Is YuMe a 3.0 Network?
Wednesday, March 25th, 2009I’ve sat on my share of panels and pontificated at industry events about this and that. I’ve been doing it for years. So, it’s always interesting to listen to others pontificate. Some of it is stating the obvious, some of it is useful, much of it is just blather, in my very humble opinion. What’s the point of this diatribe you ask?
I saw a video that had snippets from a panel at a recent AlwaysOn event on Ad Networks 3.0. I did a search for what a 1.0 and 2.0 Ad Network were, but couldn’t figure it out, so I thought, let me see what a 3.0 Ad Network is. Maybe it was just because it was a snippet, but I couldn’t see the coherency behind the comments.
I found a couple of comments about clicks being a useless or poor metric for measuring intent interesting. The CEO of Brand.net said it’s unfair to use clicks as a good measure because 89% of all purchases are done offline. Being the math major wannabe that I am, coupled with being wary of any statistics, I would like to find out how many people clicking actually purchase online vs. at a true brick and mortar retail outfit. I’d guess that the percentage of people clicking on online ads probably purchase more online than the overall population.
However, I think the video is vaguely interesting in that the panelists go on to say that we need to figure out the metrics that are useful for the advertiser and client for the particular campaign that is running and report on those. Reporting on click throughs when the measure of success is not driving people to the website is a bad mistake. However, it is a mistake that is far to prevalent in this industry as a whole.
- Jayant Kadambi
