Still at the IAB Leadership Council today - I don't know, though it's interesting to look at the new metrics of "Brand Virility" which is something that Nielsen came up with in conjunction with the New York Times - IAB Internet Leadership Council – Quantifying Brand Influence in Consumer-Generated Media – A Publisher’s Story (NYT).

I was trying to get into Facebook sessions, and it was filled up, I'll try again, this afternoon; instead, I went over to Quantifying Brand Influence in Consumer-Generated Media – A Publisher’s Story (NYT) which I wrote about in The Analytics Guru.   

It sounds to me like "Brand Virility" is one way a publisher can argue to an advertiser that publishing an ad with the publisher is more effective (by a certain percentage) than advertising that same ad somewhere else.

I don't have a deck from the New York Times / Nielsen presentation yet – but the basic idea was to use Buzzmetrics to collect the blog posts (in aggergate) vs. those that point to the New York Times, Wall Street Journal, Financial Times, etc, and show that the Publisher's Brand is a strong indicator in why Bloggers would look at the New York Times content, vs. say, the Wall Street Journal.

But later, it was revealed the data came just for the month of Feburary 08 and only for MySpace, and it was also clear that the revenue models of the New York Times and the Wall Street Journal is different – in that WSJ has protected content while NYT doesn't.

At this point, it seems to me that "Brand Virility" is another example of a metric defined to validate an idea that some one already has (about themselves) and doesn't really help much to tell you where you should advertise – just what your doing is effective, or not.

And it's a "soft" metric.

Just thought my readers wanted to read it today so I posted it right away rather than waiting for later in the day or later this week to post this at

IAB Internet Leadership Council – Quantifying Brand Influence in Consumer-Generated Media – A Publisher’s Story (NYT)

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