I’ll be OMMA Global all day Monday, Sept 21st and Tuesday morning, Sept 22nd, 2009.

Here’s what I’m planning to attend

I may stay around for the Awards Ceremony later Monday evening.

Tuesday, Sept 22nd

If any of my readers are attending – DM me at @webmetricsguru and we’ll meet.  I’ll also attempt to live blog some of the sessions at OMMA Global, as I can.

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.

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.