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