Tag Archives: metrics

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?

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Behavioral targeting technology misunderstood, underused

Surprising figures in an article from eMarketer.com, Putting Targeting to Work, indicate that there is a lack of understanding around the technologies, techniques and benefits of ad retargeting.

If behavioral targeting ‘can boost ad response up to 400 percent’ then why is it being overlooked?

This is clearly going to be a growth area in 2010, and as such will be a key area for publishers, advertisers and marketers to get involved in, understand the technology and educate the marketplace.

As I see it, this is a genuine win/ win for the industry as it will increase ad effectiveness, bringing greater response and return on investment for advertisers. At the same time it will give publishers a greater insight in to what works and what doesn’t, allowing them to work better with marketers to achieve mutual objectives.

Another fascinating space to keep an eye on moving in to 2010.