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/

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
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2. 3
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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.
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4. Audience: MillennialsBrand: Entertainment Technology
Sharing was low
Despite high metrics of Viewership / Reading
A client case study.
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5. audience experience
PublisherAdvertiser
Both share responsibility to create experiences that are
memorable, relevant, drive action.
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6. That responsibility can be defined by common goals: memorable,
relevant, drives action.
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7. + content creation
+ e-commerce
Though how incentives work for A + Ps is different.
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8. PublisherAdvertiser
In common : Audience Matters
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9. PublisherAdvertiser
In Common : Engagement Matters
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10. PublisherAdvertiser
In common : Action Matters
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11. Publisher Metrics that are reported.
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12. Visitors does not equal value to advertisers; engaged time does.
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13. Time on site --> Attention Metrics --> A good first step.
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14. We understand the role of technology in measurement.
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15. Sharing not properly measured.
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16. The industry needs translators - analysts, strategists,
and a data-informed creative processes.
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17. Creatives
Producers
Analysts
Strategists
Media
And as advisors, agencies integrate those learnings back into the
creative work.
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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
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19. PARTNERING WITH BRANDS & TALENT
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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
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