A panel discussion organized and hosted by 212 NYC Interactive Advertising & IAB. Panelits included:
- Christina Beaumier (Vice President, Product Development at Xaxis)
- Charles Dreas (Senior Vice President, Media Analytics)
- Eric Franchi (Co-Founder of Undertone)
- Adam Gerber (VP Sales Development & Marketing, ABC Television)
These are my notes and are not intended to be accurate or comprehensive.
- Measurement for advertisers is about how impressions and exposure leads to sales. Branding, GRPs and not clicks.
- Measurement for pubs/media companies is about defining the audience and guaranteeing delivery. Its not about performance.
- Consistent data. There is no standard. Does one data company define Auto Intenders or New Moms the same as another? How often is the data refreshed? In this case, performance matters as the best data will deliver the best results (everything else being equal).
- Viewability has not been defined across the industry. Another metric advertisers are asked to buy against. How do we know when someone really saw the ad? How long should they be exposed to it? What clutter surrounds it?
- Anecdotally, for younger kids TV viewing is considered on iPad and On Demand. These are time shifting behaviors and these kids will not be moving back to linear TV programming.
See more at: http://212nyc.org/events/event-detail/2013/08/09/digital-measurement-101#sthash.b8uqNUJx.dpuf
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