Jasmine S.'s List: New Media

• "attribution
• cross-channel measurement that goes beyond the last click
• "last-click wins
• attribution
• insufficien
• attribution as the new standard for measuring media
• Despite the universal need for better metrics, most still rely on click-through rates, cost per click and direct cost per action to measure display media.
• five forces that are driving digital media attribution:
• 1. Continuing shift of media budgets from traditional to digital
• digital spend will grow 14%
• surpassing newspapers as the No. 2 medium.
• 2. Resurgence of display advertising
• will grow 14% in 2011
• *The maturing of search: There are only so many searches every day, and most marketers have maxed out their paid search efforts.
• But as the economy recovers, brand-building is once again a strategic priority. 
• 3.  Increasing focus on accountability
• While budgets may have loosened, the focus on results has not

• To measure brand-building media, we must measure engagement, not clicks.
• 4.  Evolution of Web architecture
• CIOs are becoming attentive to the needs of the marketing department
• marketing-technology solutions
• deployment of data
• universal tagging platforms
• new measurement tools
• 5. The emergence of better attribution solutions 
• new breed of point-solutions
• offering more effective, flexible and affordable insights
• holistic view of performance of each media channel, vendor, format, placement and keyword.

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• <div id="main"><div class="doubleRule" id="insideNYTimes"><div id="insideNYTimesHeader"><h4><br/> Inside NYTimes.com </h4><br/> </div><br/> <br/> <br/> <div id="insideNYTimesScrollWrapper"><br/> <table cellspacing="0" id="insideNYTimesBrowser"><br/> <tbody><br/> <tr><br/> <td class="first"><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/nyregion/index.html">N.Y. / Region »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/nyregion/david-peel-sang-once-for-lennon-now-for-occupy-wall-street.html"><img height="151" alt="No Less Irreverent at Age 68" width="151" src="http://i1.nyt.com/images/2012/04/29/nyregion/29MOTH_CHARACTER/29MOTH_CHARACTER-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/nyregion/david-peel-sang-once-for-lennon-now-for-occupy-wall-street.html">No Less Irreverent at Age 68</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/opinion/index.html">Sunday Review »</a> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/slideshow/2012/01/08/opinion/sunday/the-strip.html#1"><img height="151" alt="The Strip: Horse-Race Journalism Playbook" width="151" src="http://i1.nyt.com/images/2012/04/27/sunday-review/0429strip-web/0429strip-web-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/slideshow/2012/01/08/opinion/sunday/the-strip.html#1">The Strip: Horse-Race Journalism Playbook</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/books/index.html">Books »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/books/review/the-former-secretary-of-state-shares-her-reading-habits.html"><img height="151" alt="Madeleine Albright: By the Book" width="151" src="http://i1.nyt.com/images/2012/04/29/books/29moth_bythebook/29moth_bythebook-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/books/review/the-former-secretary-of-state-shares-her-reading-habits.html">Madeleine Albright: By the Book</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/travel/index.html">Travel »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://travel.nytimes.com/2012/04/29/travel/a-profile-of-london-by-aa-gill.html"><img height="151" alt="My London, and Welcome to It" width="151" src="http://i1.nyt.com/images/2012/04/29/travel/29MOTH_COVER/29MOTH_COVER-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://travel.nytimes.com/2012/04/29/travel/a-profile-of-london-by-aa-gill.html">My London, and Welcome to It</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><a rel="nofollow" href="http://www.nytimes.com/pages/opinion/index.html">Sunday Review »</a></h6><br/> <h3><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/opinion/sunday/terrorist-plots-helped-along-by-the-fbi.html?ref=opinion">Opinion: Terrorist Plots, Hatched by the F.B.I.</a></h3><br/> <p class="summary">Is cultivating potential terrorists through stings and undercover agents the best use of the manpower?</p><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/arts/design/index.html">Art &amp; Design »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/arts/design/munch-picasso-cezanne-and-rothko-go-on-the-block.html"><img height="151" alt="Munch, Picasso, Cézanne and Rothko Up for Sale" width="151" src="http://i1.nyt.com/images/2012/04/29/arts/design/29MOTH_AUCTION/29MOTH_AUCTION-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/arts/design/munch-picasso-cezanne-and-rothko-go-on-the-block.html">Munch, Picasso, Cézanne and Rothko Up for Sale</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/magazine/index.html">Magazine »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/magazine/how-samuel-l-jackson-became-his-own-genre.html"><span height="151" alt="How Samuel L. 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• <div id="main"><div class="doubleRule" id="insideNYTimes"><div id="insideNYTimesHeader"><h4><br/> Inside NYTimes.com </h4><br/> </div><br/> <br/> <br/> <div id="insideNYTimesScrollWrapper"><br/> <table cellspacing="0" id="insideNYTimesBrowser"><br/> <tbody><br/> <tr><br/> <td class="first"><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/nyregion/index.html">N.Y. / Region »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/nyregion/david-peel-sang-once-for-lennon-now-for-occupy-wall-street.html"><img height="151" alt="No Less Irreverent at Age 68" width="151" src="http://i1.nyt.com/images/2012/04/29/nyregion/29MOTH_CHARACTER/29MOTH_CHARACTER-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/nyregion/david-peel-sang-once-for-lennon-now-for-occupy-wall-street.html">No Less Irreverent at Age 68</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/opinion/index.html">Sunday Review »</a> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/slideshow/2012/01/08/opinion/sunday/the-strip.html#1"><img height="151" alt="The Strip: Horse-Race Journalism Playbook" width="151" src="http://i1.nyt.com/images/2012/04/27/sunday-review/0429strip-web/0429strip-web-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/slideshow/2012/01/08/opinion/sunday/the-strip.html#1">The Strip: Horse-Race Journalism Playbook</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/books/index.html">Books »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/books/review/the-former-secretary-of-state-shares-her-reading-habits.html"><img height="151" alt="Madeleine Albright: By the Book" width="151" src="http://i1.nyt.com/images/2012/04/29/books/29moth_bythebook/29moth_bythebook-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/books/review/the-former-secretary-of-state-shares-her-reading-habits.html">Madeleine Albright: By the Book</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/travel/index.html">Travel »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://travel.nytimes.com/2012/04/29/travel/a-profile-of-london-by-aa-gill.html"><img height="151" alt="My London, and Welcome to It" width="151" src="http://i1.nyt.com/images/2012/04/29/travel/29MOTH_COVER/29MOTH_COVER-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://travel.nytimes.com/2012/04/29/travel/a-profile-of-london-by-aa-gill.html">My London, and Welcome to It</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><a rel="nofollow" href="http://www.nytimes.com/pages/opinion/index.html">Sunday Review »</a></h6><br/> <h3><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/opinion/sunday/terrorist-plots-helped-along-by-the-fbi.html?ref=opinion">Opinion: Terrorist Plots, Hatched by the F.B.I.</a></h3><br/> <p class="summary">Is cultivating potential terrorists through stings and undercover agents the best use of the manpower?</p><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/arts/design/index.html">Art &amp; Design »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/arts/design/munch-picasso-cezanne-and-rothko-go-on-the-block.html"><img height="151" alt="Munch, Picasso, Cézanne and Rothko Up for Sale" width="151" src="http://i1.nyt.com/images/2012/04/29/arts/design/29MOTH_AUCTION/29MOTH_AUCTION-moth.jpg"></a><br/> </div><br/> <h6 class="headline"><a rel="nofollow" href="http://www.nytimes.com/2012/04/29/arts/design/munch-picasso-cezanne-and-rothko-go-on-the-block.html">Munch, Picasso, Cézanne and Rothko Up for Sale</a></h6><br/> </div><br/> </td><br/> <td class=""><br/> <div class="story"><br/> <h6 class="kicker"><br/> <a rel="nofollow" href="http://www.nytimes.com/pages/magazine/index.html">Magazine »</a><br/> </h6><br/> <div class="mothImage"><br/> <a rel="nofollow" href="http://www.nytimes.com/2012/04/29/magazine/how-samuel-l-jackson-became-his-own-genre.html"><span height="151" alt="How Samuel L. 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• as the Web and DVRs uproot the way people consume television
• the unit is adding advertiser research as a fresh focus of intense inquiry.
• But what about those who do not click, the many millions of others whose eyes merely flit across the screen?
• $37 billion by 2013.
• Are ads that play before video clips, known as prerolls, more effective when paired with banner ads?
• in addition to tracking eye movemen
• heart-rate monitors, skin temperature readings and facial expressions (probes are attached to facial muscles) to reach conclusions.
• flyout” ads
• “transparency” ads that appear over the content, but are less intrusive
• (In this category, consumers learn to ignore watermark promos.)

13 more annotations...

• Wall Street investors can easily leave a single Web page up all day.
• Ajax —
• contributing to Yahoo's decline in page views,
• These technologies have outgrown the metrics
• More important than "truckloads of page views," Daboll said, are visitors' loyalty and their willingness to respond to ads
• qualities harder to measure.
• "You are not maximizing what causes value. You are maximizing the things a computer can count easily."
• "A page view doesn't necessarily equal an ad opportunity, but (is) an important barometer."
• "People kind of cling to it, even if they know it's flawed,
• "They want to see this familiar metric."
• In December, MySpace had 41 billion page views compared with Yahoo's 36 billion, down 2% from a year earlier.
• Yet Yahoo remains arguably the Internet's leading brand — both in terms of the number of unique monthly visitors and the average time spent
• 1990s, websites touted "hits"
• But that rewarded sites heavy with graphics and photos, even though too many can be distracting, especially with dial-up connections the norm at the time,
• Nielsen/NetRatings
• started refining which hits should count,
• All elements in a single page are counted as one, and thus "page view" was born.
• Nielsen/NetRatings
• whether that person visits once for 10 seconds or several times.
• unique audience
• number of visitors to a site in a given mont
• advertisers like to know they aren't displaying ads to the same people over and over, even if the site draws significant page views.
• "the first that has changed the model of page views from an impression measurement perspective," said Sheryl
• Other technologies that could deflate page views include Really Simple Syndication, or RSS
• allowing a visitor to bypass a site's home page — and ads
• It's easy to get eyeballs now but it might not be the right eyeballs,
• Page views have their roots in traditional media
• "Now a new technology has come along to force the industry to deal with the fact that page views are ... not a good way of measuring audience engageme

26 more annotations...

• ncreasing evidence that the most easily measured metric on the web, the click, is not the right metric to use for many advertisers.
• In the past several months, th
• to the last ad
• a display ad can increase a search ad's click-through rate 25% to 30%. If he had simply measured the clicks from search, he would have missed the display ads' influence.
• In the online world, which measures the last ad seen,
• last-ad-attribution model, the circular is worth, at worst, nothing
• found online ads, even when they didn't result in a click, increased a consumer's likelihood of making a purchase at an advertiser's retail store by 17% and increased visits to a marketer's website by an average of 40%.
• Virtually any seller that's not a search engine or affiliate [network] is not getting the proper credit for their ads,"
• "There's a disconnect in terms of the actual work that's delivering people through that [sales] funnel and the sale and there's a disconnect in how advertisers are measuring their ads and planning their campaigns.

7 more annotations...

• What are the fundamental problems with online brand measurement today
• that fact alone -- that the players can't agree on where to begin -- is the overarching problem.
• The lack of standardized metrics is keeping online advertising from reaching its full potential.
  
• three broad themes: too much focus on direct response, lack of creativity and lack of understanding about how digital works.
• The solution could be to adopt tried-and-trusted methods used for measuring traditional media like reach and frequency
• GRP metrics used by television, radio and newspapers could be the last piece of the puzzle that online needs in order for the biggest advertisers to pour more money into the digital pot.

4 more annotations...

•   <!--?xml version="1.0" encoding="utf-8"?-->
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    <script type="text/javascript">   function underNavJobsBox() {  var displayJobsMax = 3; //How many result should be displayed? Max 20   var job = loadXML().getElementsByTagName("job");  var id;  var title;  var companyName;  var topJobsHTML = [];  //var city;  //var state;  var arrjobBluePromo = new Array(displayJobsMax);  topJobsHTML.push('
  ');  for (var i = 0; i < displayJobsMax; i++) {  id = job[i].getElementsByTagName("id")[0].firstChild.nodeValue;  title = job[i].getElementsByTagName("title")[0].firstChild.nodeValue;  //state = job[i].getElementsByTagName("state")[0].firstChild.nodeValue;  companyName = job[i].getElementsByTagName("company")[0].firstChild.nodeValue;  //city = job[i].getElementsByTagName("city")[0].firstChild.nodeValue;   var newtitle = "";  var arraytitle = title.split(" ");  if (arraytitle.length > 1) {  for (index = 0; index < arraytitle.length; index++) {  newtitle = newtitle + " " + arraytitle[index].substring(0, 1).toUpperCase() + arraytitle[index].substring(1, arraytitle[index].length).toLowerCase();  }  }  else  newtitle = title.substring(0, 1).toUpperCase() + title.substring(1, title.length).toLowerCase();   title = trimTitle(newtitle);   // --- display template ---  arrjobBluePromo[i] = '/jobs/description.aspx?id=' + id;  topJobsHTML.push('
  • ');  topJobsHTML.push('' + title + ' ');  topJobsHTML.push('
  ');  }   topJobsHTML.push('
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    Measuring brand effectiveness with clicks reminds me of so many other well-known fallacies: Home prices will always continue to skyrocket