Thursday, October 01, 2009

Advertising Metrics Must Change with Advertising Models

Marketing measurement and key marketing metrics will change dramatically over the next 5 years. A recent study on the future of advertising conducted by IBM suggests that "the next 5 years will hold more change to the advertsing world than the past 50 years." These changes wil necessitate changes in traditional marketing metrics. Impressions and reach will diminish in value as metrics while deeper individual lead relationship metrics will evolve and become more critical strategic marketing metrics. The IBM study describes this scenario:

Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

Four key drivers of this change are identified as: Attention (consumer in control), Creativity (user generated), Measurement, and Ad Inventory (increased use of emerging exchanges). How is your business set to handle this change? Will you lag or lead?


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