Over the past 15 years, the battle cry has been "More and Better Measurement!" But better exactly how?
Over the past 15 years, the battle cry has been "More and Better Measurement!" But better exactly how? Is our purpose to make online numbers more palatable and usable by TV buyers? Or is it to provide far deeper levels of accountability and description than any medium - including ours - has ever provided?
Key stakeholders in this discussion are bringing real solutions to the table, and to the stage for this fast paced discussion.
Presentation highlights
0:00 - Better measurement for your brands
2:30 - Better digital management must be...
5:00 - First fix viewability
7:15 - "If you're doing the bad stuff, stop."
10:00 - What percentage aren't viewable?
12:00 - Properly crediting conversion impressions
14:30 - It's not about clicks. It's about enabling dollars.
17:15 - Optimizing in real-time
19:00 - Finding scalable, affordable measurement tools
21:30 - Viewable and validated impressions
23:40 - It's dangerous to measure new models with old measures
26:00 - Brand target specifications
29:30 - Clicks not correlating to sales
32:20 - What we're not going to figure out in the forseeable future
Run time is 33:10
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Mike Donahue joined 4A’s in 1994 and serves as staff officer on several 4A’s special projects and committees, including the Value of Advertising, the Digital Board and oversees the Media Policy Board. He manages the association’s conferences and special events, media services, and industry outreach initiatives. He has been closely involved in the development of Ad-ID™, the identification code for all media forms used throughout the industry. Prior to his work at the 4A’s, he worked in account management at Saatchi & Saatchi and its predecessor agency, Dancer Fitzgerald Sample. He was a member of the Executive Committee of the Board of Directors of both agencies.
Anne Hunter has thirteen years of interactive advertising experience and is a frequent speaker on media measurement and targeting. She recently became the Vice President of Advertising Effectiveness Products at comScore Inc. where she oversees the AdEffx suite of campiagn advertising effectiveness producs.
Ted McConnell retired from P&G 32 years, where he spent the last 15 years presiding over digital marketing innovation, partnering with brands and corporate groups to understand how these new methods could work with packaged goods brands. His Innovation related work at P&G included building and running a marketing technology lab, and an assignment as the Corporate Futurist. Ted serves on Boards of technology startups, as EVP of Digital for the Advertising Research Foundation, and is retained by several high tech media companies to help drive product innovation and development. His passion for the web arises from the basic idea that if companies use the tools of digital marketing in ways that truly serve the consumer, that Consumers, Advertisers, Agencies, and Media Suppliers all come out ahead.
Doug Weaver is the President of Upstream Group and a pioneer in the field of online advertising. Over the past five years he's worked with over 60 leading companies, including Yahoo!, AOL Time Warner, USA TODAY, CBS MarketWatch, ESPN Internet Group, The Microsoft Network, CBS Sportsline, Terra Lycos and DoubleClick. Through his work with these companies, and through the IAB Professional Development Series and iMedia Summit Program, Doug has trained well over 4,000 Internet salespeople and has consulted on a host of strategic sales and navigation issues.
