I-COM worldmeasurementnews

In Hong Kong, Inetasia to Launch New Full-Service Website Analytics Management Service in Hong Kong

2009-11-16T04:10:00+01:00

Hong Kong, October, 2009: Inetasia, a leading Asia-based internet consultancy, is set to offer digital marketing customers a web analytics managed service in Hong Kong. The Internet marketing consultancy is set to launch the new WMS platform in Hong Kong on November 10th, and based on the response to the official launch in Singapore are expecting strong interest.

Inetasia recently began offering its’ Webtrends Managed Service (WMs) to their multinational, corporate and government clients across Asia. They will officially launch the new service in Hong Kong on November 10th, in conjunction with a seminar on using web analytics to convert leads into customers.

Gregory Smyth, CEO of Inetasia, is expecting to see strong interest in the product at the launch. "Our existing clients have been very enthusiastic about the managed service offering ", Mr Smyth said. "They are looking for reliable business intelligence, and the Internet marketing expertise to interpret it, without having to develop the skills in-house. WMS is a great product that solves a lot of problems for managers". More...

Massive Inc., comScore Announce Breakthrough In-game Advertising Research Methodology

2009-11-15T13:07:30+01:00

REDMOND, Wash. and RESTON, Va. — Nov. 12, 2009 — For the first time ever, advertisers will now be able to see the direct impact that in-game advertisements have on consumer online behavior, thanks to a new research partnership between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and comScore, Inc. Through an innovative methodology developed by the two companies, advertisers will get an inside look at the degree to which in-game ads motivate gamers to visit Web sites, conduct brand-related search queries and engage in other online actions, something that previously had gone un-measured.

“We know from 80-plus independently verified post-campaign studies that in-game advertising increases brand engagement,” said JJ Richards, general manager of Massive Inc., the creator of a leading network for dynamic video game advertising. “But what we didn’t know was the correlation between in-game ads and consumer action. Through this partnership with comScore, we will also now be able to measure those consumer actions that result from in-game ads. We think this has the potential to literally ‘change the game’ for both advertisers and publishers who want to improve the effectiveness of their in-game ad efforts.” More...

In US, New IAB and BAIN & Company Study Poses New Organizing Model for Online Publishers

2009-11-12T18:16:55+01:00

New York, NY (November 12, 2009) — Interactive sales teams with category and relationship expertise, services that provide solutions to marketer challenges and better measurement are just some of the organizational and systemic challenges that inhibit online ad growth revealed in “Building Brands Online,” a study released today by Bain & Company, the global business consulting firm, and the Interactive Advertising Bureau (IAB). The results were presented in New York at a meeting comprised of senior marketing, advertising and media industry executives.

“Unmet marketer needs create a major opportunity for media companies to collaborate directly with marketers,” said John Frelinghuysen, a partner in Bain & Company's media practice and lead author of the study. “But few media companies currently have the capability to fill the gaps in online sales and service. Ultimately, marketers are looking for media companies to offer a true triple-play service model from direct response to awareness to high impact brand engagement,” said Frelinghuysen. “This model is the key to staving off continued price erosion of online inventory.” More...

Microsoft Sites Captures Largest Share of Time Spent Online Worldwide

2009-11-12T03:57:00+01:00

Facebook and YouTube Combined Account for Nearly 10 Percent of Time Spent Online Globally

RESTON, VA, November 6, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study of online engagement at the top worldwide properties based on data from its comScore World Metrix service. The study found that Microsoft Sites captured nearly 15 percent of time spent online worldwide in September, making it the most engaging global property, followed by Google Sites and Yahoo! Sites. Facebook.com, which continues to see significant growth on a worldwide basis, was the fourth most engaging destination with visitors spending 1.4 billion hours on the site in September, up 193 percent from the previous year. More...

The Big Measurement Challenge According To Google's Eric Schmidt

2009-11-11T10:18:31+01:00

Pat LaPointe writes for Mediapost: Schmidt feels that Google will soon crack the code of massive multivariate modeling of both online and offline marketing mix influences by incorporating "management judgment" into the models where data is lacking. This will enable advertisers to parse out the relative contribution of every element of the marketing mix to optimize both the spend level and allocation - even taking into account countless competitive and macro-environmental variables. That "everything is measurable" and, according to Schmidt, Google has mathematicians who can solve even the most thorny marketing measurement challenges. More...

In US, BuzzLogic targets audiences engaged in specific conversations

2009-11-10T15:44:14+01:00

San Francisco – BuzzLogic, a conversational media company that allows advertisers to capitalize on influential peer-to-peer discussions, today announced BuzzLogic for Media Partners, a new initiative enabling media companies to participate in BuzzLogic campaigns and capture additional revenue from advertisers looking to reach audiences engaged in specific conversations.

“IDG has established an incredible amount of trust with its audiences,” said Todd Parsons, co-founder and chief media officer at BuzzLogic. “Through partnerships with media companies such as IDG TechNetwork, we’re providing our advertisers a way to build affinity with consumers as they seek guidance on purchase decisions – from both their peers and the most trusted authors in the business.” More...

The Click Is Wagging the Dog

2009-11-09T07:31:08+01:00

Josh Chasin writes for Mediapost: I think ultimately the secret to effective display advertising is that there aren't any secrets, no shortcuts, no magic algorithms. Ultimately there are the same three things that have marked good advertising since the days of Claude Hopkins (look him up): creativity, testing, and measurement. But you have to be sure to measure the right things. Because the Internet is so immediately interactive, we tend to underestimate the communication value of messaging that doesn't immediately produce an interaction. The obvious and classical stimulus-response nature of the click is so eminently measurable, so "on the nose," that we fall into the trap of measuring it, and then stopping measurement. More...

Third-party certification a must for ad tracking transparency

2009-11-06T01:10:39+01:00

Olesya Zinovieva writes: Advertisers and publishers can feel more confident about the data provided by ad networks with third-party certification. Here's why. Technology often fails to deliver accurate reports due to discrepancies in ad measuring and tracking. To solve this problem, in 2003 a global consortium of leading bodies within the ad agency, advertiser, media and research disciplines, started the process of developing US and global guidelines for the industry. More...

EyeWonder First to Offer Ad Visibility Metrics for Rich Media and Video Ad Campaigns

2009-11-03T19:44:38+01:00

ATLANTA—NOVEMBER 2, 2009—EyeWonder, Inc., an innovator in interactive digital advertising
technologies and services, today announced the global rollout of its Ad Visibility Suite, a set of metrics designed to give advertisers and publishers in-depth analysis of the actual real time an online ad is physically within the viewable area of a browser.

Among the metrics included in the suite are total time (in seconds) an ad is physically visible to users within their browsers, average visible time (in seconds) and visible time by percentage of visible area. Beyond interaction and click-through metrics, the Ad Visibility Suite tells advertisers which parts of their ads are actually visible at any given scroll position.

“Customers get a more comprehensive view of their ad performance by seeing the exact amount of time users have ads in their browser windows and comparing that with length of engagement. We’re bringing these two pieces of the puzzle together to provide a more complete picture of what constitutes a successful online ad campaign, resulting in more meaningful measurement” said Ricky McClellen, EyeWonder’s Chief Information Officer. More....

In US, the Hispanic Market Is Set to Soar

2009-11-03T19:28:19+01:00

Adweek writes: The 2010 Census will radically alter the demographic map and the rules of engagement between Hispanic and general-market shops. Hispanic Americans continue to grow in number at a rate four times that of the general population, with the 2010 Census expected to show their total rising to nearly 50 million, from 38 million in 2000. And second-generation Hispanics are fast becoming the driver of the group's growth, with 88 percent of Hispanic children born in America, versus 61 percent of adults. More...