Ask Sebastian at WebAnalyticsbook about Alenty.com and the Revolutionizing web analytics post he wrote last week - Alenty looks interesting but I can't read the content on Alenty.com because it's not in English. (note: Actually - I take that back - there is an English version of the the site - http://www.alenty.com/xwiki/bin/view/Solutions/Home?language=en)
..At this point most advertisers sell banners on a CPM or PPC basis. While PPC gives some great indication about ROI, a CPM deal is often extremely difficult to measure and often not very interesting to small advertisers.
Alenty’s new measurement tool
(they should come up with a cool name)can change the way that banners are sold and measured:""...Audience measurement:
If this new technology becomes adapted by one or more big vendors, we might see a change in the online advertising world."
I'm not sure how they do it; I'm all for new ways to measure Advertising - clearly Web Analytics doesn't measure everything you'd need to find out if the advertising your running is effective.
We plan to launch a new metrics, called "Visibility Efficiency Ratio". It is calculated as "duration when the banner was visible / duration spent on the page". What do you think of such a metrics?
Posted by: Laurent Nicolas (Alenty) | February 5, 2008 7:34 AM | Permalink to Comment