Medición de Medios Online
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Medición de Medios Online

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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 ...

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.

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  • Si deseas mas informacion sobre este tema, la IAB pronto organizara un taller de todo un dia sobre medicion online de campanas y website.

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Medición de Medios Online Medición de Medios Online Presentation Transcript

  • How to Measure Online Media Ernesto González President and Founder GTA Marketing Agency / IAB Caribbean
  • Today Offline Media TV - GRP Radio - Coverage Press - Circulation Outdoors - Traffic 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 Visitors Unique Visitors Page Views CTR 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 Quantcast Certifica ComScore Google Analytics Omniture Webtrends Doubleclick Cpanel Analytics- IP logs Mailtrack- Email Marketing Poompr Alexa Internal Company Tools Other..
  • How many today measure offline with online? Radio, TV, Press, Bill Board vs. Internet visits = Leads Is this is right--- Why not just use online marketing to promote a website? Is all about integration of all media
  • 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