Great post by Gavin O'Malley in MediaPost today....http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149267
This is even more proof that clicks are not the intended measure of web advertising, and will likely go the way of the 468x60 banner. (Yes, I Occasionally see a random 468x60 out in the wild, and makes me chuckle a bit - I further digress to around 2002 @ SF Big party where Scott McLernon came to the front of the room with a casket for the dead ad unit size - "The Official Death of the 468x60" was declared!
Campaign measurement and performance is critical to understand the investment in ad spend. Many advertisers have become much more sophisticated and savvy with regards to understanding the impact their online advertising has for driving brand health metrics, or ROAS.
We're heading in an interesting direction here at BuzzLogic, and working to help brand advertisers to understand organic brand lift metrics within the conversational media space. Specifically, we're finding that when advertisers place media within dense conversations which are relevant, influential, and authoritative to the marketing communication strategy... we're seeing significant organic, positive lift. To me, this tells an insightful story for the brand which a click simply can't.
I'm glad to see that our organization and the industry in general is looking towards new solutions and advanced analytics that will hopefully power our industry to get off the "click-through-rate" reporting methodology.
The first step of change is simply to identify there is a problem... Love the MediaPost post this morning as it's further validation that the industry does indeed have a problem.
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