The Time Engine Calculator
Stop counting impressions. Start measuring the time your audience actually spends with your brand.
Your Data
Start with your current campaign performance. These inputs estimate how much time your audience spends with a standard campaign.
Add My TOIbox
Layer My TOIbox on top of your standard campaign to estimate the active time it can add.
Results
Your total audience time, the added My TOIbox layer, and the media spend equivalent.
To achieve the same engagement time through standard advertising alone, here's what it would cost.
Impressions: Total weekly campaign impressions. In multi-platform scenarios: Follower Count × Platform Organic Reach Rate × Posts Per Week, summed across all platforms.
Engagement: Impressions × Engagement Rate = Engaged People. Observed engagement can also be calculated from average likes + comments per post × posts per week across platforms.
Standard Attention Time: Engaged People × Avg Attention Per Impression, seconds = Total Standard Attention Time per week.
My TOIbox Layer, Additive: Engaged People × MTB Engagement Rate = MTB Retained Users. MTB Retained Users × Avg Time Per User = MTB Time Added. This is additive to standard attention. My TOIbox doesn't replace impressions, it transforms engaged attention into extended active connection time.
Combined Performance: Standard Attention Time + MTB Time Added = Total Time to Connect. The multiplier shows how much more total audience time is created when My TOIbox is layered on top of standard campaign performance.
| Platform | Organic Reach Rate | Avg Engagement Rate | Avg Attention, sec | Avg CPM | Typical Posts/Wk |
|---|---|---|---|---|---|
| 9.0% | 0.48% | 2.0s | $7.91 | 5 | |
| TikTok | 18.0% | 3.70% | 1.5s | $10.00 | 6 |
| 6.0% | 0.15% | 2.5s | $7.19 | 4 | |
| 6.5% | 0.35% | 3.0s | $6.59 | 3 | |
| YouTube | 12.0% | 0.50% | 3.5s | $9.68 | 2 |
| X, Twitter | 3.5% | 0.05% | 1.7s | $6.46 | 12 |
| Other, Web/Email/OOH | 10.0% | 2.00% | 3.0s | $8.00 | 4 |
| Metric | Standard | Description |
|---|---|---|
| Engagement Rate | 50% | Percentage of reached audience that actively engages with My TOIbox content |
| Avg Dwell Time | 1+ minute | Average active time users spend inside the My TOIbox experience |
| Active Engagement | 79% | Proprietary metric, percentage of users who take meaningful action |
| Avg Time Spent | 2+ minutes | Upper-range average across all My TOIbox deployments |
| Metric | Range | Default Used | Notes |
|---|---|---|---|
| Engagement Rate | 0.05% – 3.70% | 2.00% | Blended cross-platform average; varies by platform and industry |
| Attention per Impression | 1.5s – 3.5s | 3 seconds | Weighted average across major social platforms |
| Organic Reach Rate | 3.5% – 18% | Varies | Ranges from X, 3.5%, to TikTok, 18%; declining year over year |
| CPM, Cost per 1,000 | $6.46 – $10.00 | Varies | Platform-dependent; used in spend analysis on full calculator |
Validation: Default values are based on published platform benchmarks and proprietary My TOIbox engagement data. All inputs are editable so users can substitute their own observed data for more accurate projections.
