I-COM worldmeasurementnews

In US, MediaVest Unveils POEM, Proprietary Paid, Owned, and Earned Media Measurement

November 15, 2011 - MediaVest today announced a proprietary POEM methodology for measuring interactions between Paid, Owned and Earned Media, the ripple effect these channels have on each other and on sales. MediaVest will use this methodology to guide planning of paid, owned and earned media and to amplify the return on clients’ marketing investments.

“Earned media has the power to exponentially increase the impact of paid and owned media. With this potential, understanding earned media’s effect is essential to assessing the full impact of any marketing program.” says Bill Tucker [pictured], CEO, MediaVest.”POEM provides us with a proven methodology for identifying the paid, owned, earned cause-and-effect, on the brand and campaign level, and the ability to apply this understanding to maximize media investment for our clients.” More…

What to Know About the Promise and Perils of Mobile Metrics

Ad Age White Paper Sets Misinformation Straight

Kathryn Koegel [pictured], Chief of Insights at Primary Impact, writes at AdAge: Measurement is the rational basis of the business of any medium, and if mobile is indeed a new medium and not just a mode of communication, mobile metrics have to grow up, and marketers, developers, content producers and agencies have to start using them and even agree on what's important to measure. Currently, marketers and agencies need to patch together their own set of metrics to get at the data that works for them. But at a time in the not-so-distant future, metrics will need to be normalized across the industry-and connected with metrics from other media-so that meaningful planning metrics and measurement of a campaign's success can be broadly implemented. More…

In US, Rocket Fuel Unveils Brand Booster 2.0

New features enable brands to apply real-time survey results in any digital channel and across all campaigns.

Redwood Shores, CA (August 22, 2011) – Rocket Fuel Inc., the leader in real-time targeting, today unveiled Brand Booster 2.0, the next generation of its suite of solutions designed specifically to deliver the metrics brand advertisers care about across display, video, mobile and social advertising campaigns. Brand Booster 2.0 is built on the Rocket Fuel Real-Time Targeting Platform, the only ad platform that uses patent-pending technology to combine the most powerful ad targeting techniques with brand impact data to optimize multi-channel campaigns in real time.

"Brand advertisers have been between a rock and a hard place for years -- they want to use online advertising to drive offline sales, but the majority of media targeting and optimization tools are concerned solely with online clicks and conversions," said Richard Frankel [pictured], President of Rocket Fuel. "With this next generation of our brand platform we are enabling brands to reach the right customers at the right time and across all digital channels to favorably affect brand sentiment." More…

Specialists Aim to Simplify the Online-Ad Landscape

Emily Steel writes at The Wall Street Journal: Seeking to milk the huge growth in online advertising, a rush of technology firms have emerged in recent years pitching an array of techniques for buying, targeting and measuring digital ads. But the raft of newcomers has created a complex landscape that has left marketers confused.

Now a series of specialized companies are pitching products to simplify the landscape by helping marketers navigate the online-advertising world. More…

In UK, Advertisers get new guides to better decision-making in digital campaigns

ISBA has launched two new best practice guides for digital advertisers – one on the world of mobile marketing and the other addressing digital measurement and analytics.

The guides, launched at a special digital event for ISBA members in London, provide decision-making tools to improve client-side input to the planning, direction and production of digital/mobile marketing campaigns.

ISBA’s Consultancy Manager Christina Nilsson [pictured] said: “Digital measurement is another area that continues to be high up on marketers’ agenda. I have no doubt that our measurement guide will be a useful tool to enhance the measurement to help setting smart objectives and KPI's upfront of their digital campaign work.” More...

Intuition is no longer a marketing strategy

Anoop Sahgal, Senior Manager, Suite Marketing at Adobe Systems writes at cmo.com: In today’s multichannel marketing world, characterized by the rapid and consequential changes in digital and social marketing, the ability to measure and optimize marketing initiatives is more challenging and important than ever. Marketers need to bring data and channels into a single, comprehensive, and integrated solution. 

“Intuition is no longer a marketing strategy,” said Josh Hanna [pictured], executive vice president and general manager of Ancestry.com, a global company that offers customers the world’s largest online collection of family histories. More... 

In US, tripartite initiative launched to “Make Measurement Make Sense”

PALM SPRINGS, CA (February 28, 2011) — Three advertising trade groups have launched a major initiative to lead the industry in developing digital metrics and cross platform measurement solutions, with the goal of enhancing marketing and media management decision-making.

The initiative entitled “Making Measurement Make Sense” is a joint undertaking of the IAB (Interactive Advertising Bureau), the ANA (Association of National Advertisers) and the 4A’s (American Association of Advertising Agencies). These organizations, which represent the entire value chain in marketing and advertising, have engaged the management consulting firm Bain & Company and the strategic advisory firm MediaLink, to support the initiative.

“As more consumers have migrated to digital media, marketers have sought to follow them by deploying interactive campaigns,” said Sherrill Mane [pictured above], SVP Industry Services, IAB. “The ‘Making Measurement Make Sense’ initiative gives the industry the opportunity to understand how to follow and connect with the consumers targeted by these campaigns, and how to measure both within digital and across media platforms.”

“It is indeed time for the industry leaders to develop a ‘currency’ that is widely and consistently accepted and adopted,” said Bob Liodice [pictured left], President and CEO, ANA. “Online media has an abundance of metrics, but none that serve as currency across the ecosystem. This process will allow the industry to use consistent measurements to evaluate a program’s return.”

“The leading marketing and media trade organizations have united to spearhead an ecosystem-wide solution to many of the critical issues in measurement,” said Nancy Hill [pictured left], President-CEO, 4A’s. “The confusion in this area has added costs to advertising agencies, which have been forced to use, subsidize and staff around increasing numbers of metrics and data in order to plan, purchase and post-analyze their media buys. This initiative will streamline and simplify those processes.” More...

WPP Launches Data-Driven interactive agency ‘Possible Worldwide’

NEW YORK — WPP Digital announced today the launch of Possible Worldwide, a global interactive marketing agency. Formed through the combination of award-winning WPP Digital agencies Schematic, Bridge Worldwide, BLUE and Quasar, Possible Worldwide’s mission is to create meaningful and measurable interactive marketing for the world’s largest brands.

Supporting Possible Worldwide’s interactions model is its data-driven approach and advanced analytics tools that allow the firm to optimize and improve its work over time and to provide clear and detailed metrics that help clients accurately assess the impact and ROI of their campaigns and initiatives.

The firm develops solutions across the full range of digital media including mobile, Web, television, digital-out-of-home, tablet, touch, online advertising and social media, bringing technology and creativity together in new ways that drive consumer interest and business growth. More...

Lack of Measurement & Innovation Has Turned Agencies Into 'Vendors'

Avi Dan writes for AdAge: When procurement started training their eye on advertising, they discovered a fairly undisciplined area, with huge amounts of money in one of the largest categories of indirect spend of the company, without the backing of solid data, measurement or ROI. Demanding a better process and transparency was a logical step. More...

The Search for the ‘Golden Digital Metric’

Mandeep Grover, Head of Marketing at Johnson & Johnson Vision Care-ANZ writes for ClickZ Asia: Since these metrics are mainly for digitally-based media, it’s hard to use them as-is for integrated campaigns. There has been some work done to measure the interaction with the ‘offline’ media through embedded keywords, however that approach is still in its nascent stage. In addition, these metrics don’t provide a reliable impact of when the interaction/engagement would translate into sales. More...