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In the world of traditional media, there are established outlets (billion dollar
industries in fact) which help you audit the various communication formats
you've invested in advertising your product through. For
example, the Audit Bureau of Circulations
for print, Arbitron for radio
ratings, and
Nielsen for TV research.
When it comes to auditing online media there are considerably more challenges.
When it comes to discovery and planning regarding where marketers and online
media buyers put their online dollars, where are you going to go? Purchasing ad space from small, niche
websites is akin to gambling - the odds are not in your favor; and you don't
know really what you're going to get in return.
| Unless you have a sizable budget and can employ an ad network to do your media
buying on a bulk level for you, most website owners don't really have a lot of
options - or do they? The challenge is not in finding companies which fit within
an enterprises marketing objectives (and within your budget) but also monitoring
the status of sites to ensure they are producing the traffic or exposure to your
site or brand respectively. Here are two great sites we use frequently to monitor the popularity of sites
and on which we make media buy recommendations:
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