AlWAYS ON
Advertising, Marketing and Media in an area of consumer control.
A book of Christopher Vollmer with Geoffrey Precourt.
"METRICS MOVING FROM IMPRESSION TO IMPACT"Measuring effectiveness is an important issue for 90 % of marketers across 9 industries.
a long time ago the measurement of effectiveness in media was not the most perfect calculation.
in television for example the audiences diaries were more important in the business for media companies and agencies because of the difference audience that establish some bases.
THE DEMAND FOR METRICS
Nowadays, marketers needs more effectiveness and efficiency from the medias.
The evolution of metrics in advertising provocs several consequences :
1- the evolution of audiences constrained the measure of media value than it was before.
2- the digital media provocs an evolution in the final focus : the consumers that are divided in specific categories, and so have different metrics . marketers have now the target defined, and they can act specifically in function of the different customers.
the biggest evolution in the past 10 years was marketers knows thanks to news channels what to propose to the customer.
Now, they exactly know the audience of a website for example or a tv channel, they know the result of their investment.
3 - marketers knows exactly the profit of their ads with the final purchase. they expect a new metric to track even more the customer to know always more about the client.
the metrics should tell to the marketers all the step of the "purchase funnel" of a consumer.
but the evolution of consumers behaviours and all the new products will change those metrics.
agencies need to always innovates and move with the customer. To provide more actions.
This will drive to an outcome-based metrics :
They are a transfer from metrics above the line to the below the line .
For example new technologies will support some changes, with the audience, a real to an (estimated) projected results
The new metrics will include :
Commercial ranting
Session quality
Total viewing behaviour
Opt in activity
Consumer anticipation
Sales impact
Many of marketers are pressed to use those metrics ( because of the ROI), because they are the most desired of all marketing capabilities.
The new era of audience will focus on new combination of media and advertising. And the power that they have to follow the consumer among the advertising to the purchase .
MOVING FROM EXPOSURE TO ENGAGEMENT
Knowing if people are watching Tv spot or not is not a useful measure. What is interesting to know in terms of marketing is the engagement measure through an ad.
The engagement measure has a high correlation and is closer to what really matters which are the brand growth and the demand increase.Exposure has a very weak correlation with purchase intent and actual sales. Brands want attention and action that moves them.
Consumer engagement is really scarce. It is very difficult to measure the impact of the demand and purchase on a brand by a T.v spot.
New measurements had been approach to solve the mystery of consumer engagement. .Measure of the quality of the audience ( Right consumer, Right ad) .Measure of the impact of the actual message ( Right behaviour of the consumer towards an ad) But Evaluating the relationship between Media, Messaging and Consumers remains an enormously challenging task.
And Measuring the engagement is even more difficult. Effectively, a heavy dose of complementary promotional activity (competitors) can affect how well advertising?
A new media measurement model in spring 2005.
Turner Broadcasting System's Clourt TV was the first company to use engagement as a currency. They offered advert with a guarantee based on " engaged" viewers. They determined engagement level by partnering with media researches to provide specific and recall and minute by minute ratings analyses against its programming.
If engagement dropped below the promised level, Court Tv agreed to compensate advertisers for the shortfall by providing additional advertising inventory.
In 1999, IAG research measured the effectiveness of TV ads and programs. They discovered that viewer response data that program engagement is strongly correlated to ad recall and ad attentiveness. The business applications for adverts and networks was straightforward. T.V programs with higher engagement scores provide superior media environment for commercials.
But the remaining problem is that even the most sophisticated, foolproof system of commercial evaluation ignores one important factor: even if a viewer watches a spot and gives it his or her un- divided attention, there’s no proof that this rating says anything of consequence about whether the consumer remembers the brand, the message, or the offer.
The most important consideration for advertisers is to determine if a viewer actually pays attention to an ad.
Knowing if people are watching Tv spot or not is not a useful measure. What is interesting to know in terms of marketing is the engagement measure through an ad.
The engagement measure has a high correlation and is closer to what really matters which are the brand growth and the demand increase.Exposure has a very weak correlation with purchase intent and actual sales. Brands want attention and action that moves them.
Consumer engagement is really scarce. It is very difficult to measure the impact of the demand and purchase on a brand by a T.v spot.
New measurements had been approach to solve the mystery of consumer engagement. .Measure of the quality of the audience ( Right consumer, Right ad) .Measure of the impact of the actual message ( Right behaviour of the consumer towards an ad) But Evaluating the relationship between Media, Messaging and Consumers remains an enormously challenging task.
And Measuring the engagement is even more difficult. Effectively, a heavy dose of complementary promotional activity (competitors) can affect how well advertising?
A new media measurement model in spring 2005.
Turner Broadcasting System's Clourt TV was the first company to use engagement as a currency. They offered advert with a guarantee based on " engaged" viewers. They determined engagement level by partnering with media researches to provide specific and recall and minute by minute ratings analyses against its programming.
If engagement dropped below the promised level, Court Tv agreed to compensate advertisers for the shortfall by providing additional advertising inventory.
In 1999, IAG research measured the effectiveness of TV ads and programs. They discovered that viewer response data that program engagement is strongly correlated to ad recall and ad attentiveness. The business applications for adverts and networks was straightforward. T.V programs with higher engagement scores provide superior media environment for commercials.
But the remaining problem is that even the most sophisticated, foolproof system of commercial evaluation ignores one important factor: even if a viewer watches a spot and gives it his or her un- divided attention, there’s no proof that this rating says anything of consequence about whether the consumer remembers the brand, the message, or the offer.
The most important consideration for advertisers is to determine if a viewer actually pays attention to an ad.
METRICS FOR EVERY MEDIUM
The marketers should be able to measure results for each categories of media ( like digital media ) and to evaluate those results in combination with and comparison against every other media platform.The first step in building accountability, interactivity, and targetability in every kind of medium is to assign a metric for each.
Online, video games, Streamingvideo.com, mobile, blogs, digital video recorders,outdoor, in store, Email campaigns....These media have metrics initiatives due to research firms like Nielsen NetRatings.
NEWSPAPERS MOVE TO TOTAL AUDIENCE METRICS
Media companies embrace cross-platform metrics. But its hard to achieve.
Print runs of newspapers declined and online sites grow faster every time! Leader industries created a new tool audience measurment
Many dificulties were found when this iniciative started. The new audience metric did not make good ditinction between the consumer who has newspaper delivered to his home daily and consumer who check general news online.
Marketers and media buyers still lack a consistent and comparable way to achieve the value of many online newspapers audiences.
Once all dificulties are overcome, comparability arises. To get paid by advertisers for connecting them with consumers across platform naturally media needs to mix metrics, this way they percieve value of consumers in analog, digital and many other environments making it simplier for comparison.
Television, for example, made more of their daily content available on broadband getting with this, additional viewers. In 2006, NBC Rewind (online site that enables viewers to watch network shows) attracted about 5 million users, doubling the number to 10 million in may, 2007. Also, Has since NBC UNIVERSAL introduced a total audience measurement tool that captures consumer viewership across broadcast, cable, online, mobile….
Today, marketers seek a more granular and achúrate análisis of consumer behavior, TNS (one of the top four global providers of marketing reasearch services) positioned itself as an alternative to Nielsen in U.S.A.
PARADISE BY THE DASHBOARD
Marketing dashboard is a desition-making instrument that gets and organizes the most important information so it can be effectively influence.
Only 20% of marketers surveyed by Booz Allen and the association of National Advertisers have functioning metrics dashboards, the amjority will have to catch-up and determine the mix of metrics that reflects the impacts on their sales, profitability and brad equity.
With the use of dashboard rising like foam there was no surprise about Google Analytics offering advertising dashboards, marketers can monitor their paid searches, check ítems such as total clicks, avarage cost per click and total costs. Google is focusing the strategy in making marketing more efficient and positioning themselves as interface to the marketer.
WHO WILL BE ADVERTISING´S BLOOMBERG?
Michael Bloomberg created a revolution in the finantial services industry.
Digitalization provided the stimulus that will alter the way marketers learn about the efficacy and efficiency of advertising.
There are many contenders that are candidates to become the Bloomberg of advertising, including established players, Google, Nielsen, Microsoft, SAP, IBM, and TNS.
This metrics means grater accuracy in judging consumer behavior, tuned objective, and ofcourse less waste in budgeting, marketers will be able to work with consumers more effectively than ever.
Once they have discovered all the knowledge this program can give about what actually works they will unlock new levels of creativity, they will connect better with their consumers and for sure grow their Business.
Media companies embrace cross-platform metrics. But its hard to achieve.
Print runs of newspapers declined and online sites grow faster every time! Leader industries created a new tool audience measurment
Many dificulties were found when this iniciative started. The new audience metric did not make good ditinction between the consumer who has newspaper delivered to his home daily and consumer who check general news online.
Marketers and media buyers still lack a consistent and comparable way to achieve the value of many online newspapers audiences.
Once all dificulties are overcome, comparability arises. To get paid by advertisers for connecting them with consumers across platform naturally media needs to mix metrics, this way they percieve value of consumers in analog, digital and many other environments making it simplier for comparison.
Television, for example, made more of their daily content available on broadband getting with this, additional viewers. In 2006, NBC Rewind (online site that enables viewers to watch network shows) attracted about 5 million users, doubling the number to 10 million in may, 2007. Also, Has since NBC UNIVERSAL introduced a total audience measurement tool that captures consumer viewership across broadcast, cable, online, mobile….
Today, marketers seek a more granular and achúrate análisis of consumer behavior, TNS (one of the top four global providers of marketing reasearch services) positioned itself as an alternative to Nielsen in U.S.A.
PARADISE BY THE DASHBOARD
Marketing dashboard is a desition-making instrument that gets and organizes the most important information so it can be effectively influence.
Only 20% of marketers surveyed by Booz Allen and the association of National Advertisers have functioning metrics dashboards, the amjority will have to catch-up and determine the mix of metrics that reflects the impacts on their sales, profitability and brad equity.
With the use of dashboard rising like foam there was no surprise about Google Analytics offering advertising dashboards, marketers can monitor their paid searches, check ítems such as total clicks, avarage cost per click and total costs. Google is focusing the strategy in making marketing more efficient and positioning themselves as interface to the marketer.
WHO WILL BE ADVERTISING´S BLOOMBERG?
Michael Bloomberg created a revolution in the finantial services industry.
Digitalization provided the stimulus that will alter the way marketers learn about the efficacy and efficiency of advertising.
There are many contenders that are candidates to become the Bloomberg of advertising, including established players, Google, Nielsen, Microsoft, SAP, IBM, and TNS.
This metrics means grater accuracy in judging consumer behavior, tuned objective, and ofcourse less waste in budgeting, marketers will be able to work with consumers more effectively than ever.
Once they have discovered all the knowledge this program can give about what actually works they will unlock new levels of creativity, they will connect better with their consumers and for sure grow their Business.
To buy this book
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