Facebook isn’t just the largest social networking site on the web (with more than 800 million active users); it also collects a massive amount of information about those users. Through the newly revamped Facebook Insights, Page owners can access a staggering amount of information about their fans’ activities. This information gives business owners valuable insight into what they need to do to give fans a better experience and, in turn, achieve better marketing results.
But it can be challenging to sift through all that data. An easy way to avoid metrics overdose is to find and target just a few key metrics.
The trend of rich-media online ads being imbedded within photographs is likely to continue with the acquisition of Image Space Media by Vibrant Media. The image-based ads, which the automotive industry is using first, should help marketers monetize ads by tracking click-through rates and other metrics.
Despite their increased interest in online ad spending, just 18% of agencies said they can align their primary marketing objective against measurable return on investment, per a Vizu study. Just over one-third of brands and their agencies reported being “drowned” in data and were seeking better, less confusing metrics. Brands and agencies are demanding more proof of niche-targeted ad effectiveness from media sellers, more often in the form of third-party verification.