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Better Metrics - More Ad Spend

Posted on 3.11.2007
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Online ad spending reached a record $16.8 billion in 2006, according to an estimate from the Interactive Advertising Bureau - a 34 percent increase from 2005. But that number could have been higher. According to a new study by the Audit Bureau of Circulations (ABC) and NSON Opinion Research, online planners and buyers would be willing to spend much more if there were more reliable metrics.

Two-thirds of the respondents are not confident that their ad impressions are accurately measured. Three-quarters said they would be more likely to advertise on websites and search engines if those venues were independently audited. Half of respondents said they would increase their ad budgets for blogs, online video, podcasts and mobile if those sites offered reliable third-party metrics.

"Just as publishers and print advertisers require accuracy and credibility in traditional media information, we're seeing increased demand for transparency and accountability online," said Michael Lavery, ABC president and managing director. "Publishers and marketers need to work on getting accurate, credible data to support a medium rich with potential."

While current website metric information is available, it's often viewed as a very rough estimate and unreliable. There are plenty of sites offering metrics but just as many variations between what each site reports for the same site analysis. Still, it's a good idea to offer your potential advertisers some form of metrics for your own site. The ABC study found that younger marketing professionals (under 25) said they trust current website metrics information (75%). Those older than 55 weren't so trusting, with just 22 percent believing in the current metrics. Hopefully, the younger marketing professionals are making advertising decisions for your site.

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