Tagged 'advertising measurement'

Advertising, TV and Mobile: The Perfect Marriage

Posted by Ashley Eckel on November 15th, 2013 at 8:54 am

If you live in New York City like I do, you have probably noticed several signs that the season has changed from summer to Holidays. Most of us have released the winter coat collection from storage. Herald Square is swarmed with even more shoppers than usual. And that Rockefeller Christmas tree will be erected before we know it. Which is precisely why I don’t need to bore brands with tips on how to “sell better this holiday season”—the holidays are already here.
However, 2014 is approaching fast, and with it one of the biggest advertising events known to man: the Super Bowl. Luckily, there is still time to ensure your (very expensive!) ad campaigns are meeting the needs and behaviors of the vast majority of consumers, who are using their mobile devices as the first screen to access and activate their entire lives, be it communication, content or commerce.
If fact, 50% of smartphone owners use their devices while watching TV on a daily basis, and 80% use it at least once a week. With numbers like that, advertisers simply cannot miss the chance to use mobile to not only engage their audiences, but fully understand the value and efficacy of media... Read more

Evaluating Programmatic Campaigns – Fourth and final tip

Posted by Bill Guild on July 31st, 2013 at 7:41 am

In this fourth post in the series, I will discuss how to evaluate campaigns run through programmatic media buying systems.  I will discuss how to apply common metrics so these campaigns can be compared to other types of campaigns in a cross media mix, and I will discuss the very different metrics to apply when optimizing within a programmatic media buy or between programmatic media buys.  Finally, I will share some of the measurement flaws we have experienced and how to avoid them.
Comparing cross media campaigns
Cross media campaigns almost always involve the challenge of reconciling unlike metrics.  When comparing TV to Online, it isn’t sensible to use GRPs which don’t have much meaning online and it isn’t possible to use clicks or beacons which don’t exist in TV.  The best thing to do is estimate the impact each campaign has on the bottom line then compute the Return on Advertising Investment.  Keep in mind that a fair comparison can only come from similar metrics.  It is usually possible to apply a much more granular metric to one channel than can be applied in the other. For example, if a TV ad will be evaluated by measuring the change in sales... Read more

Embracing the Attribution Revolution

Posted by James Green on September 27th, 2012 at 1:32 pm

Last week, Magnetic hosted the Attribution Revolution, an event in New York City that featured a panel discussion comprised of some of the greatest minds in digital ad measurement, to debate the hottest topic in today’s digital space – attribution. But while attribution has remained top of mind for marketers for some time, the industry as a whole continues to debate over the best way to measure the value of media performance across channels.
Panelists included Bill Kee, Product Manager at Google; Jeff Greenfield, COO & Co-Founder of C3 Metrics; John Bates, Product Manager for Predictive Marketing Solutions at Adobe; and Paul Pellman, CEO of Adometry. Moderated by myself, the event provided an opportunity for each company to share their opinions on the topic and debate over which method is most effective. Additionally, we had great participation from the audience, which fueled questions around QR codes, offline and online measurement and implementation.
Below, I’ve outlined a few key takeaways from the panel:

Attribution currently captures all of the effects that offline media has in the digital space. But as television and print channels begin to recognize and embrace digital, marketing mixes will begin to shift. Attribution now offers digital media the opportunity to engage in a conversation on its own... Read more

Lies, Damn Lies and Marketing Metrics

Posted by Eric Wittlake on January 12th, 2012 at 2:04 pm

Measurement is critical, but it can quickly lead you astray. Here are three keys for measurement that will keep your marketing on track.

Creative Awards in the Ad Industry are a Sham

Posted by Steve Parker, Jr. on July 7th, 2011 at 6:19 am

Come on, you know it, I know it and everyone else knows it too.  Let’s just be honest and call a spade a spade.
Creative Awards in the ad industry lack true accountability, credibility and fail to prove they have provided any success in the media or placement for which they were intended.  Come on, you know it, I know it and everyone else knows it too.  Let’s just be honest and call a spade a spade.  In case you missed it, a prime example is Kia Motors (the automaker); they won a Silver Press Lion Award at Cannes recently.  So, congrats to Kia and their agency for such stunningly subjective creative, and the Cannes Judging Panel for failing the entire industry of advertising by leaving morality, ethics and self-respect on the curb in the process.  Yes, I’m throwing you all under the bus and I hope it hurts.  The Business Insider is calling this ad “the selling of pedophilia” and others like the blog Copyranter, “the sleaziest car ad ever.”
It’s not that I am against beautiful and stunning creative but I could put a half naked model on a toilet applying lipstick and call it creative to win an award. ... Read more