2011 May

Online measurement: Friend or foe to marketers? OMMA Metrics and IAB

Marketers don’t spend more on online advertising because of the difficulty they have with online measurement.

Online venues offer numerous measurement mechanisms that present loads of information on the popularity and performance of online ad campaigns. If there are so many ways to measure online performance, why is online measurement a foe to marketers? Is it because there are too many and overly complex measurement modes out there?

It’s time for marketers to become friends with online (digital media) measurement.

Omma metrics joe_laszio

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In this OMMA Metrics presentation, Joe Laszlo, Deputy Director of Interactive Advertising Bureau Mobile Marketing Center of Excellence, helps marketers better understand online measurement and speaks on what the IAB has been doing to make digital media measurement even friendlier.

Online measurement challenges

Too many metrics that don’t align
Who to trust to interpret them?
Traditional media is good enough and comfortable
Poor digital metrics proof: Brand advertising accounts for 62% of total measured advertising but online is only 25%

Grow digital advertising

Overcome “frenemy” relationship with marketers
Currently need to create a collage of data to know whether each brand campaign is doing well online

Online measurement for non-techies

Publishers want to know

Is my site working? how are folks using it?
Who visits? Demographics
How they compare to competition

Marketers/agencies want to know

Where to run campaigns?
How much will it cost?
Was it effective?

Can’t we all just get along? The Interactive Advertising Bureau wants marketers and online measurement to be friends.

IAB is working to standardize measurement and reach through impressions, clicks, mobile.
IAB is making measurement make sense by designing systematic and rigorous guidelines to improve within digital and cross-platform.

All media will be digital soon. To maintain a lasting friendship between marketer and digital media measurement, guidelines for effective and clear measurement must be established.

How social media can boost ratings and your brand, an OMMA Social panel

A funny thing happened on the way to the tweetstream: Ratings for major TV events, from Conan O’Brien’s last “Tonight Show” to March Madness to the Super Bowl were all huge. The watercooler effect of social media is largely responsible; creating a new form of reach and frequency that is having a powerful impact on the fragmented TV landscape.

“Cashing in on Conan – How Social Media Can Goose Ratings, And Your Brand, Too” was the hot topic of discussion at this OMMA Social panel. View panel video here.

Moderator Catharine P. Taylor, Columnist, MediaPost

Panelists

Sloan Broderick, Managing Partner, Managing Director, MediaCom Interaction

Karen Cahn, Head of Sales, YouTube Partners, YouTube

Ed Carey, VP Sales, Undertone Networks

Gannon Hall, COO, Kyte

Ian Schafer, CEO, Deep Focus

What are the implications of this new phenomenon not only on entertainment properties, but also on brands? And how can they effectively harness the social audience to their benefit?

Since 2006

YouTube viewership has increased from 400,000 to 2 billion views a day
Twitter did not exist
80% more people watching the World Cup

The use of the Internet and social media to spread messages is not going to go away. How should businesses use this to leverage their brands?

Creativity

Crucial to stand out
Prepare your campaign. Do research. Look at what your customers want.
Invest in creativity that builds on additional engagement, up-sell to advertisers, monetize and interact

Social media methods

YouTube: Longevity, evergreen content, most-viewed content is 6 months old
Groupon: Scarcity and guilt
World Cup: An example of great creativity and large audience aggregated at a point in time
Bing: Established Home Cup bars; gathers people with similar interests & creates communal event
4Square: Took badges and built in freebies at the bar

Social media & MadMen success

Reverse engineering: How to get people to become better viewers
Tune in every week when it aired (Monday at watercooler)
How can we convince someone to watch a show?
Did things to pull the trigger: MadMenYourself.com
Has evergreen qualities, people blog about it dozens times a day, an opportunity to cultivate a new viewer
Good programming rewards loyal viewers: rethreading old themes

This panel imparts the focus that to succeed with social media: One must be creative, see how different social media venues work, and learn from past examples.

Archives for May 2011