Posted by Marshall on September 19, 2008 |
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Has advertising achieved the goals set for it. Adam Gerber of Quantcast, thinks the title needs to change to “digital” measurement, because most of the advertising we have now were not originally created with digital media in mind. Here’s the marketing notes for this session
Measurement 3.0: What Are The True Metrics We Should Be Measure? Sponsored by PubMatic
Friday 9/19
11:15am - 12:00pm
Session Description:
Measurement 3.0: What will online metrics look like in 5 years? How do we get where we need to go? How do we integrate video, widget, social networking, gaming, search, and “traditional” display measurement (and whatever else comes along) in a manageable, executable fashion?
Moderator:
Joe Mandese, Editor-in-Chief, Mediapost
Speakers:
Maria Domoslawska, Director-Research, Exponential Interactive
Gian Fulgoni, Chairman, Comscore
Adam Gerber, Chief Marketing Officer, Quantcast
Hyuk Lee, Director Data Analytics, Carat NY
Ted McConnell, Digital Marketing Innovation, P&G
Someone else thinks metrics should be divided to quantitative and success.
By 2020, 80% of all media will be digital.
Ok the other hand, the head of ComScore thinks digital targeting might not deliver on it’s promises, and we might be measuring a lot of “worthless” things.
Proxies for this or that behavior is not really the ultimate answer. Adam Gerber say peformance measurement is fairly well developed, but Brand measurement are very undefined, and we need to admit it.
What is “good”, as defined by “time spent” (see my Engagement Ramp posts)?
When you optimize a campaign, it will be set up one way or the other (behavior vs clicks).
In fact, the behavior of the audience your buying and where it’s actually delivered, it’s AWFUL.
ComScore and Quantcast seem to agree on this (I have a gut feeling they will partner in this, and down the line, I believe ComScore will buy Quantcast. Maybe I am all wet on this).
Tribal Fusion lady has been verify audience of a campaign using ComScore for audience measurement and Quantcast to verify, which reinforced the reliability of both.
If we get our measurement right, everone benefits. Quantcast feels they are focusing on cookie measurement in ways no one else is doing it (they supply both).
The discussion went into a heated phase on “cookies” and the lack of buy in for the vast majority of advertisers.
Questions:
Cookies inflate UV counts, but static ip counts are also a myth ( the average computer has 5 ip addresses per month).
Defining “success metrics” that are meaningful and actionable.
My takeaway is this panel was fundamentally important for me to attend.
Posted by Marshall on September 19, 2008 |
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Looking at the online videos that advertising agencies are creating for their brands, it is clear the main metric and causes for these online video is the viewers “attention”.
That would explain some of the entertaining, sorts stupid, commercials I saw yesterday at a late afternoon session on Video 2.0 at Web 2.0 Expo (like Obama Girl fighting girl McCain Hulk).
Here’s the marketing notes for this session:
PANEL: Marketers’ Dilemma: Finding and Managing Digital Resources Westside Ballroom - North
What does the disintermediation of Big Advertising mean, specifically, for Brand Marketers? Creatives these days seem to be everywhere and anywhere— some might say Madison Avenue is dissolving amid the rise of branded content providers, specialty marketing shops, even user-generated brand messaging. Others would include everyone—even a technology powerhouse like Google—as part of the New Madison Avenue. How does a brand manager look for quality, cost-efficient new media gurus in a splintering creative and media environment? What are the challenges of managing such a varied roster of talent, and how does the glut of options affect brand positioning?
MODERATOR:
Shane Steele, Digital Media & Marketing Consultant
SPEAKERS:
Lars Bastholm, Executive Creative Director, AKQA
Chris Curtin, Vice President, Digital Strategy, Hewlett-Packard Company
Pam Kaufman, Chief Marketing Officer, Nickelodeon
Bob Stohrer, Chief Marketing Officer, Virgin Mobile USA
Even though the purposes of a high end Brand video commercial is created for a much different purpose than a political satire and tension release, they share the goal of gaining attention, getting you undivided attention.
Connection Strategy? Consistent Touch point Multi dimensional strategy?
Well, doesn’t seem like digital agencies do that, today.
Here’s the paradoxical issue, but it was not voiced, that all brands want “undivided” attention, while people are now “multi-tasking” and doing a few things at once.
Even our desire to create a metric for “engagement”, or should I now call it “attention”, assumes that our attention, as measured via page click depth, time spent on site, visit volicity (all this stuff that Eric Peterson’s new paper on “Measuring The Measurable” tried to put forth as a formula to measure “engagement”) is the sole thing we’re doing, when it’s often, not.
On my way to OMMA this morning, several people on the subway had their IPod or IPhone and earphones on; they were also being exposed to display ads on the walls and ceiling of the subway car and some were also reading a book or newspaper.
In the past, we might have simply described this multi-tasking capability as “clutter” that brands seek to get your attention from.
But, from another perspective, it’s precisely the “brands” messaging which we’re are often multi-tasking!
A question came up about Social Media and no one could figure out where it sits in a modern digital agencies.
Perhaps, there needs to be a certain amount put aside for “innovation”, but that is often the first thing that is cut.
Btw, I am writing all of this, as I was also doing yesterday, on my IPhone, and posting online directly, so please forgive my spelling and grammer errors.
Posted by Marshall on September 19, 2008 |
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At the Disintermedia panel this morning with Joe Mandese, Nigel Morris, Edward Montes. Here’s the session marketing notes:
PANEL: Disintermedia Westside Ballroom - North
In an era of 2.0 this and 2.0 that, the original zen masters of positioning are in the throes of repositioning themselves. Digital media units are usurping their big brothers, and Madison Avenue outsiders like Google, Spot Runner and, yes, even the consumer, are disintermediating the role of traditional agencies. Truth is, Madison Avenue has always been more than the sum of six big agency holding companies, but even the notion of that cozy club is being challenged when you consider that Microsoft, a software and technology company, is now the parent of Avenue A, while WPP, an agency holding company, owns 24/7 Real Media. Is Big Advertising being replaced by an army of smaller, nimbler, more flexible marketing services shops? Will we end up with a smaller advertising industry thanks to improvements in the science of marketing?
MODERATOR:
Joe Mandese, Editor-in-Chief, MediaPost Publications
SPEAKERS:
Nigel Morris, Worldwide CEO, Isobar
Sean Finnegan, Chief Digital Officer, Starcom MediaVest
Trevor Kaufman, CEO, Schematic
Edward Montes, EVP, Managing Director North America, Media Contacts
Matt Freeman, CEO, Go Fish
The main thing I got out of this panel is the perception Google (is / is not) a threat to Madison Avenue.
To be honest, and I am not an expert here, that the panel is in denial about Google, beginning to disintermediate Madison Avenue with it’s nimbler marketing services.
It seems to me, under the circumstances, a representative from Google ought to have been on this panel, as well.
Freenimum, as a term, is also coming up, a lot,in this discussion. Reason? In the new rules of media disintermedia, you need to give stuff away.
And what happened to Yahoo? Is Yahoo now totally unimportant in this discussion now?
Yes, more or less, they have been paralyzed over the last 9 months with everything we have been reading about, but there are new signs of life (semantic search) and they should not be totally counted out.
It is challanging for agencies to be set up to fully meet the all needs of their clients, and can’t even afford to take on very small clients.
Also, agencies are beginning to be asked to take an advisory role of harvesting clients data and provide insight.
In other words, agencies are beginning to take over some of the roles of an in house site analytics / marketing analytics group.
Ha! I knew I’d get something out of this otherwise, boring panel.
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