via AdExchanger.com: Exchanging Ideas On Digital Media Optimization de AdExchanger le 22/05/12
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Viewable Tsunami Viewability metrics – called AdView – are now part of ad verification platform DoubleVerify as the race to offer better buying metrics intensifies. Mitchell Weinstein, adops maven at Universal McCann, says in the release, “We’ve been using DoubleVerify for content verification for […]
YouTube sees its “view” metric being replaced by one of “engagement” as the video channel moves to longer-form content and challenges television for viewers. That should be good news for brands, which prefer engagement as a measure of their content sponsorship. “The effectiveness of advertising is enhanced when someone is in an engaged state,” says comScore’s Eli Goodman. However, time spent on YouTube is also down slightly from its peak in January 2012, dipping from 74,054,000 to 61,852,000 million minutes in April.
3- New Attribution Models to Accurately Measure ROI for Online Ads
via Marketing Forecast from Ad-ology de Kathy Crosett le 11/05/12
It’s hard enough to measure ROI on digital advertising but when attribution models are used incorrectly the audit trail can get downright confusing. Should a marketer be happy with the current last-click attribution model which is the industry standard? Some analysts say marketers should be willing to work a little harder to properly value formats like social media and organic search which are vastly under-counted.
4- How Cognitive Bias Plays a Role in Perpetuating Last-Click Attribution
via CloudBlue le 14/05/12
By Jenny Lin, Contributor As marketers, you’ve spent plenty of time analyzing your consumer and their thinking process. But have you applied the same level of analysis to yourself, as a marketer? Today we’ll take a look at how cognitive … Continue reading →
via AdExchanger.com: Exchanging Ideas On Digital Media Optimization de AdExchanger le 08/05/12
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Joanna O’Connell is Senior Analyst at Forrester Research. Ad impressions will drop by 50% or more. CPM’s will increase commensurately. ComScore 500 publishers will finally get the respect they deserve and recapture market […]
via IAB SmartBrief le 07/05/12
Google’s upgrade of DoubleClick for Publishers should facilitate compliance with Interactive Advertising Bureau privacy and opt-out standards. The fix also improves granular reporting and a new mobile software development kit for DFP supports IAB’s Mobile Rich Media Ad Interface Definitions.
7- Hover Being Linked to Display Ad Conversion Calculations
via Marketing Forecast from Ad-ology de Kathy Crosett le 03/05/12
Analysts have long disputed whether consumer clicks on display ads are the best way to measure the true value of these ads. The click-through or CTR simply tracks one type of consumer behavior. But what about other consumers who view an ad online in much the same way as they might view a printed ad? Researchers now claim they have a way to measure conversion rates of this audience as well.
via MediaPost | Search Insider le 01/05/12
Just get on with it already. You’ve thought about it. You’ve made excuses. You know it’s time. As a search marketer, you need to get off last-click attribution. Ahh… last-click attribution. Like any addictive drug, it gets you hooked and is hard to give up. But, like any addictive drug, the fun days are over, and now, if you don’t quit, you will only see the negative consequences.
via MediaPost | Metrics Insider le 30/04/12
Attribution technology from companies such as IgnitionOne continues to advance, but business models need to follow. Inherent challenges exist, but marketers don’t have a choice, according to Tim Schaeffer, search engine marketing manager at Zappos.com. This is the future — sink or swim, he said.