Why is time spent such a huge deal? In digital marketing, we try to find user eyeballs, the "ultimate currency" stated by Stan Schroeder in his Mashable blog post. Impressions and page views are beginning to lose their cache', with marketers focusing on users' time spent on a site, or in certain content.
Facebook is not necessarily the end all place for marketers to flood with advertising, but there is a paradigm shift that needs to be investigated. People spend hours on AOL, Google, and Yahoo! as well as other portal sites, but just because time is spent there, doesn't make it the best place for advertising.
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