It must have been at least 25 years ago that we were asked to estimate that site’s reach, not just the traffic past the site over time, but to include the number of times it had featured on postcards, in scenes in movies, on tourist maps, in books and articles. Coke had for decades bought the famous illuminated roundel site on Piccadilly Circus. I worked for many years on the Coca-Cola account. Podcast: Attention measurement is ‘once-in-a-lifetime chance to make a killing’ Most of these are, from a measurement perspective, routinely ignored. Things like in-store displays, delivery vehicles, shop-fronts, events, influencers, word-of-mouth. It’s all “advertising.”īut most measurement conversations ignore those communication channels the industry doesn’t consider to be “advertising.” To many consumers, “advertising” means any brand communication. It’s taken a new measurement business, Amplified Intelligence to demonstrate that just maybe reach isn’t what people think it is. At best we’re measuring the opportunity to see an ad, whilst in the USA we don’t even get that close given the focus is on measuring the viewing to the programme and not the ad. The percentage of people seeing an ad, right? Except that isn’t what’s measured. Or, at any rate, ad revenue.īut why? If a large proportion of clicks are fake, why do advertisers persist in believing the metric means anything?
Why run fake, sensationalist headlines? Why the listicles? Because of the number of clicks. Ask any editor (except this one, of course). Bots click people click by mistake fingers slip the layout of the page is designed to entrap you into clicking on the wrong thing. If someone clicks on something that surely suggests they’re interested in the thing they’ve clicked they’ve considered it, decided they want to know more about it, so they’ve clicked.Įxcept we all know there is more to it. The media and advertising world is measuring the wrong things.Īnd, we may be measuring some of the right things whilst fooling ourselves that what we’re measuring means something it doesn’t.
Opinion Measurement myths keep persisting for no good reason other than ‘because we’ve always done it this way’.
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