January 24th, 2008 | Published in Google DoubleClick
For the past two days, I've been the chairperson of the Strategy Institute's Digital Media Measurement and Pricing Summit. Throughout the event it was clear that measurement challenges go hand-in-hand with the increasing number of digital advertising opportunities today. In the 16 sessions of the conference, we covered topics including user generated content, social networking, paid search, in-game advertising, mobile campaigns, three types of widgets, digital signage, in-stream advertising, in-banner video, rich media advertising, podcast advertising and more.
This fragmentation is hitting agencies and marketers, which accounted for about 80% of attendees, the hardest. Their challenge is setting the right media mix across digital and traditional media. One comment on the marketing mix that really stood out is that one marketer was asked to provide a single line of pricing and measurement data to represent all their digital advertising initiatives for the company's media mix modeling analysis. The reality is that 10 or 20 lines of digital advertising data could be used.
I've noticed at the event, and day-to-day in my role at DoubleClick, that agencies and advertisers are very aware that one form of media affects the other. One attendee shared that they noticed a decrease in search results when they lowered their display spending. We do quite a bit of work in our research department to provide clients with insight into the correlation between search and display. We've also built advanced reports into DART to provide insight on topics like these. For example, our Exposure to Conversion report shows how media exposures beyond the last click or impression affect conversions. We're hoping to share some of this work at future events such as this one.