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5 metrics that will soon be dead

5 metrics that will soon be dead David Zaleski


With publisher platforms constantly changing the rules about comment quality and spamming becoming an epidemic issue, the level of comments a piece of content receives is becoming less and less relevant. Sometimes the most insightful pieces will receive the least comments, while salacious and controversial content will receive high reception from viewers, readers, and trolls. Comments are no longer the indicator for success that they used to be.

Bernie Su, executive producer and show runner for the Emmy winning web series "The Lizzie Bennet Diaries," and creator of the new hit show "Emma Approved," speaks to iMedia about why comments are diminishing as a success metric.


You might be asking yourself, "wait, why would viewablity not be valued?"

It is, and that's the point.

The fact that marketers even have to ask whether their ads will be veiwable is ridiculous. The level of viewablity is a metric that will soon die off because in the near future it will just be a given that your ads are viewable. Marketers are sick of asking this very basic question. If you are paying for an ad, it should be viewable. Otherwise, why are you paying for it? Marketers are starting to see how silly things have been.

Dina Marovich from Paramount Home Entertainment and Mike Margolin from RPA speak to iMedia about why veiwablity should not even be a question -- let alone a metric -- in the modern marketing world.

Click-through rate

It's the metric that just won't seem to die. The click-through rate has proven time and time again to be at best an intermediate success metric and at worst an inaccurate snapshot into how well creative is converting sales. Now, with the advent of mobile, the CTR is drifting even further into irrelevance. "Fat finger" taps are producing an incredibly inflated mobile CTR, and even display ads on tablets/desktops are producing inaccurate results with bots and click fraud. The worst part is that even legitimate clicks are not indicative that a consumer is being led down the purchase funnel. This metric will soon disappear from your life.

Adam Gerber from ABC Televsion Networks and Mike Margolin, SVP & Director of Audience Strategy at RPA, speak to iMedia about why this metric is still around and why it will no longer be looked toward for anything other than superficial snapshot into display activity.

Skipped pre-roll rate

Marketers -- especially video marketers -- cringe when they look at the rate that consumers skip their video pre-roll. They look at it as failure and indicative that their creative was not captivating in the first five seconds to grab the audience's attention. While this might be the case, it's most likely not. Marketers are discovering that consumers skip pre-roll for really one reason; consumers don't like advertising. It usually has nothing to do with the brand or video creative, therefore marketers are starting to not take it as an indicator that they messed up creatively. Video pre-roll is here to stay, and a certain large percentage of consumers will always skip it.

Jackie Stasi from Nuance Digital Marketing and Lindsay Dye from Universal Pictures talk about why consumers skipping pre-roll doesn't necessarily mean they're not interested in your content.

Traditional television metrics

TV and digital are blending together at an extremely fast rate. Soon, all new televisions will be smart TVs. They will not only have internet connectivity, but also put live television viewing at a second or third screen level. TV is looking less traditional and more digital every day, so the metrics we use to measure both are going to blend together very soon. In the near future, marketers will be tracking a whole range of digital metrics on consumer television sets. Traditional television metrics are about to get a digital makeover.

Lindsay Dye from Universal Pictures speaks about why these metrics will no longer exist in silos, while Jackie Stasi from Nuance Digital Marketing speaks about the new metrics that marketers are looking toward for true insights.

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David Zaleski is the Media Production Supervisor for iMedia Communications, Inc. and Comexposium USA. He graduated from Loyola Marymount University with a BA in Film & Television Production, specializing in editing, animation, and...

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to leave comments.

Commenter: Carlos Cojulun/INACTIVE

2014, May 22

C-T-R should die as a stand-alone metric, but it should remain as a data point along the "Conversion Pipeline". Yes, that metric will need to be indexed for the "fat finger phenomenon" when calculation the Mobile share of the numbers are included, but it can be a useful data point to determine different environmental impacts on your ad such as placement location, engagingness of the ad, or differences of message adoption using A-B testing. Let's not throw the baby out with the bath water.