to consume its content with the sound on. The metric will be measured from 0 to 100, and will calculate the screen real estate of an ad alongside the time exposed to video and audio.

+ A better way to sell video advertising could be time-based ad sales, rather than just impressions, due to the concept of scarcity and “doing business using the finite hours in a person’s day” (International Business Times)