Last Month in Ad Metrics & Measurement

1- Online CPG Ads Increase In-Store Sales

from eMarketer Articles, OCTOBER 25, 2011

Sales lift isn’t limited to the web. The amount of consumer packaged goods (CPG) sales conducted online may still be small—about 2% of the overall category, according to Nielsen—but that doesn’t mean that online advertising should be low-priority. In fact, display ads have a lasting impact beyond a web browsing session. Their influence continues in-store. A joint comScore and dunhumbyUSA study conducted over a two-year period found that there was a median 21% in-store sales lift among shoppers who had been exposed to online ads for CPG brands compared to those who had not seen them. Nearly one-quarter of campaigns received a boost of more than 40%.

2- First Rule Of Advertising: They Need To See The Ad

from MediaPost | Metrics Insider

On one consulting assignment, I got to learn a lot about the outdoor advertising business. One thing I learned was that the then-prevailing audience metric was the Daily Effective Circulation, or DEC. Now, see if any of this sounds familiar… the DEC was based on empirical site-centric traffic counts, but did not provide information at the persons level, and did not disentangle reach from frequency, and advertisers and agencies believed that these counts dramatically overstated actual audience delivery. I remember meeting with the leading out-of-home shops, and having media directors tell us that they routinely discounted the DEC metric by 50%. This lack of trust in the raw traffic metric was a limiter on advertiser confidence in the medium.

3- How To Reap The Benefits Of Continuous Optimization

from MediaPost | Performance Insider

As the ongoing and irrevocable shift to digital marketing continues, a new mindset is required to reap the greatest rewards. In the past, marketers often would take a linear path to develop a campaign: nail down the audience, the positioning, the offers, then build the Web site, landing pages and media. While every bit of this process is valid, even the best of us can’t always hit the bulls-eye the first time. But here’s how to improve your odds….

4- Moving Beyond GRPs: The New Metrics For Digital Video

from MediaPost | Metrics Insider

GRPs are a funny thing. Despite near-universal agreement on their lack of precision (both online & offline), they remain the de facto standard currency in television and, presently, for digital video. Yet despite the current advantages of GRPs, marketers should tread carefully when using basic GRP calculations for evaluating digital video campaigns. Though in theory it seems straightforward to simply port :15- or :30-second spots from broadcast TV into digital environments, marketers risk losing significant detail and precision if relying solely on GRPs for calculating potential audience reach.

5- Facebook Says It’s Looking Beyond Click-Throughs

from Mashable | The Social Media GuideBusiness & Marketing by Todd Wasserman

As innovative and influential Facebook is, the company still mostly relies on a technology that’s been around since 1994: display advertising.

Facebook’s display ads get fewer click-throughs than those that run elsewhere, at least according to one researcher. Not surprisingly, Facebook is looking to redefine the technology and de-emphasize click-throughs as a performance metric. In an interview with Mashable, Brad Smallwood, Facebook’s head of measurement and insights (pictured), discussed how the standard metric for online advertising — the click-through — is largely irrelevant to most advertisers, why Facebook is working with Nielsen and why digital media buyers are behind the curve on online ad measurement. Excerpts from the interview appear below:

6- Better Ad Recall With Multiplatform Viewing

from MediaPost | MediaDailyNews by Wayne Friedman

Television still performs well when it comes to people remembering advertising — but better memories occur when the same advertising also runs on digital platforms.

7- Coca-Cola, AT&T, Others Out to Reinvent Web Measurement: Marketers, Media Cos. Join ANA, IAB, 4As in Pilots of New Impression Rule, Audience Currency, Standard Ad Formats

AdAge, By: Jack Neff Published: September 19, 2011

Online measurement is broken. That, few would dispute. But how to fix it? Three of the biggest advertising trade organizations are banding together with 40 marketers, agencies and publishers to give it another try. They’re launching a new effort dubbed “3MS,” short for “Making Measurement Make Sense,” to create new standards for how digital advertising is measured, bought and sold — aiming to have digital ads measured in ways easily comparable to other media, and creating a level playing field that’s never existed through 16 years of online advertising.

8- IAB Proposes Standard for In-App Ads

from ClickZ News by Susan Kuchinskas

An attempt to overcome incompatible APIs that create hassle for advertisers and others. On Wednesday, it released Mobile Rich Media Ad Interface Definitions (MRAID) for public comment. This proposed standard would let agencies run the same creative across applications from different publishers — as long as the publisher complies with the specification. Today, publishers and application providers often use proprietary, incompatible APIs that force advertisers to re-write the programming behind their ad creative several times for a single campaign.

9- Nielsen’s Online GRP System Gets Third-Party Stamp of Approval

from ClickZ News by Kate Kaye

Nielsen has obtained accreditation from the Media Rating Council for its Online Campaign Ratings system, which uses Facebook data to determine audience ages and gender. The accreditation provides a third-party seal of approval for the system, which aims to help advertisers measure online ad audiences the same way they measure TV ads – using Gross Rating Points, and reach and frequency. The new audience measurement system, unveiled last month, employs Facebook data to determine the age and gender of up to 50 percent of the people seeing web ads, according to a Nielsen representative who spoke with ClickZ News in August.

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Samuel Parent's Blog

Interactive marketing is my passion

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