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Online, it's all about measurement. From web analytics to advertising, the current economic environment demands it because without measurement, it's all but impossible to calculate ever-important ROI.
Increasingly, 'engagement' is one of the metrics that everyone is interesting in measuring. How are users interacting with your content or ads? How does that relate to your bottom line?
The Online Publishers Association (OPA), following closely in the footsteps of the IAB, is hoping to spark a creative revolution of sorts in online display advertising. To that end, a number of the OPA's high-profile members will introduce three newer, bigger, and more interactive ad units this summer.
The ads are even taking a page from the content side of the online equation: each will feature a forward-to-a-friend button.
I’m delighted to have been asked to be a panelist at Social Media Influence tomorrow.
I’ve attended every year since its first carnation 4 years ago as Blogging4business. Inspiring speakers such as Antony Mayfield, Suw Charman-Anderson, Hugh McLeod and Struan Robertson thrilled us with their visions of how business should embrace a brave new social media world.
When Wenda Harris Millard talks, the industry listens. As well it should. One of the smartest, and most formidable executives in interactive advertising, Wenda is co-CEO of Martha Stewart Living Omnimedia, following top executive positions at Yahoo, Ziff Davis Media and DoubleClick (to name but a few). Credentials don't get more impressive than her résumé in interactive advertising.
At her keynote at the IAB's annual summit in Orlando this weekend, Wenda called for a new era in online advertising; one in which measurement, metrics, analysis -- in short, the science bit of the advertising equation, take a back seat the art part: big ideas, killer creative and "the sizzle, not the steak."
Her plea is very much in line for her exhortation last year at the same event, when she called on marketers "not to trade our assets like pork bellies."
When I read the word 'Silo' I recall the massive industrial grain storage silos that used to scare me as a child.
Having grown up on a UK TV diet of Doctor Who, Blake 7 and The Tripods, anything that looked vaguely like an enemy spaceship became the subject of irrational fear and bad dreams.
These days I fear silos of a different nature.....
Are publishers using outdated metrics? How should they be innovating and reinventing their business models?
Understandably there has been much debate of late around publishing business models. The rise of the internet, compounded by the global economic woes, are making it increasingly hard to see where the money is in publishing and media going forwards.
Metrics matter. Every online publisher and every digital marketer knows this.
In a new article, BusinessWeek's Sarah Lacy asks the question: is the 'unique user' metric an endangered species?