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Yahoo! News, July 22, 2010 — The Old Spice campaign is definitely generating a lot of buzz, but that isn't turning into sales. This is a common marketing effectiveness challenge - to understand what truly drives purchase among your target audience.
MediaPost Publications, March 2, 2010 — Omniture and Facebook will announce a deal Wednesday that turns the social network into an online marketing channel, complete with technology tools, audience segments and best practices.
Initially, the two companies will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement. The partnership builds on Facebook analytic features the companies announced last year to help marketers join the conversation, rather than interrupt the experience.
Advertising Age, December 15, 2009 — Media departments are no place for guessing. With millions — even tens or hundreds of millions — of dollars at stake, clients want hard data showing that their budgets are being well spent.
And yet for too long, media executives have been forced to rely on indirect information to judge a campaign's post-buy effectiveness.
MediaPost Publications, October 2, 2009 — It's time for online marketers to forgo click-through rates for a better measure of success, according to new data from comScore in conjunction with media agency Starcom USA and behavioral targeting firm Tacoda.
Indeed, the number of people who click on display ads in a month has fallen, from 32% of Web users in July 2007 to only 16% in March 2009. Worse still, an even smaller core of consumers — representing just 8% of the Internet user base — accounts for the vast majority, or 85%, of all clicks.
"Marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don't click on an ad," said Linda Anderson, comScore VP of marketing solutions and author of the... continue reading
MediaPost Publications, September 29, 2009 — The Nielsen Company has been selected by UKOM, the UK Online Measurement body, as its official partner in creating the country's first online campaign planning tool.
Set to launch in January 2010, the UKOM Audience Planning System (APS) powered by Nielsen is intended to provide advertisers and agencies with the online reach and frequency metrics needed for media planning and buying.
Wall Street Journal, September 22, 2009 — Facebook Inc. plans to announce a deal with online measurement company Nielsen Co., in a step to address advertisers' frustration with measuring how ads perform on the social network.Under the partnership, Facebook will begin polling its users about some of the display ads it runs on its site, such as a banner promoting a movie release.
Facebook will provide that data, including responses from those who didn't see an ad, to Nielsen, which will package it for advertisers, say the companies.
MediaPost Publications, September 21, 2009 — Omniture and comScore plan to unveil a partnership Monday that creates a service giving the online advertising industry a more comprehensive view of data to measure performance and digital audiences. The agreement combines Web site analytics data with audience measurement data, respectively, to provide advertisers and publishers with a unified measurement tool.
eMarketer, September 16, 2009 — The economic downturn is causing most marketers to decrease media spending budgets, and the remaining expenditures are shifting further toward digital, according to a Q2 2009 survey by Round2.
Advertising Age, September 14, 2009 — The media and marketing business desperately needs a cross-platform measurement tool, and a gang of major players got together last week and let it be known that they're going to get one — with or without Nielsen, the longtime leader in tracking TV.
MediaPost Publications, September 10, 2009 — Companies have stepped up their emphasis and focus on marketing accountability practices, according to a new survey by the Association of National Advertisers and Synovate's Marketing Management Analytics.
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