Just how big is a hectare?

I don’t know about you, but when I hear a report from the BBC or watch a correspondent reporting from some remote locale, I scratch my head and wonder how many acres are in a hectare? Well, oddly enough, not all cultures drive 55, and the yard is about as relevant as a rod to anyone outside of the United States. The same goes for establishing success metrics for a global campaign.

For example, in many countries, online ad serving is not supported by the structure we have in the United States. In some regions, publishers provide ad serving. Therefore, the resulting metrics may not be accurate enough to truly measure the success of a campaign.

Additionally, online commerce rates can vary widely between regions, so sometimes it is more effective to employ a branding campaign than a direct response model.

Before you approach the client with a metric that measures the success of a campaign, it would be prudent to get on the phone with Colin in London and Xuyen in Beijing and agree on a metric or a spectrum of metrics that would define relevant success in their given markets.