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In the continuing debate on measuring online advertising, Starcom says it has found a way to track not only the ad that people eventually click on but also the impressions leading up to that final click, according to AdAge (via MarketingVox).
For example, a rich-media homepage takeover - despite being the more effective unit - may incorrectly be assigned less value than a simple button farther down a cluttered page, simply because the latter was the ad the user ultimately clicked on. The new system will allow marketers to see how effective the whole online marketing mix is.
Starcom has dubbed its solution “multiple-attribution protocol” and hopes it will determine the right combination of ads to increase sales. More simply, it’s a system that can in real time monitor the mix of search and display ads responsible for a conversion.
“You’ve got to remove the search, display and web-site reporting silos,” said Mike Zeman, VP-media director at Starcom. “And you’ve got to throw out the myopic most-recent-exposure reporting approach.”
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
PC Magazine will stop publishing a print edition with its January issue. The magazine will shift operations entirely online.
The magazine will be sent via email with a link to the current edition. It will continue to look like the…
Walgreens has returned to 1 Times Square with its new 16,200-square-foot flagship store; the store flaunts signs, made up of 12 million LEDs, on its three sides.
The signs, running above and below the famous news “zipper,” will include diagonal…
Following an inability to agree with studios on payment for shows distributed online, the Screen Actors Guild has decided to pursue strike authorization from its members in a move the Alliance of Motion Pictures and Television Producers calls “bizarre.”
Should…
Brick-and-mortar retailers will be marking down prices on many items this holiday season to attract reluctant shoppers, but their holiday “price war” is a mere skirmish compared with that being waged online, writes the International Herald Tribune (via Retailer Daily).
The price-cutting…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
