Which metrics are good enough for downloadable media?
Earlier this month, Duncan Perry (Treedia Labs), Risto Koski (Nokia), and myself (Podtrac) gave a presentation and panel discussion on behalf of the ADM at the “International Conference on Online Media Measurement” in Barcelona, (http://www.i-com.org). The presentation and panel was well received and we encouraged all interested attendees to join the ADM.
Several different associations and leaders in other online media from many parts of the world presented as well. From the IAB, to international mobile providers, to IPTV platforms, to gaming platforms, many companies and groups of companies are trying to solve for how to package themselves in a meaningful way to advertisers, and how to assess and describe the value they are delivering.
Agencies in turn are struggling to understand the unique dynamics of each ad media silo, make needed judgments about which media and metrics may be better for certain targets and objectives, make comparisons between old and new media, and then somehow bring it all together in a strategy that makes sense for their clients. It’s a daunting task when considering the number of media silos, the variety of metrics, the amount of data, and the number of potential media partners in any one media silo.
