Time to Connect
Your campaigns generate impressions. But how much actual time does your audience spend with your brand? See the time — then see how My TOIbox adds to it.
To achieve the same engagement time through standard advertising alone, here's what it would cost.
| 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 |
METHODOLOGY
Impressions: Total weekly campaign impressions. In multi-platform scenarios: Follower Count x Platform Organic Reach Rate x Posts Per Week, summed across all platforms.
Engagement: Impressions x Engagement Rate = Engaged People. Observed engagement can also be calculated from average likes + comments per post x posts per week across platforms.
Standard Attention Time: Engaged People x Avg Attention Per Impression (seconds) = Total Standard Attention Time per week.
My TOIbox Layer (Additive): Engaged People x MTB Engagement Rate = MTB Retained Users. MTB Retained Users x 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.
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.
The Time Engine Calculator
Stop counting impressions. Start measuring the time your audience actually spends with your brand.
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1Enter your campaign impressions
Input your weekly impression volume from a previous or planned campaign. This is the total number of times your ad or content is served. If you don't have a specific number, the default of 7.6M represents a mid-scale national buy. For a quick per-million baseline, try 1,000,000.
Find this in your ad platform dashboard under "Impressions Delivered" -
2Set your engagement rate
This is the percentage of people who actively interact with your content (clicks, likes, comments, video views). The default of 2% represents a strong-performing campaign. Your ad platform reports this as "Engagement Rate" or you can calculate it: total engagements divided by total impressions.
Platform benchmarks: Facebook 0.15%, Instagram 0.48%, TikTok 3.7%, LinkedIn 6.5% -
3Set your average attention per impression
How long does each engaged person actually spend with your content? For standard digital ads this is typically 1.7 to 3 seconds. For video content it may be longer. You can toggle between seconds and minutes using the dropdown. The default of 3 seconds is generous to the standard model.
Meta reports 1.7s on mobile, 2.5s on desktop -
4Review the My TOIbox layer
The right column shows what happens when My TOIbox is added to your campaign. The retention rate (84%) is the percentage of your already-engaged audience that stays and interacts with the My TOIbox experience. The dwell time (2.23 min) is the average active time they spend. These are validated platform defaults, but you can adjust them for scenario planning.
These metrics come from actual My TOIbox campaign data -
5Calculate and compare
Hit "Calculate" to see the side-by-side comparison. The results show your standard campaign attention (typically a few days) versus the total with My TOIbox added (often 30-40x more). This isn't replacing your reach. It's transforming the same impressions into dramatically more time with your audience.
Download a branded PDF or PowerPoint of your results to share with your team
Most ad platforms report the numbers you need on their campaign dashboard. In Meta Ads Manager, look under "Performance" for impressions and engagement rate. In Google Ads, check "Interactions" and "Interaction Rate." For programmatic buys, your DSP dashboard (DV360, The Trade Desk) will show impression delivery and engagement metrics. If you're running a hypothetical scenario, use the defaults as your starting point and adjust the impression volume to match your planned buy.
Step 1: Your Campaign Data
Enter real numbers from a previous campaign or a planned buy. These represent the standard digital advertising model before My TOIbox.
Step 2: Add My TOIbox
See what happens when My TOIbox is layered onto your campaign. These defaults are validated platform metrics — adjust them to model different scenarios.
Your Results: Impressions Transformed Into Time
The left shows what your campaign delivers today. The right shows what it delivers with My TOIbox. Same impressions, dramatically more time with your audience.
Step-by-Step Calculation Breakdown
| Metric | Value |
|---|
Industry Research That Validates This Model
Methodology
Standard Model: Impressions x Engagement Rate = Engaged People. Engaged People x Average Attention Seconds = Total Attention Seconds. Converted to minutes, hours, and days (24hr).
MTB Additive Layer: Engaged People x MTB Retention Rate = MTB Active Users. MTB Active Users x Average Dwell Time = MTB Minutes. This is additive to the standard model — My TOIbox does not replace reach, it transforms engaged attention into extended active time.
Multiplier: Total Combined Hours (Standard + MTB) / Standard Hours = Time Multiplier. This represents the net increase in audience time from the same impression volume.
