The gap between what advertisers and publishers measure and what matters to the people they're trying to reach. BACKGROUND
If you have time to do some further reading on the tension we're trying to unpack on May 19th, or just want to get your creative ideas flowing, here are three good starting points that won't take more than 10 minutes to read:
What You Think You Know About the Web Is Wrong [Tony Haile, Chartbeat]
http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/
What Uniques And Pageviews Leave Out (And Why We’re Measuring Attention Minutes Instead) [Upworthy]
http://blog.upworthy.com/post/75795679502/what-uniques-and-pageviews-leave-out-and-why-were
In defense of ‘vanity’ metrics: why page views are still important [Raju Narisetti, NewsCorp]
http://www.poynter.org/latest-news/top-stories/244136/in-defense-of-vanity-metrics-why-page-views-are-still-important/
1. PARTNERING WITH BRANDS & TALENT
3
Measuring It
A N A D V I S O R ’ S P E R S P E C T I V E O N W H A T M A T T E R S T O A D V E R T I S E R S
I W N Y M A Y 1 9 , 2 0 1 4
Monday, May 19, 14
18. 3
What and how the audience (and consumer) remembers matters.
Corollary 1: Who the audience is matters. Measure by segments of both the
publication and the advertiser.
Corollary 2: Engagement equals value. Increased recall impacts brand of both the
publication and the advertiser.
Corollary 3: Action taken matters. Measure fully (dark social) and measure the
endpoint.
Corollary 4. We rely on the same technology and data as publishers. Give us access.
Corollary 5: We need people with skills to read the data mosaic.
Summary
Monday, May 19, 14
19. PARTNERING WITH BRANDS & TALENT
3
Let’s talk.
C O N T A C T :
B E C K Y @ S U N D A Y D I N N E R . C O M
@ G N O S T I C A
W W W . L I N K E D I N . C O M / I N / G N O S T I C A
Monday, May 19, 14