comScore Chair: Metrics Woefully Misleading
"Online publishers are under siege, with some financial analysts now predicting dramatic declines in display ad prices in 2009," Fulgoni wrote in the letter. "I believe that one of the main reasons for this is that, in these challenging economic times, advertisers and publishers are not always using the right measures to analyze advertising effectiveness."
"With average click rates on display ads falling under 0.1%, the correct metric to use is clearly NOT the click," Fulgoni added. "Failure to recognize that exposure to the ad has measurable benefits in terms of consumer awareness and behavior--even without a click-thru--can lead advertisers and publishers to significantly undervalue display advertising."
As a result, said Fulgoni, use of the click alone to evaluate the effectiveness of display advertising could be one of the main reasons why display ad dollars are under pressure.
Rather, Fulgoni believes that advertisers and publishers need to use view-thru metrics, not clicks.
comScore recently published a norms database based on our analysis of the view-thru impact of hundreds of display ad campaigns.
The studies are intended to prove to advertisers that display ad campaigns are delivering real value in terms of substantial lift in site visitation (an uptick of 46%), lift in trademark search queries (38%), and increases in both e-commerce (27%) and offline sales (17%).--Gavin O'Malley
0 comments on "comScore Chair: Metrics Woefully Misleading".
Leave a Comment
Recent Online Media Daily Articles
-
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ... -
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time targeting services based on ...
I totally agree with Gian's assessment. Using click-thru rates indeed undervalues what display advertising can contribute to branding.
Mel Stevens
I don't dispute the value of branding, but display prices will continue to be pressured until agencies stop selling display ads as a DR solution and tighten up liberal conversion attribution definitions. Knock on my door for Branding, not a conversion solution.
In most cases, I don't think the metrics are as misleading as those representing them.