I-COM worldmeasurementnews

ABC Germany: Visit replaces the Page Impression as ranking metric

BERLIN (ivw), den 28.07.2009 - Die von der Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern e.V. (IVW) monatlich ermittelten Leistungswerte von Online-Medien werden zum Ende des laufenden Jahres dem Markt in einer neu strukturierten und erweiterten Ausweisung zur Verfügung gestellt. Darauf einigten sich am vergangenen Freitag die Delegierten der Werbungtreibenden, Agenturen und Medienanbieter im zuständigen Organisationsausschuss der neutralen Prüfgemeinschaft.

Nach den Beschlüssen des Gremiums rückt in der Gesamttabelle der IVW-Ausweisung die Messgröße Visit (Besuche - Anzahl der zusammenhängenden Nutzungsvorgänge eines Angebots) in den Vordergrund: Die erste Ebene der monatlichen IVW-Veröffentlichung wird künftig die Online-Nutzung sämtlicher der IVW-Kontrolle unterstellten Internet-Angebote mit ihrem jeweiligen Gesamtergebnis nach Visits auflisten. Außerdem werden diese Daten für jedes Angebot nach der Herkunft der Nutzung (Inland/Ausland) in absoluten Zahlen sowie in den prozentualen Anteilen differenziert ausgewiesen. More...

Thinking beyond cost-per-click in Asia

Bennett Porter, Head of Marketing, Yahoo! Southeast Asia writes for iMedia: It must be a familiar scene at marketing meetings around Southeast Asia: after setting aside the budget for print, TV and bus ads, someone in the team asks "shall we spend what's left of it online -- just as a test?" This gets a "favourable" reply from the boss: "Okay, but make sure you get clear ROI (return on investment) in the form of page views."

Page views, an early, unsophisticated way of measuring effectiveness, has stuck on as the default method to access the success of online campaigns, which are still a poor step-sister to traditional marketing in the region. More...

Web Analytics Integration: Holy Grail Or White Whale?

Judah Phillips, Senior Director, Global Site Analytics at Monster Worldwide writes for Mediapost: A few years ago, when I spoke about "integrating Web analytics data with data from other systems," I was often met with quixotic looks from vendors and asked, "Why would you want to do that?" Practitioners, on the other hand, wondered, "how are you going to that" with the current tool sets available at the time. Consultants would say, "we can help you with that, as long as you purchase specific tool X and have your data in database Y." More...

OPA South Africa joins the I-COM as official country representative

The I-COM (International Conference on Online Media Measurement) is pleased to welcome the OPA (Online Publishers Association) of South Africa as our official country representative. "We are proud to join our international peers in formally supporting the I-COM from South Africa," says Josh Adler, Head of Measurement, Online Publisher Association, "We are equally eager to use the platform to interact with organisations from other global markets and build a collective body of measurement knowledge and experience."

Microsoft Bing Sends Web Analytics Scrambling

Laurie Sullivan writes for Mediapost: Search engines have been fundamentally changing the way they serve up information. They now bring more content to the people in search queries, rather than pull searchers to the Web site that house text and videos. This shift has put pressure on Webtrends, Omniture, Coremetrics and other Web analytics companies to change, too.

Preliminary data suggests that bounce rates on Web sites have declined from people originating on Bing, according to Brian Cummins, product manager for search marketing at Coremetrics. More...

Digg Testing New Social Ad Units

Mike Maser, Chief Strategy Officer of Digg writes: we’re announcing our plans to roll out a new advertising platform — Digg Ads. Digg Ads will give you more control over which advertisements are displayed on Digg. The more an ad is Dugg, the less the advertiser will have to pay. Conversely the more an ad is buried, the more the advertiser is charged, pricing it out of the system.

The platform will launch as a pilot in a few months, and it will be an ongoing work in progress as we learn more from the Digg community and adjust the system. We’re still in very early stages of working with advertisers and building the system, but we wanted you to be the first to hear about our plans. More...

In Taiwan, Nielsen launches Internet Audience Measurement

Taipei, 20 July 2009: The Nielsen Company today announced the official launch of Nielsen Online Market Intelligence - a new currency for Internet Audience Measurement - in Taiwan.

“Nielsen Online Market Intelligence provides independent, third party verification of Internet traffic to allow publishers, site owners, and media and advertising agencies to benchmark the true performance of Web sites and advertising campaigns based on consistent and accurate online reporting metrics,” said Tina Teng, Executive Director, Media Research, The Nielsen Company Taiwan Ltd.

"I believe that linking the internet to traditional media terminology is what sets Nielsen Online Market Intelligence apart,” commented by Michael Chang, Internet Advertising and Media Association Chairman and Aegis Media Chief Digital Officer. More...

Brand Marketers Still Reliant on Click-Throughs to Measure

Kate Kaye writes for ClickZ: With all the talk about the need for better and more standardized online marketing metrics, it may come as a surprise that many marketers still don't use many of the metrics already accepted. Especially when it comes to branding campaigns, many digital efforts are still measured primarily by the most basic of barometers: clicks.

"Those that call themselves brand marketers online are not really the true type of brand marketer that you think of [from] a traditional agency," explained Forrester Research Senior Analyst Emily Riley, an author of the firm's new "Committing to Meaningful Metrics" report. More...

The challenge in cross-channel campaign integration

Mick O'Brien, VP Operations APAC at Eyeblaster writes for iMedia: Marketers may be keen on cross-channel campaigns, but a recent Eyeblaster study shows many don't know how to bridge the chasm between implementing these campaigns and measuring their effectiveness.

Online ad campaigns have become integral in the minds of marketers worldwide. An indication of the increasing importance of online into the marketing mix was the response by 63 percent of marketers who credited interactive display rich media as a primary driver for both brand building and audience response in a recent survey that polled 400 senior marketing executives across the globe (including APAC). More...

TNS & Spring win Internet Audience Measurement tender in Norway

London, July 13 2009 – TNS Gallup, leading provider of market insight, have signed a contract with the Norwegian Media Businesses’ Association (MBL) for the delivery of Internet audience measurement in Norway.

The survey will be carried out on a representative panel numbering 5,000 people using Spring technology. Spring was founded in 1995 and is one of the leading pan-European providers of online measurement, analysis and research.

Geir Engen, Assistant Director, Norwegian Media Businesses' Association has great expectations of the new surveys: “The fact that we will have a currency that provides a more accurate picture of internet use will increase confidence in digital media, a confidence that is essentially a currency in itself." Isabel Serrano, TNS Media Research’s Global Strategic & Development Director commented “The Norwegian internet industry has been our partner for many years and we are glad they have entrusted us to run this project for a further four years.”
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