| Media Metrics (Experiential Marketing) |
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| Tuesday, 25 March 2008 | |
[A ramble from Neal] As some of you know I entered the business of advertising "in full" with an unswerving belief in the power of compelling creative. The majority of my advertising career was spent in businesses winning awards for their creative contribution - and at times for the effectiveness of that creative work. And now - surrounded by consumer generated content and digital and experiential alternatives - it does seem that media is king - and not creative. (Let's take a moment for that shiver and chills to pass.) Some of these new media alternatives easily generate their own metric. Set-top-box data, for example, has an inherent measurement index that tracks user activity - giving the Nielsen's and TNS's of the world new vitality as well as stronger customer interest. The electronic ability to sample viewing behavior moment to moment, at set intervals, or with channel change is appealing. And easy. And then there are many of the Experiential Marketing readers of this blog with their "medium" sitting out there - in a mall, at the point of purchase, or in digital OOH signage . Their brand message is in the right place, at the right time and in front of the right audience - but without a convenient tool, accepted by practitioners as well as their clients, that grabs footprint data for them and provides solid answers about effectiveness.  Others struggling with this issue - and convinced that the brand touchpoints they create in the mall, retail outlet, bar, or c-store are highly valuable - are developing a new metric that can, I think, evolve into a new standard. The new metric will emphasize the quality of the customers (e.g., digital screen viewers or event attendees) over how many are reached by the message. Geodemographic and behavioral data bases (e.g., PRIZM, Cohorts, Experion) coupled with brand exposure delivered will help provide an estimate of customer value and support projections of purchase and trial. Sounds like good news but just when will it happen? It's happening and we know that several of us are thinking about these issues now - and for a great example that may stimulate your thinking as it has mine checkout vJive, their screen consumption metric and their results across top DMA's in India. Comments (0)
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