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Measurement

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Yet Another New Online Measurement

Google recently announced that they were instituting a “new” metric called “Viewable Impressions” and “Online GRPs”, designed to allow ad buyers to credit only the impressions that are visible to an end user. A lot of people hailed these new metrics, and they quickly gained traction among a lot of brand advertisers.  We also think [...]

New TV Measurements

Measuring the effectiveness of media, and all marketing, campaigns has over the past few years become the main priority of chief marketing officers.  Being able to report that a particular program generated a positive ROI has much more impact than saying, “Our sales gone up since our marketing program started, but we’re not sure which [...]

The Future of Television (Part 2)

Last summer we wrote a post about “Exciting News in the World of Television Advertising” and commented on how television advertising will constantly be changing as we move into the future. A few days ago, three totally separate articles about television caught our eye and made us want to revisit the Future of Television Media. [...]

Do You Have (or Need) Klout?

Are you using Klout?  Based on the profiles of our readership, we suspect that many of you actually aren’t.  The question is – is that a good thing, or a bad thing?  The jury is still out on this question. Firstly, what exactly is “Klout?”  According to their website, The Klout Score measures influence based [...]

"Advanced" Online Audience Buying?

A few months ago, we wrote about the so-called “new” online measurement from Nielsen, which is really just the same old Target Rating Points that “traditional” planners have been using for decades. While planning and buying using TRPs is an important step in helping planners be able to combine and compare ratings across online and [...]

The New Online Measurement

Remember almost a year ago when Nielsen announced that they would be unveiling a new online advertising measurement?  This “new” measurement is none other than GRPs (or really, the more accurate “TRPS”, aka “Target Rating Points”), which have been used by media planners for decades to measure pretty much every other media format except online [...]

Mobile Marketing Insights

  We had a completely different blog post scheduled for this week, but we changed our minds after attending a breakfast seminar on mobile marketing hosted by thinkLA last Thursday morning.  The purpose of the seminar was discuss the current state of mobile marketing, and highlight some case studies of advertisers and agencies that are [...]

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