“The easy days are over. Clients are no longer willing to blindly throw vast sums of money at brand campaigns that provide little or no measurable ROI. Fragmentation will demand far more complex multimedia solutions, and the media will have to be far more willing to demonstrate value for money.” Mike Jarvis, Media Director, Banner Group
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage (Wikipedia)
Alongside technological advances, advertising measurement has become more important to companies than ever. They want reassurance that their money is being well spent. As a result companies such as BPA and ComScore have come along to fulfil this role.
“With online display ads yielding click-thru rates of less than 0.1 percent, advertisers can no longer rely on click-thrus to gauge online ad performance. Doing so fails to capture the impact of advertising impressions – or view-thru – on attitude and future behavior, which are essential metrics in assessing the complete return on an investment in online advertising.” Evan Neufeld, comScore vice president of advertising solutions (http://www.comscore.com/Press_Events/Press_Releases/2008/11/Value_of_Online_Advertising)
These companies acknowledge that simply counting click thru rates and web traffic will not predict future behavior or attitudes regarding a brand. This encompasses the new stage we’re in with Ad measurement these days. At the same time, traditional methods are highly valued.
Gian Fulgoni, Chairman & Co-founder, ComScore explains how just because something can be measured doesn’t mean it is relevant.
Despite a surge in technology, it is largely the traditional measurement values which are still the most useful. “What we say to consumers, to how many and how often”; which is what those in the following clip would have concentrated on 50 years ago. We may not have the freedom of their big budgets with few measurement expectations but has the industry really changed that much...?
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