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Ad buyers, sellers seek new ways to measure social-media consumption
24 March 2009
AdWeek
As marketers continue to grapple with how to best make use of social media, moves are afoot to change the way success and failure are measured. And as the point of advertising in these venues is to engage users, the current dominant forms of measurement, based on clicks and impressions, fall short.
This has led a coterie of ad sellers and buyers to try new measurement and pricing methods for ads in environments much different than the typical content sites of the first wave of the Internet. Instead of looking at ad impressions, they are putting more weight on time spent with a brand, downloads of applications and their spread, and user-initiated views of videos.
Read the full story in AdWeek
Posted on Mar 25, 2009 - 04:27 AM
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