medición de medios online
DESCRIPTION
Presentación sobre medición de medios online presentada por Ernesto González durante la primera actividad de capacitación del IAB Puerto Rico. La actividad se llevó a cabo el 26 de febrero de 2010.TRANSCRIPT
Ernesto GonzálezPresident and Founder
GTA Marketing Agency / IAB Caribbean
How to Measure Online Media
TV - GRP
Press - CirculationOutdoors - Traffic
Radio - Coverage
Today Offline Media
Mediafax, Nielsen - Data
Pre and Post Campaign Research
Online / Interactive Media is...Data Data Data
It is about data, data in ways we have never before fathomed. The future of advertising is not about social, not about viral videos,
not about mobile, not about any new medium or any new ad unit -- but about data.
Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue -- or the
creators of a new Avenue of media.
Death Of The Impression/Rise Of The Data Economy by Michael D. Andrew, Friday, February 19, 2010, 10:45 AM
Web Analytics
Web Analytics is the measurement, collection, analysis and reporting of Internet
data for purposes of understanding and optimizing web usage.
Back-End Technologies
IP = Logfile Analysis
Cookies = Page Tagging
Panels = A group of users who have monitoring software
What can we measure online?
Websites
Ads - IMU
Rich Media Ads
Email Marketing
Search Engine Marketing- SEM
What can we measure online?
Digital Video Ads
Blogs and Social Networks (Facebook, YouTube, etc.)
Mobile
IP TV
Online Gaming
Basic Terms and Definitions
VisitorsUnique Visitors
Page ViewsCTR
Impressions Visits
Basic Terms and Definitions
Visit Duration
Return Visitor
Landing Page
Exit Page
CPC Traffic
Organic Traffic
But what do we want to measure?
Need to understand the objectives of your campaign.
Online Brand Awareness / Traffic to a landing page or Website / Online Sales
Or all of the above?
Some Analytics and Measurement Tools
QuantcastCertifica
ComScoreGoogle Analytics
Omniture WebtrendsDoubleclick
Cpanel Analytics- IP logsMailtrack- Email Marketing
PoomprAlexa
Internal Company ToolsOther..
How many today measure offline with online?
Radio, TV, Press, Bill Board vs. Internet visits= Leads
Is all about integration of all media
Is this is right--- Why not just use online marketingto promote a website?
Analytics Integration
Online video advertising offers interactivity and engagement that far exceeds television. An Internet
GRP calculation could include an “interactivity factor”. Some of ad formats allow users to interact for a more
engrossing experience.
For example, a user can mouse over an overlay ad, download a brochure or enter a zip code.
This level of interactivity and interest is prized by the advertiser.
The future is now?How all this will be?
The first preview of how this looks can be found in Google.
Google also hints at what the future of publishing might look like. While Google is a search engine, it is also a publisher: one whose content
is search engine results. In that sense, Google might be the most highly monetized publisher on the planet.
See FUTURE NOW: http://www.google.com/adwords/tvads/index-c.html
References
www.iab.net
www.webanalyticsassociation.org
http://i-com.typepad.com/worldmeasurementnews/
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122794
www.certifica.com
www.nielsen.com
www.comscore.com
www.wikipedia.org