Audience measurement metrics are integral to media planning and buying (as previously mentioned here). With regards to digital, the industry at first counted page views and people, then started counting clicks, progressing on to click through rates (CTR). The latest buzz is around engagement (more on this later) in a continuous quest to provide more detailed data for what is often coined ‘the most measurable media’.
What this means is, that advertisers are inundated with data, the sheer volume of which ironically often becomes a hindrance in making sense of it all. Add to this all the different ways audiences consume digital – through social media, video, display, search, rich media, the list goes on – and ‘the most measurable media’ quickly becomes a non-measurable one. At least by traditional digital metrics, that of click-throughs.
However, as consumers are spending more time online (currently, in the US, around a third of their media consumption), marketers need to understand what influences click-throughs and conversion, to determine what works and what doesn’t. ‘It turns out that most Online Marketers tend to think of life, online at least, to be all about “one night stands”. Come. Wallet out. Convert.’ (Avinash Kaushik, Jan 2009, Author of Web Analytics An Hour a Day, source: The Long Road to Conversion)
Does that mean that if a well known brand decided to pull all their advertising bar Search, from tomorrow onwards, their sales would continue to perform well? Of course not – at least not on the long run. Branding needs to be taken care of. However, too many marketers exclude or underutilise online when it comes to their branding campaigns. But when, as mentioned above, around a third of media consumption happens online, I ask why?
And all those times that consumers are online and come in contact with brands – are we to count the last click, and discount all those ‘ad events’ that came previously? Not exactly. The Atlas Institute has the answer – more on that tomorrow. .
What this means is, that advertisers are inundated with data, the sheer volume of which ironically often becomes a hindrance in making sense of it all. Add to this all the different ways audiences consume digital – through social media, video, display, search, rich media, the list goes on – and ‘the most measurable media’ quickly becomes a non-measurable one. At least by traditional digital metrics, that of click-throughs.
However, as consumers are spending more time online (currently, in the US, around a third of their media consumption), marketers need to understand what influences click-throughs and conversion, to determine what works and what doesn’t. ‘It turns out that most Online Marketers tend to think of life, online at least, to be all about “one night stands”. Come. Wallet out. Convert.’ (Avinash Kaushik, Jan 2009, Author of Web Analytics An Hour a Day, source: The Long Road to Conversion)
Does that mean that if a well known brand decided to pull all their advertising bar Search, from tomorrow onwards, their sales would continue to perform well? Of course not – at least not on the long run. Branding needs to be taken care of. However, too many marketers exclude or underutilise online when it comes to their branding campaigns. But when, as mentioned above, around a third of media consumption happens online, I ask why?
And all those times that consumers are online and come in contact with brands – are we to count the last click, and discount all those ‘ad events’ that came previously? Not exactly. The Atlas Institute has the answer – more on that tomorrow. .
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