I was invited for a presentation today at Zenith Optimedia Belgium. I tried hard but it was impossible to launch my Dell laptop… I had nothing but a blue screen and no print-out of the presentation I was intending to make. Some kind of poltergeist probably cause since I’m back at the office, my PC is working properly.
I presented anyway… and explained to the planners the story and the outcome so far of the digital marketing FAQ. I focused on the first 4 questions:
How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?
Is online advertising making sense without a decent website?
Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?
How can impressions be compared to television GRPs?
For the fourth question, I’m happy that Steven was the first to shoot since it’s not my favourite question.
GRP versus impressions: Both of these metrics express the advertising weight. GRPs could be used for online campaigns but the comparison is made difficult by:
– A different relation with time: there are no time schedules in online
– The fact that online is bought with a share of volume (SOV): Most campaigns are planned with a SOV between 15 and 30%
– Different ways to measure audience
– The variety of internet formats
But the question of GRP versus impressions aims to compare the impact of online advertising and the impact of TV advertising. If you compare what’s comparable, it seems that a TV spot works better online but what about the other formats? and what’s the point to compare impressions and GRPs?
What the advertisers and the agencies really want to know is how to make an impactful online campaign… and that’s the Achilles’ heel of the online advertising: there is no clear set of rules. Carat proposed a “Morgenzstern beta” (measuring the power of advertising per media) for online but it’s only based on a 2001 campaign, Doubleclick made some great research on best practice to maximize impact. Both show very positive results. Unfortunatly, none of those are regarded as market norms.
Even if there is plenty of data advocating the power of online advertising, the web doesn’t comply with norms very well by nature and because of its youth.
There’s a lot to say about those issues… Have a look a “the devil & online advertising” that proposes a great summary about our (online media owners) lack of maturity.
But internet is the media of permanent and (almost) real time optimization. It allows the advertiser to draw conclusions out of each action and develop a tailor made best practice and I believe that’s a major argumentation to advocate our beloved medium.