Results for "David L. Smith"
Twitter Metrics
Posted by David L. Smith on Jan 13, 2:19 PM
When I first heard of Twitter, I thought about it much like many of you probably still do. It's just noise. Who needs to know when someone is having a pizza? But I've had a few epiphanies along the way that have changed my thinking.
» 8 Comments
Podcasting Killed the Satellite Star
Posted by David L. Smith on Dec 23, 3:19 PM
When satellite radio was approved (spectrum allocated in 1992 and XM and Sirius applications approved in 1997), it was hailed as a big breakthrough for the industry. Markets with little diversity would have access to all sorts of music. Vertical markets that heretofore could not be supported through commercial radio and only got small slices (or none) of NPR became whole channels. The consumer would be served and all boats would rise. A little over ten years later, the two entities have merged into one and the market is waning.
» 12 Comments
Are You Maximizing Your Use Of Targeting?
Posted by David L. Smith on Dec 2, 4:50 PM
Many Web buys are bought on an impression basis. The majority of those are CPM buys. For those of you brought up in the TV economy, this is akin to making all buys on a household basis, which is what was done way back in the '60s. Today, many sellers have packages where they talk about targeting, including behavioral and contextual. I will now summarize the various types of targeting that are available. The concept here is that the Web needs to be bought like other media -- not just on a CPM impressions basis, but on a CPM targeted impressions basis. What method of targeting you use should be resolved at the media objective stage.
» 5 Comments
ComScore Weighs In On View-Through Proof
Posted by David L. Smith on Nov 18, 5:55 PM
ComScore announced Monday some new proof on the efficacy of view-through as a key performance indicator for Web advertising.
» 5 Comments
Time For A Single-Pixel Solution?
Posted by David L. Smith on Nov 4, 12:14 PM
Last Friday, Jim Stern wrote in this blog about the difficulty of getting people to undertake the measurement process -- and the difficulty in getting tags (pixels) up. We've all run into these issues. I recognize that the current time is such that getting your work done every day is the biggest issue. But it is also a chance for change. And if we can vote to change a whole country, we can certainly consider rebooting our tagging systems and creating something newer and simpler.
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CPA: Trend Or Permanent Move?
Posted by David L. Smith on Oct 21, 2:46 PM
There is, once again, an increase in the market of CPA deals. This generally happens in a down market, when less inventory can be sold on a CPM basis due to market weakness. Mark Kvamme of Sequoia opined at a AAAAs management lunch in San Francisco last week that CPA would be THE sales metric of the future. We don't agree that CPA will be the only sales metric of the future. There are two reasons for this: First, we can sometimes make better deals with CPM-based buys and second, sites cannot see the full picture from a metrics standpoint and CPA represents only a single dimension.
» 6 Comments
Web Video GRPs: Not All Are Equal
Posted by David L. Smith on Oct 8, 10:49 AM
In the world of GRPs. comparability is key. GRPs have several functions. They are handy building blocks for planners. They make it possible for a brand or advertising person on the client side to have an idea about the relative gross impact of one medium or vehicle versus another. Because of this, it has always been important that GRPs for each medium be roughly comparable with other media, with the denominator being U.S. population or U.S. target audience population when talking about national media.
» 7 Comments
Smartphone Traffic And Device Penetration Close To Critical Mass
Posted by David L. Smith on Sep 23, 9:33 AM
On the advent of the launch of new phones supporting Google's Android, I thought it would be a good time to put a stake in the ground on the current smartphone data. AdMob, one of the largest mobile ad networks in the U.S. featured smartphone traffic data on a timely basis last week for its August Mobile Metrics report.
» 4 Comments
Sarah Palin: Chevy Camaro or Edsel?
Posted by David L. Smith on Sep 9, 3:12 PM
The lead article in this week's Ad Age was "GOP gets its red sports car," in which a brand expert opined that if Senator McCain is a Ford F-150 and Senator Obama is a Prius, Governor Palin must be a Red Camaro. That well may be. And while trying to be neutral politically (at least for this column, he says while writing about politics), the danger is that she may be a Ford Edsel.
» 24 Comments
What I Learned About Web Analytics By Watching The Olympics
Posted by David L. Smith on Aug 26, 3:24 PM
While watching the Olympics, I was struck by similariites between the scoring of the decathlon and Internet metrics. In the decathlon, everyone who ran got a score, and that score accumulates towards the gold. Announcers explained, for example, that one runner came in fifth -- but that was fine because the 100-yard dash was not something he did well on and he would make it up on other events. So, what was being presented (times in the race) was not actually the cumulative score. That's like Internet metrics, where we look at things like click-through rates, but in fact evaluate things based on ROI. So the numbers in the initial report are not necessarily going to decide the winner.
» 2 Comments
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- David L. Smith is CEO and founder of Mediasmith, an internationally recognized digital media agency with expertise in targeted media planning, execution and measurement. His Twitter address is @mediadls
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