I’m at the IAB Leadership Forum focusing on Braodband today in New York. Missed the keynote and first session on Creating Content in a Broadband World: Consumer Generated vs. Original.
Talent is so censored and over produced (one part of message is focused on and taken out of context) and broadband allows Talent to reach out directly to the fans and audience. Yahoo’s deal with Paramount to publish online clips of Mission Impossible III was discussed
Exit Polls showed that at least half of people who came to the openings of Mission Impossible III did so because of the internet (broadband reach).
My first session was
Amy Powell spoke about the broadband opportunites created by Paramount for Mission Impossible III and Napolean Dynamite. Film Makers and Actors now involved in broadband and reaching out directly to fans because they know the audinence can make or break a film.
I also attended the following breakout session before lunch: Breakout Session 4
As users begin to demand a richer experience online, marketers are scrambling to come up with the right mixture of smart creative, targeted messaging, and user engagement to reach their audience on the web. Measuring the effectiveness of a rich media campaign has become paramount in determining ROI on advertising spend. The integration of technology into rich media brand advertising necessitates the adoption of new and more complex metrics for measuring the success of a campaign based on User Engagement. In this session, Jason McKay, VP Unicast/KeySearch/Consulting, Viewpoint, and Caleb Hill, Director Technology Products, Viewpoint will provide a sneak preview into the ability to gain new measurable insight into the performance of rich media advertising.
Caleb Hill, Director of Products, Viewpoint
Jason McKay, Vice President of the Unicast/Key Search/Consulting, Viewpoint
Click through rate (CTR) most familar metric but CTR is not enough to measure success alone. In fact, CTR is only one part of what you need to measure:
Measure Ad Display and Interactivity. You need to look at CTR in conjuction with email, viral advertising and Ad Display rates.
What is Engagement?
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by ad
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by campaign
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industry vertical
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business
Viewpoint Platform measuring one.org engagement by displaying CTR and Ad Display rate.
Need centralized area to store all the metrics. Was an interesting session but you need to run Viewpoint in order to use their metrics.
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