April 22nd, 2009 by Stephanie Chan
Media Boot Camp Power Session: Defining the New Media Currency – How to Bring Traditional Media Metrics Online – Ad:tech 2009
MODERATOR:
David L. Smith, CEO, Mediasmith
PANELISTS:
Jon Gibs, VP, Media Analytics, Nielsen Online
Erin Hunter, Executive VP, comScore
Young-Bean Song, Director of Analytics & Atlas Institute, Microsoft
Scott Ernst, President, Compete
Todd Teresi, Chief Revenue Officer, Quantcast
Net Reach vs. Gross Reach
Net Reach = takes into account duplicates
GRP = Gross Rating Points
- Reach & Frequency on the web?
- Non-Existant today for online marketing
- Reach & Frequency should be of entire campaign rather than just the property
- % of audience is reaching = branding
Internet Branding Can Reach People Not Reached by TV.
- When it comes to branding, TV is the most successful due to its broad awareness. Internet as runner up.
Understand basket of audiences: Research through retargeting which is not scalable for ROI, just nice to know
Behavior: what searched about campaign, looked at, site visited – who & where
Next steps: % reach in certain groups of audience
Search being the last guy in & given the credit while display is the first step in driving the prospect into the sales cycle
The Buzz, Internet users searching about your brand:
- Social Media to help you see what people are saying about your brand not as advertising
More info:
www.mashable.com