January 25th, 2011 SkyHorse
In a conscient effort to help getting rid of CTR based performance measurements, I think it’s important to bring out two concepts not that familiar to online advertising professionals that are very relevant to online branding campaigns.
These concepts are the basis of any evaluation of a campaign marketing effectiveness, especially when using Behavioural Targeting and Audience Segmentation:
GRP – Gross Rating Point – Represents the proportion of users reached by a campaign from the “universe” of users (e.g. a Country total online population) and how often they were reached. In detail, GRP = Frequency x % users reached. E.g.:
- Campaign report shows avg frequency of 3
– Total UU was 15 000 000
– Total online population in the UK is 30M
GRP = 3 x 15 000 000 / 30 000 000 x 100 = 150
TRP – Target Rating Point – Represents what percentage of users reached with a campaign actually match the intended advertisers audience segment. Using the example above, if the advertiser wants to reach the “male” demographic, and the site / network delivering the campaign has a 70 male / 30 female split, then:
TRP = GRP x 70% = 150 x 0.7 = 105
August 18th, 2007 SkyHorse
It was going to happen sooner or later. After BBC’s Panorama report on the people, sites and advertisers behind some of the worst ‘user-generated’ content on the UK web space it took just a few days for the fire to spread to the marketing director’s desk and for him to call off any ads placed next to questionable content. I can imagine the 7 year old kids (that’s how young on-line media buyers start working these days, according to industry veterans) frantically searching for all the ‘bad’ pages before the journalists or competitors had the chance to find them.
They missed the BNP group page on Facebook. So, advertisers pulled out of the entire site. I remember that day, the day I opened several pages on Facebook and I managed to not have a single ad being displayed. I immediately shouted “overreaction”, to which Mr. T. who I was next to me retorted that marketing directors couldn’t care less and all they probably did was pick up the phone and hail “STOP” out loud. That’s how it works in media, reaction reaction reaction.
But I don’t think online media is the same as regular media. A web page is not an outdoor, in the sense that it does not exist per se, it is only ‘created’ when someone visits it. When you say ‘RBS ads were seen on the BNP page on Facebook’ its not like someone happened to walk nearby and saw that ad next to BNP supporting material. What you really mean is ‘someone opened the BNP group page on Facebook and they got an RBS ad at the same time’. The small difference is that someone went to that page, on purpose. We could criticize the BNP itself, or defend it, but that is not the point here, as it seems to be in the general discussion about this topic. The point is RBS was advertising a service, not to benefit the BNP financially (no one gets financial gains from the advertising on Facebook but Facebook themselves, at least for now) but to reach an audience that could be -or not- supportive of that political viewpoint. Is this wrong? I don’t think so. To me it is analogous to putting up an outdoor near a community that support the BNP: would you even think twice about it? Since the ads do not benefit the political group but only Facebook I honestly don’t know what the whole fuss is about. But maybe that’s because I’m a techie…
, online media
, Web Design
July 24th, 2007 SkyHorse
Zonbu is what I call a YAW2.0C (yet another web 2.0 company).
Take a product (computer), hype it up a bit with new-age marketing bullshit (“low carbon footprint”, “silent”, “under $99″) and sell it not as a product but as a service ($12 a month). There you go, your KDE-based linux mini-box with 4gb flash-drive and a lot of usb connectors. Oh and don’t forget the eye-candy website and a funny name that reminds people of Star Wars characters.
Funny they never mention the lack of monitor, keyboard or mouse, but hey that would be so 1.0…
January 26th, 2007 SkyHorse
Panama, Yahooâ€™s new advertising platform, and its super abilities, is not the only online advertising technology that is going to be making waves in 2007.
wunderLOOP, a Luxembourg-based behavioral advertising and content targeting company, is about to announce a big round of funding that would allow the company to expand and take on its bigger rivals.
, Web Design
October 4th, 2006 SkyHorse
This has to be the most disgusting marketing strategy since the dawn of forehead tattoos:
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