Tagged 'comscore'

Avoiding Mobile Commerce Mistakes This Holiday Season

Posted by Paul Dunay on November 19th, 2012 at 6:35 am

If you're a retailer, hopefully you haven't just primed your in-store and online offers, but your mobile presence as well.

Hey Media Guys, Bad News. It's The Creative. Don't Despair.

Posted by Matt Rosenberg on June 28th, 2011 at 5:42 pm

Many of you have heard it, some of you have said it: "This campaign is under-performing the last one we did in this placement so we're pulling it and reallocating to a new publisher." Or there's the flip side: "The placement is blowing the roof off the same one we bought last time, we'll definitely keep buying it."
The premise of these sentiments is that the hole in the page is responsible for the success of the campaign. However, there is a much more obvious difference-maker. It's the creative.
Yes, there are wonderful placements (big, above the scroll, on pages with high natural time spent, closely aligned with audience passions) and crappy placements (tiny buttons, below the scroll, invisible). But a piece of inventory never created an emotion. It is the creative that either earns attention or doesn't, moves people to action or leaves them cold. An ad with a compelling message will do better than a coupon to sample Soot Cola in the same placement. Late last year, comScore released a finding that the creative is 4x more responsible for the success of a campaign than the media plan.
Media agencies hate hearing that. ... Read more

4 Implications of Soaring Online Video Use

Posted by Daniel Flamberg on November 23rd, 2009 at 12:00 am

If video online is any indicator; on the web, seeing is believing. The number of videos viewed on YouTube -- 10.3 billion -- in September 2009 exceeded the number of core Google searches by a full billion. That's billion with a "b". 
Then consider the scale of use. More than 168 million US internet surfers watched nearly 26 billion videos online in September -- an average of 154 videos per viewer. Where did they find the time? That's roughly 84 percent of the total US internet audience (comScore says 81 percent) watching an average of 9.8 hours of video during the month where the average length was 3.8 minutes. Imagine how many of others tasks, demands, attractions and people vie for 10 active hours a month of your time! 
The number of people watching video online is up year-over-year by 46 percent. And the use of video on mobile devices is up 70 percent to 15 million Americans watching 3 hours and 15 minutes of mobile video each according to The Nielsen Company. And all this is going on while TV usage hits an all time high of 141 hours per month. We are more addicted to the tube than ever before... Read more

The Newest "Biggest Agency Sin"

Posted by Jay Friedman on October 4th, 2009 at 12:00 am

Like snobby socialites who look down on the couple who just bought their meager 50' yacht, folks just like you and me gather at digital media conferences throughout the year and pity the poor saps who still look at CTR as their primary metric.  "Oh, how 1998 of them!"  "Why don't you just throw your money on TV!"  Ha ha ha, we all laugh.  And, as a metaphorical canyon to echo these laughs, comScore's 'is anyone really clicking anymore?' study was just updated, showing that only 16% of the online population compromises 80% of all clicks. Maybe the laughs were reasonable?
While focusing on CTR and not on measured outcomes is certainly a sin, a bigger one is out there that I didn't know was still occurring until recently.  Apparently there are agencies who absolutely can and do measure outcomes and use them as their primary metric - but don't let publishers pixel those outcomes to optimize!  I could've sworn that not allowing publishers/networks to place conversion pixels was a thing of the past - the thin necktie of online.  Not so.
So what could be the rationale here?  Universal conversion tags have existed for years, allowing a one-time placement of a... Read more

Living Out Loud: Thinking About Social Network Marketing

Posted by Daniel Flamberg on January 8th, 2009 at 12:00 am

Participating in social networks means living out loud. Posting and sharing information, ideas and images that heretofore wasn’t public has become the new favorite past time for hundreds of millions of people. Facebook, MySpace and others have taken every-so-often relationships and brought them to the forefront.   Large numbers of people play around on these sites as a daily goof-off default mechanism. So now rather than hearing from that college buddy, a guy you worked with 5 years ago or your third cousin one or twice a year, you get daily updates on their mood, their activities or their opinions often illustrated with photos or videos. It redefines the notion of friendship and often produces way too much information.    Depending on your demographic and how you were raised, telling all can be as natural as breathing or can require a massive change in mindset or sensibility. If you take the daily postings seriously you might get the idea that our millennial generation has become Star Trek’s - Borg – a single, global, all-encompassing organism composed of individual units connected to and controlled by a central brain.   The combination of active participation and bemused voyeurism is fuelling continued... Read more