Tag Archives: display

Online Metrics: Trends for 2010 from Mediapost

Great post here from the Mediapost Online Metrics Insider blog. Written by Josh Chasin, who is the chief research officer at comScore, Inc. in the U.S. it looks forward to what might happen in 2010 around online measurement and how that might expand to include wider media channels.

Online Metrics: Trends for 2010

The articles touches on 3 subjects of great interest to me, as follows.

The symbiotic relationship between panel-based audience measurement and web analytics and how these two aspects will continue to overlap and benefit the overall objective of obtaining  accurate data.

Secondly, the benefits of using online as a brand-building tool. Whilst I am surprised that there is still skepticism around using online for the purposes of effective brand-building, I see this as an engaging challenge and one that will surely develop rapidly in 2010.

Thirdly, the importance of cross-platform measurements. How do we equate digital measurements to other metrics such as TARPs? Should digital be looking to move closer to these models in order to offer advertisers more value, or should other media be moving closer to digital? This side of things will only become more important as mobile take up continues to grow at such a huge rate.

A fascinating find in this article is the exercise conducted by the Washington Post in 2007 (Violinist Joshua Bell played incognito in a Washington Subway), which was “an experiment in context, perception and priorities”, according to writer Gene Weingarten. How important is contextual relevance? Do we only see something of worth if it is in the right setting?

Do you have time for beauty?

Google, online display advertising and 2010

Here is an interesting article from Forbes.com, Google bets on display Ads in 2010, published in the last couple of days.

People will be keeping a close eye on the developments here, as Google cannot be ignored when it is making moves in to a new space, or starts to indicate what areas are of strategic importance to the company in the near future.

From a publisher’s point of view it remains to be seen whether the main impact will be a positive one with Google’s technology driving the industry forward to new heights of effectiveness and the ability to measure response for marketers, or a negative one with a large percentage of existing display ad revenue heading off to Mountain View.

Obviously there is a lot of ground between these two extremes and the reality will no doubt be somewhere in the middle. Either way,  it will be one of the areas to watch in 2010.

Update: from the Official Google blog, a note from Susan Wojcicki, Vice President of Product Management regarding what they have achieved in 2009 and an indication of objectives moving in to 2010.