Martin Kovac » Measurement

Infographic: How Marketers Currently Measure ROI

Martin Kovac — Mon, 14 Nov 2011 14:52:10 +0000

Do you know where are all advertising budgets spent in USA?
Which metrics are the most effective to evaluate marketing ROI?
What online analytics tools do marketers use?

Here is infographic by Ifbyphone, a voice based marketing automation platform, they assembled statistics on how marketers currently measure ROI:

3MS – Making Measurement Make Sense

Martin Kovac — Tue, 20 Sep 2011 08:48:36 +0000

“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.

Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.

Few changes to be tested:

Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.

Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.

Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.

Source: Advertising Age

5 New Guiding Principles of Digital Measurement

Martin Kovac — Wed, 22 Jun 2011 09:21:12 +0000

The Association of National Advertisers, the Interactive Advertising Bureau and the 4As released their Guiding Principles of Digital Measurement, five principles that the trade groups described as “the foundation of making measurement make sense.”

Five new principles:

1. Move to a viewable impressions standard and count real exposures online.

2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

3. Because all ad units are not created equal, we must create a transparent classification system.

4. Determine interactivity metrics that matter for brand marketers, so that marketers can better evaluate online’s contribution to brand building.

5. Digital media measurement must become increasingly comparable and integrated with other media.

Source: MediaPost

Most popular web browsers in CEE?

Martin Kovac — Tue, 30 Nov 2010 15:20:43 +0000

If you wonder, which is the most popular web browser in Slovakia, Czech republic, Poland or Hungary, Gemius can answer this question:

In three out of the four analyzed countries, Firefox is the most popular web browser. Just in the Czech republic, users still prefer Microsoft Internet Explorer.

For more information visit measure the web.

US marketers still rely on CTR

Martin Kovac — Thu, 20 May 2010 13:47:57 +0000

A March 2010 survey by Chief Marketer showed that CTR is till the most used metric to measure effectiveness of online campaigns.

- 60% of US marketers reported they measure interactive marketing performance in click-throughs.
- Just 38.4% measured return on investment.
- Only one third measured brand awareness or reputation.

Social media measurement (video)

Martin Kovac — Wed, 12 May 2010 14:42:34 +0000

Amy Martin from Digital Royalty explains in 6 minutes, how to measure the impact of social media on a brand’s popularity.
There are two important things to do, when you are measuring your social media efforts:
1. establish your KPIs
2. measure these KPIs

Return On Influence: Cold Metrics & Warm Metrics

Is the time of exposure the new metric for display advertising?

Martin Kovac — Tue, 30 Mar 2010 09:50:08 +0000

Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

French company called Alenty created this technology. You can see live demo of their technology here.

If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.