Tagged 'reach'

The Click Means Nothing

Posted by Rob Gatto on May 28th, 2013 at 2:33 pm

In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more

Interview: AKQA CEO Tom Bedecarré (Pt. 1) – Building The Agency of Tomorrow, Today

Posted by Rick Mathieson on August 31st, 2010 at 2:29 am

Tom Bedecarré is succeeding like few others in creating the ad agency of tomorrow, today.
In just the last few days, his global firm, AKQA, launched the new campaign for "Halo: Reach," which includes everything from a dark, engrossing online video series set in the video game's universe, to a robot that is enables fans to help select the position of 54,439 points of light for a new social media-enabled light sculpture.
And Friday morning, AKQA launched the latest in a long line of innovative digital & mobile initiatives for Target.
Dubbed My TargetWeekly, the solution will enable shoppers to customize Target's weekly ad to best fit their interests, and to even create alerts, which will send them the latest offers on their favorite brands and items via PC and mobile phone. The idea: to target, as it were, the smaller number of hard-to-reach, digitally savvy shoppers - who tend to spend more than others. They can even share their shopping experience via Facebook.
"Target is doing what smart retailers have to do: Go to where the customers are," Rebecca Lieb, vice president, North America at the research firm Econsultancy, tells USA Today. "You have to engage people on their own terms."
That may as... Read more

Counterpoint: Why you can calculate an ROI in social media – and why you should do it

Posted by Uwe Hook on July 20th, 2010 at 3:46 am

Ben Cathers just posted a piece entitled: "Why you can't calculate an ROI in social media -and that's okay." I would argue, if you can't calculate an ROI for Social Media, you shouldn't be participating.
Let's go back to the basics.
Companies advertise to sell products/services. Period. Metrics like brand affinity, brand recall, etc. look great on paper. But you can revel in secondary metrics all day long, as long as you didn't increase sales of your product/service, your advertising/marketing has failed. Social Media should be treated the same way.
All divisions of your brand spend 100% of their time to generate revenue: Call Centers, R&D, Sales Department, Marketing, PR, Accounting, Advertising, PR. Each resource has a specific cost, each resource yields a specific result. Spending time on Social Media for any of these departments might cost you immediately in efficiency and productivity. As a CFO, you would be a fool to allow any division to spend productivity time on Social Media if it decreases your bottom line. A Social Media budget doesn't just show up, it has to be funded by investing less in other areas of the enterprise. That's the reason why each brand needs justification to invest in Social Media.... Read more

Frequency is the penalty for mediocre ads

Posted by Uwe Hook on July 7th, 2010 at 9:20 pm

How Science Started to Dominate Advertising
In 1926, President Calvin Coolidge pronounced a benediction on the business of advertising:
"Advertising ministers to the spiritual side of trade. It is a great power that has been intrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world. It is all part of the greater work of regeneration and redemption of mankind."
Between 1926 and today, we proceeded dealing with advertising as if it was more science than art. Reach and frequency were introduced, new metrics like GRP and TRP started to dominate the language of the business and now we measure our reach in terms of impressions. Coolidge's idea of inspiration and spiritual redemption through advertising was replaced by spreadsheets, perspiration and a dominance of left-brain thinking.
Is Advertising Art Or Science?
If advertising is a matter of data and science, why do we remember an Apple commercial from 1984 that ran once? And why do I get so annoyed when I see the same, mediocre ad over and over again, behaviorally targeting the hell out of me and perfectly aligned with reach and frequency formulas? I would argue, there's an advertising world outside of science. It's called creative... Read more

What's Next, Column Inches?

Posted by Jay Friedman on July 31st, 2009 at 12:00 am

Online media measurement is apparently too complicated.  But rather than slowing down to explain and bring people along we're giving up altogether and going backwards.  Really? GRPs over individual user targeting or frequency to conversion analysis?  Reach/frequency over behavioral, affinity/predictive, or contextual?  Maybe we should toss third party ad serving out the window and just have Nielsen tell us the next day if any of 350 people remember seeing the ad via a diary.  Yeah, that's it! Kudos are due to those that create new markets, like the first ad networks, BlueKai, Tumri, MySpace, and Twitter.  Somehow these experience mass adoption and involve people learning how to do new things in new ways but media measurement can't get that same traction.  Reverting back to T/GRPs and R/F is not the answer - nor is throwing out a 728x90 and calling it a 3c x 1.25" (for those of you old enough to calculate newspaper column inches!) As always I'd enjoy your feedback.