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Mediasmith Anvil |
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Volume 7, Issue
3
May 14, 2008 |
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A Note
from |
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Part 1 of 2 Actually, I am back in This conference really
lived up to its name. Two hundred people from all around the world, including
a heavy European representation, a good number of The goals included
setting the direction of measurement. The conference lasted three days and
was jam-packed starting at 9 a.m. (early for So what did we talk
about? We talked about
engagement. Best quote was from Nate Elliott of Jupiter who said that
“engagement is a tactic, not a metric.” We talked about the
frustration of agencies in having no vendor providing true integration
solutions and how agencies are building their own due to the lack of a
unified industry solution. They are concerned about the “ As is common at a
research meeting, everything was up for questioning including “What is
a medium?” Should we be including trade shows? Rick Bruner (DoubleClick)
and John Chandler (Atlas) gave a great update on Attribution Management, a
far superior term to Multiple Attribution Protocol, which we have been using.
DoubleClick will start to include natural search as well as paid search in
its tracking. Rick and John talked about how fully 71% of search clicks are
navigational (people who have seen other messages and are using branded
search to get someplace). They opined that about half the cost of a campaign
is navigational. And reinforced that conversion goes up 22% if you add a
display component. A lot of work needs to be done on this — but major
factors in conversion appear to be frequency, multiple sites, recency, ad size, richness of creative and reach/quality
of reach. A major point of
discussion was the MIA project, which is the Worldwide Audience Currency
System (WACS). They are talking about not a single currency, but transparency
between. Like $ for yen or gold for oil. The discussion of
differing languages and terms was music to my ears. One example is the misuse
of the term reach. Some takeaways on this: There needs to be a universal
glossary. We need to get back to basics and learn what other media have
already defined (see reach above) and we need to look to the future and
determine what definitions will be required in the digital space. Part 2 covers more in
this space about the MIA project and other issues uncovered at I-Com. |
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Mediasmith Morsel According to
Source: China’s
New Bragging Rights, written by Sara Holoubek
for DMNews.com |
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Part 2 of 2 Part 1 covered the
International Conference on Online Media Measurement (I-Com). According to George Ivie, head of the MRC, an important part of this
initiative is the perspective. Ivie discussed how
the perspective needs to be one of advertising orientation. This theme was
echoed throughout the conference. Much of the web research we have seen to
date (comScore, NetRatings) has been site centric. Ivie and many others at the conference believe that the
client, rather than server perspective, is necessary to provide accurate
advertising metrics and metrics that are as comparable as possible to other
media. This is a similar approach to the one the MRC took on impression
counting—not counting the request or the send from the server, but
counting the impression as far down the line as possible. Ideally, an
impression should be when an ad is fully loaded on the browser. There was also talk in
the conference about the changing Web or Web 2.0. As you may be aware, the
new technologies ( The time-spent metric
is an important issue, as it is potentially the default new replacement for pageviews. One attendee debunked this in an amazingly
logical way. He opined that, in the case of an expert user who is a heavy
user of a specific site, that user gets in and out of the site quite quickly
and accomplishes his or her work with ease. A less experienced user might
take much more time to do the same thing. The risk then being that time spent
could value occasional visitors to a site more so than the experienced ones. An observation separate
from the conference: Take a look at Quantcast and its metric relative to the
number of times a unique user comes to a site in a month. Quantcast separates
it into 1x per month, 2-30x per month and 30+x per
month. It stands to reason that we cannot mount an effective campaign against
those who have only visited once a month. I'd like to suggest that we embrace
the Quantcast metric of 2+ times or more per month and call it
"effective unique users." Use of time spent against effective
unique users might be a much more relevant metric. There was also talk
about the newer metrics companies like Quantcast that are attempting to
measure from a census standpoint, not a sample standpoint. With these
services (and there are already multiple companies who claim this
capability), there will need to be a standard established and agreed to that
provides an estimation process for cookie problems, accounting for cookie
deletion. |
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Mediasmith Morsel Online
ads drive online sales. But did you know that they can be even more powerful
in driving off-line sales? According to Magid
Abraham, president and CEO of comScore,
“Even in terms of raw increases … online ads had a bigger impact
on off-line than on online sales in a majority of our studies.” In the collective
results of 18 studies comparing the sales revenue from customers exposed to
online display ads, search ads, or both, with control groups that did not see
the ads, comScore found a very interesting statistic. The off-line revenue of
those who saw both search and display ads, in the same time period, increased almost 300% over that of the
control groups.
The
take-home lesson is that yes, search ads do have a greater impact than
display ads, but by using both types of ads together in a single campaign,
your sales revenue can be impacted online and off-line by a greater amount
than either of them separately. Source: The Off-Line Impact of
Online Ads, by comScore president/CEO Magid
Abraham, writing in the April, ’08 Harvard
Business Review |
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As with the PC-based
Web metrics, there is a great need to establish standard metrics in the
mobile space. This is much more difficult than the PC world, where there are
at best only 2-3 operating systems and a couple of major browser entries. In
the Greg Stuart, former CEO
of the IAB, made a very logical presentation on this topic. He pointed out that
we have a clash between media researchers and technologists in the mobile
space and that they represent very different skills that are invariably
present in different people. Once again, the specter of a global Video games are another
major platform that was discussed. Once again, the fact that we are talking
different research and metrics languages came into play. The mobile goal, as
stated by For WebTV and IPTV
there was an observation that downloads are one thing, plays are another. The
panel discussing this topic wanted to see what percentage is played, when,
how often, completion rates, etc… Other issues like cross-media
effectiveness, understanding of the relationship between brand and direct
response were also raised at the conference. I'm
going to wrap up this report as it is already about twice as long as the
average Metrics Insider. I feel like I have only scratched the surface of the
conference, and I apologize to the speakers and topics that space did not
permit me to cover. But then, you really had to be there. See you at the next
I-Com. |
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Mediasmith Morsel “Almost two-thirds of Americans have had some experience
with mobile Internet use, and the adoption trend is most pronounced among
teens and young adults, according to Pew Research Center.
About 60% of adults 18 to 29 use text messaging every day, compared with only
14% of their parents. Nearly one-third of young adults use mobile Internet.
This is the future, because people take their media habits with them as they
age.” (Source: BusinessWeek
Viewpoint, 4/28/08) This
isn’t surprising. But when usage is delved into further, the assumption
of the youthful market is challenged:
The
greatest use of a mobile service in the (Source:
Limbo’s Mobile
Advertising Report, 1st quarter, 2008) Caveat:
It pays to look a little closer at the data. The added suggestion from the
Mobile Advertising Report is to age-target without pidgeon-holing
as a key to successful advertising. |
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Part 1 of this article originally appeared in MediaPost's Online
Metrics Insider on February 12, 2008. Part2I appeared in MediaPost's Online
Metrics Insider on February 19, 2008. |
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Contact Mediasmith, Inc. |
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