I-COM worldmeasurementnews

Erwin Ephron: CPM and Cost-Per-Point are not the same

Erwin Ephron writes: The recent industry proposal [in the US] that spot media change from a cost-per-point to a cost-per-thousand currency measure ignores important differences -- and has competitive implications that go beyond the numbers...

But the two measurements also have competitive implications. Media with dispersed audiences like Cable TV look much better on CPM than on Cost-per-point. Their geographic area is large so their audience as a percent of the population is small. That means a rating point costs a lot. More...

Twitter not popular with German youth

RUF Jugendreisen writes: According to a recent study by RUF Jugendreisen, over 90% of German youth are unaware of Twitter. And only 1% use Twitter.

„Dass Twitter bisher überhaupt nicht bei den deutschen Jugendlichen angekommen ist, hat uns sehr erstaunt“, sagt Dirk Föste, Vertriebsleiter bei RUF Jugendreisen. „Wir hatten angenommen, dass die Kids als erstes auf den Zug aufspringen und Twitter vom Kommunikationsbedürfnis der jungen Leute profitiert“, so Föste weiter. More...

Coremetrics Poll Finds Marketers Unable to Track, Justify Online Advertising Programs

SAN MATEO, Calif., April 27, 2009 – Coremetrics, the leading provider of online marketing and business optimization solutions, recently polled more than 100 marketers from large to midsize online retail companies about their ability to track and justify their display and Web 2.0 campaigns. 52% said they were either not sure, somewhat skeptical or completely unconvinced display advertising and/or Web 2.0 initiatives justify their cost. 68% said it was somewhat to very difficult to collect and combine performance data from multiple sources (web analytics, display ad network, behavioral targeting network)

John Squire, Chief Strategy Officer, Coremetrics said ”With fewer dollars to spend, marketers are under increasing pressure to measure their online campaigns and justify budgets based on results. At the same time, consumers are taking more time to complete transactions online and are exposed to multiple marketing campaigns before converting. More...

Integrated Approaches to Social Media & PR Measurement Will Yield More Actionable Insights

Don Bartholomew writes: The best answer is both. And add in content analysis too as a diagnostic tool. A holistic, integrated social media/PR measurement approach that utilizes web analytics, content analysis and primary audience research adds measurement richness and provides valuable formative insights. All research/measurement is good. More is better. Holistic is best. More...

In US, Harris Interactive Launches Powerful Solution for Text

ROCHESTER, N.Y. – April 23, 2009 – Harris Interactive (NASDAQ: HPOL), a global market research firm, today announced a new solution, Harris Interactive Text Analytics, that integrates the leading text mining technology from Clarabridge and proprietary advanced analytics to map market trends. The solution is intended for use by any company or organization that wants to integrate the many sources of information available about their market to optimize investment in market research dollars, and produce better trend forecasting.

It incorporates market intelligence from surveys, structured web content, and customer relationship management for a real 360º view of market behavior. The result is a pulse on leading indicators of market trends and opportunities. “Text mining has morphed from a cumbersome process to an efficient and cost effective analytical process which is enterprise scalable,” says R. Scott Evans, Ph.D., Vice President of Text Analytics at Harris Interactive. “Advancements in text analytics and our industry expertise have made our solution a highly efficient and effective way to identify and validate market
trends as they emerge.”More...

Online Ad Value -- Measurement Beyond the Click

Scott Hoffman, CMO of Lotame, writes for MediapostThe worst-kept secret in online advertising is that click-through metrics only measure a fraction of the "transactional" value of an ad campaign. The assumption in measuring clicks is that a click equals interest, but we know that ads generate long lasting awareness and interest even if an ad never gets a single click.

Thankfully, where there is a will, there is a way and new modes of measurement provide several incredibly valuable paths to demonstrate value, and some combination of the ones listed below -- based on surveys, social media activity, time, and yes, clicks -- will likely be right for you. More...

ABCe interaction event in London underlines growing importance of audited data

Speakers at the ABCe event in London today underlined the growing need to justify the accuracy of data. As the advertising industry is becoming more data / analyics driven, having trusted 3rd party audited data is a necessity. More...

In UK, Online market share increases to 19.2% as advertisers seek accountability

IAB UK writes: Advertising expenditure on the internet proved resilient to the downturn in 2008 by growing to £3,350 millions in 2008, a 17.1% like-for-like increase on 2007, according to the bi-annual online advertising expenditure study from the Internet Advertising Bureau (IAB), the trade body for digital marketing.

Guy Phillipson, chief executive of the IAB, said: "These are really tough times and advertising budgets are being slashed. More than ever, marketers have to demonstrate a clear return on their media investment – and accountability is online's trump card. UK advertisers have become digital savvy and they're now using rich media, ad networks and search in intelligent ways to achieve their sales and brand targets. This shift to digital has propelled online to become a 20% medium." More...

Creating an Analytics-Driven Culture

At the Omniture Summit in London, Steve Jackson, is speaking about one of the most important issues for advertisers to my mind, creating an Analytics-Driven culture. Last month McK released a study which indicated that the large majority of advertisers have the wrong structure to bring important Analytics insights into the board room. Probably, the lack of an Analytics-Driven culture is one of the main reasons for this.

U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent

RESTON, VA, April 16, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on the U.S. Hispanic Internet market, finding that the Hispanic online population reached a record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market. During the past year, the growth of the U.S Hispanic Internet audience outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed, as Hispanic online adoption and engagement accelerated.

Hispanic Online Audience Growing Faster than Total U.S. Internet Market
The U.S. Hispanic online population reached 20.3 million visitors in February 2009, an increase of 6 percent from the previous year. Hispanic Internet users also exhibited a surge in online engagement, including strong increases in time spent and pages consumed. The total amount of time spent online by Hispanics increased 6.9 percent in 2009 (3.9 times faster than the total U.S. online population), while total pages consumed grew 6 percent (3.6 times faster than the total U.S. population). More...