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.
This year has been a roller coaster for those of us in the Web 2.0 space. The long hours worked in the earlier part of the year gave way to a lot of momentum in social media over the summer, only to be sobered by the impact of the financial markets come fall. So where have we come and where are we going?
At the Interactive Advertising Bureau's Audience Measurement Leadership Forum this past Monday, its Audience Measurement Reach Guidelines document was released for public comment. This document, over 18 months in the making and a joint initiative between the IAB and the Media Research Council, goes a long way in helping sort out the differences in methods different sources use to count and report on Internet audiences.
If the current economy is encouraging you to think about shifting resources from traditional media to digital alternatives in search of cost effectiveness and overall efficiency, beware: nearly EVERYONE ELSE HAS THE SAME IDEA
Anyone who has spent any time doing Web analytics knows that you get a lot of requests for analysis. The bigger the company and the more seriously they take analytics, the more requests you will get. And the requests will range all over the map -- from simple data pulls to dashboarding/reporting requests to comprehensive analytics projects to statistical modeling to pretty much everything under the sun, whatever people consider "analytics."
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 ...
I mentioned Twitter the other night at a dinner party I hosted -- and the facial responses around the table gave me a good laugh. The marketers and technologists all perked up with interest and delight, while the lobbyists and lawyers tried to hide their disapproving looks. But regardless of what folks think of Twitter, or if they use it, the micro-blogging service is having a direct impact on traffic to Web sites and the reputations of companies.
Many of us in the digital space are hoping that we are somewhat insulated from the broader economic malaise. For example, while Internet advertising growth may slow in 2009, digital media is still the place where the grass is greener. (Just ask the newspaper publishers and radio broadcasters. ) But the extent to which the Internet has gone mainstream--and Main Street--means that it is inevitable that the effects of an economic slowdown will be felt online. One place where we're seeing that slowdown already is in eCommerce.
The single most frequently asked question I get about Web analytics is, "Where do I get started?" It's a fair question and one I am always happy to hear. It means more people are becoming interested in improving their online results and giving their customers a better online experience.
ComScore announced Monday some new proof on the efficacy of view-through as a key performance indicator for Web advertising.