Sunday Dinner IWNY 2014 Measuring It

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The gap between what advertisers and publishers measure and what matters to the people they're trying to reach. BACKGROUND
If you have time to do some further reading on the tension we're trying to unpack on May 19th, or just want to get your creative ideas flowing, here are three good starting points that won't take more than 10 minutes to read:

What You Think You Know About the Web Is Wrong [Tony Haile, Chartbeat]
http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

What Uniques And Pageviews Leave Out (And Why We’re Measuring Attention Minutes Instead) [Upworthy]
http://blog.upworthy.com/post/75795679502/what-uniques-and-pageviews-leave-out-and-why-were

In defense of ‘vanity’ metrics: why page views are still important [Raju Narisetti, NewsCorp]
http://www.poynter.org/latest-news/top-stories/244136/in-defense-of-vanity-metrics-why-page-views-are-still-important/

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Sunday Dinner IWNY 2014 Measuring It

  1. 1. PARTNERING WITH BRANDS & TALENT 3 Measuring It A N A D V I S O R ’ S P E R S P E C T I V E O N W H A T M A T T E R S T O A D V E R T I S E R S I W N Y M A Y 1 9 , 2 0 1 4 Monday, May 19, 14
  2. 2. 3 Monday, May 19, 14
  3. 3. * C M O C O U N C I L S U R V E Y , 2 0 1 3 Advertisers, publishers (& businesses) share the same problem: Engagement. Monday, May 19, 14
  4. 4. Audience: MillennialsBrand: Entertainment Technology Sharing was low Despite high metrics of Viewership / Reading A client case study. Monday, May 19, 14
  5. 5. audience experience PublisherAdvertiser Both share responsibility to create experiences that are memorable, relevant, drive action. Monday, May 19, 14
  6. 6. That responsibility can be defined by common goals: memorable, relevant, drives action. Monday, May 19, 14
  7. 7. + content creation + e-commerce Though how incentives work for A + Ps is different. Monday, May 19, 14
  8. 8. PublisherAdvertiser In common : Audience Matters Monday, May 19, 14
  9. 9. PublisherAdvertiser In Common : Engagement Matters Monday, May 19, 14
  10. 10. PublisherAdvertiser In common : Action Matters Monday, May 19, 14
  11. 11. Publisher Metrics that are reported. Monday, May 19, 14
  12. 12. Visitors does not equal value to advertisers; engaged time does. Monday, May 19, 14
  13. 13. Time on site --> Attention Metrics --> A good first step. Monday, May 19, 14
  14. 14. We understand the role of technology in measurement. Monday, May 19, 14
  15. 15. Sharing not properly measured. Monday, May 19, 14
  16. 16. The industry needs translators - analysts, strategists, and a data-informed creative processes. Monday, May 19, 14
  17. 17. Creatives Producers Analysts Strategists Media And as advisors, agencies integrate those learnings back into the creative work. Monday, May 19, 14
  18. 18. 3 What and how the audience (and consumer) remembers matters. Corollary 1: Who the audience is matters. Measure by segments of both the publication and the advertiser. Corollary 2: Engagement equals value. Increased recall impacts brand of both the publication and the advertiser. Corollary 3: Action taken matters. Measure fully (dark social) and measure the endpoint. Corollary 4. We rely on the same technology and data as publishers. Give us access. Corollary 5: We need people with skills to read the data mosaic. Summary Monday, May 19, 14
  19. 19. PARTNERING WITH BRANDS & TALENT 3 Let’s talk. C O N T A C T : B E C K Y @ S U N D A Y D I N N E R . C O M @ G N O S T I C A W W W . L I N K E D I N . C O M / I N / G N O S T I C A Monday, May 19, 14

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