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This AdWeek piece on measuring advertising in today's media environment
essentially echoes what I've been saying for the past year. That in an age when you can measure direct response and engagement, impressions are no longer a valid measure of anything.
The interesting observation here is that most media and most advertisers don't want to change. Which is why those marketers will be the 21st century equivalent of buggy whip manufacturers, shouting "just give me a faster horse" while their competitors drive away with the profits.
essentially echoes what I've been saying for the past year. That in an age when you can measure direct response and engagement, impressions are no longer a valid measure of anything.
The interesting observation here is that most media and most advertisers don't want to change. Which is why those marketers will be the 21st century equivalent of buggy whip manufacturers, shouting "just give me a faster horse" while their competitors drive away with the profits.
Good post but it does not say what the measurements are. For instance, in a social media campaign, I assume you measure web analytics, social stats and buzz. How do you measure this and are there more data or less data that needs to be measured to get some reasonably hard numbers on how a social media campaign is working?
Dag
Posted by: Dag | March 30, 2009 at 03:02 PM