Commentary
Jon Habor On Tablet KPI
- by Karl Greenberg , Staff Writer, February 23, 2012
Jon Haber of OMD, speaking at OMMA Tablet Revolution said when it comes to metrics tablets offer new KPI's. "It really gives us new metrics in terms of how people interact," he said. "Early on we did an ad that was within an app environment, with the accelerometer being a metric: how long someone shook the ad was more important than impressions or clicks. So, with tablets you think about things differently on different screens."
He said that while there is still a heavy reliance on banners, "Apps allow you to create experiences that don't initiate from banner."
Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.
