Comments on: The 3% Solution http://blog.jimnovo.com/2007/06/12/media-measurement/ Moving from a Low Accountability to a High Accountability Business Model Mon, 13 Oct 2008 11:50:18 +0000 http://wordpress.org/?v=2.5.1 By: Ron Shevlin http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2421 Ron Shevlin Thu, 14 Jun 2007 16:42:10 +0000 http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2421 I've been reading this site for 6 months, and this is the best post yet -- best out of many great ones. It gets my blood pressure going, too, wanting to rail out against the brand bozos. A number of the firms I work with are moving towards a net measurement approach to evaluate the effectiveness of their direct mail efforts. Which, not suprisingly, tends to depress overall results, and leads some (mostly the BBs) to conclude that they should cut back on mail volume. Where's the "net measurement" movement in the branding arena? Enough of this GRaP crap. At what point do we conclude that everyone we care to have know about us already knows about us? And that spending, say, $1 million to have Apple iPod banners hanging ALL OVER South Station in Boston (not making that up) just doesn't move the needle? I’ve been reading this site for 6 months, and this is the best post yet — best out of many great ones.

It gets my blood pressure going, too, wanting to rail out against the brand bozos.

A number of the firms I work with are moving towards a net measurement approach to evaluate the effectiveness of their direct mail efforts. Which, not suprisingly, tends to depress overall results, and leads some (mostly the BBs) to conclude that they should cut back on mail volume.

Where’s the “net measurement” movement in the branding arena? Enough of this GRaP crap. At what point do we conclude that everyone we care to have know about us already knows about us? And that spending, say, $1 million to have Apple iPod banners hanging ALL OVER South Station in Boston (not making that up) just doesn’t move the needle?

]]> By: Jim Novo http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2420 Jim Novo Thu, 14 Jun 2007 16:14:07 +0000 http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2420 Agreed, my friend. I think of Banners as a "bridge" media - they can't economically create media weight by themselves, but they can take awareness created by mass media and drive "pre-disposed" visitors to interact / engage. Since you have the modeling skills (<a href="http://blog.jimnovo.com/2007/06/08/banners-brand/#comment-2256" target="_blank">and so does John</a>), perhaps the following idea would be helpful in discovering some tangible evidence supporting this theory. Let's say you have a marketing mix model that includes online display advertising, and found there were some positive effects attributable to that online advertising, but the weight in the model was insignificant. If you remodeled the scenario based <strong>not on the display advertising itself</strong>, but interaction / engagement variables from the web site the ads were pointed to, you would find the online component drives a much more significant effect on the outcome - either positive <strong>or</strong> negative, depending on the execution at the web site. Does this make any sense to you? Significant web site variables would likely be tied to the mission of the mass media, but for this to work the Display ads would also have to reflect the same mass media message. For example, spending time on a page that detailed the benefits of the product that were teased or hinted at in the mass media, requesting more information on a question posed in the mass media, posting a comment about a product feature promoted in the mass media.  The Display ads would have to "prompt" this same message for maximum impact on the mix. Any way to solve for or look for these web site effects using existing data from a campaign? Agreed, my friend. I think of Banners as a “bridge” media - they can’t economically create media weight by themselves, but they can take awareness created by mass media and drive “pre-disposed” visitors to interact / engage.

Since you have the modeling skills (and so does John), perhaps the following idea would be helpful in discovering some tangible evidence supporting this theory.

Let’s say you have a marketing mix model that includes online display advertising, and found there were some positive effects attributable to that online advertising, but the weight in the model was insignificant. If you remodeled the scenario based not on the display advertising itself, but interaction / engagement variables from the web site the ads were pointed to, you would find the online component drives a much more significant effect on the outcome - either positive or negative, depending on the execution at the web site.

Does this make any sense to you?

Significant web site variables would likely be tied to the mission of the mass media, but for this to work the Display ads would also have to reflect the same mass media message. For example, spending time on a page that detailed the benefits of the product that were teased or hinted at in the mass media, requesting more information on a question posed in the mass media, posting a comment about a product feature promoted in the mass media.  The Display ads would have to “prompt” this same message for maximum impact on the mix.

Any way to solve for or look for these web site effects using existing data from a campaign?

]]> By: Adelino de Almeida http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2401 Adelino de Almeida Thu, 14 Jun 2007 04:09:22 +0000 http://blog.jimnovo.com/2007/06/12/media-measurement/#comment-2401 This is a particularly good point, Jim, the fact that a banner is in a page that receives 10,000 hits per hour does not mean that we should expect it to perform better than if it were placed on a page the receives 100 times less hits. Banners are not the mass medium that they are portrayed as being, they are something between mass and direct... they are a new animal altogether and, as you indicate, we most likely need a new measure of their reach. ... what a great idea for a post on my blog... hmmmm This is a particularly good point, Jim, the fact that a banner is in a page that receives 10,000 hits per hour does not mean that we should expect it to perform better than if it were placed on a page the receives 100 times less hits. Banners are not the mass medium that they are portrayed as being, they are something between mass and direct… they are a new animal altogether and, as you indicate, we most likely need a new measure of their reach.
… what a great idea for a post on my blog… hmmmm

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