Rich Media metrics is fairly young; at the IAB Conference I attended Monday the ViewPoint Engagement Index was presented. In fact, I wrote about the ViewPoint Engamement Index while I was still at the IAB Broadband Conference, so the ideas were fresh in my mind.
Here’s what I wrote:
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, ViewpointClick 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?
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.
According to the article on Viewpoint Engagement Index
"Rich media advertising technology developer Viewpoint has launched their “User Engagement Index,” a system that measures the performance of rich media advertising. The index describes how much user attention a rich media ad gets by measuring click-trough rate, display time, and the amount of user interaction with the ad. The ultimate goal of the index is to interpret a user’s interactions with a rich media ad, and discover how effective the advertising is. Viewpoint is using the index with Unicast, their online advertising service.
In addition to static information, the index measures interactions like roll-overs, hovers, clicks, and “email to a friend.” Eventually Viewpoint plans to add playback time measurements for rich media video ads. Ratings for the different interactions are combined together and presented as a single score on the index. “If an ad rates lower than 100 on the Index, marketers are either reaching the wrong audience or employing the wrong creative,” said Unicast VP Jason McKay in a statement. “This forces marketers to take a hard look at the media plan and the creative components to see what’s not working. Conversely, if an ad scores higher than 100 on the Index, then our customers know they are delivering advertising that is truly engaging their target audience.”
Viewpoint will make the User Engagement Index publicly available later this year. Indexes will be organized according to vertical industries. Index reporting services will be available to Unicast customers.
I saw some pretty interesting charts but you really need to be running ViewPoint in order to track Engagement using their metrics. I liked the Industry and Vertical charts - but I don’t have a copy to share here.
