Advertising Industry
Industry: Email Alert RSS FeedMeasurement: 'Further than nowhere, less than somewhere'; on digital communications.(Digital)
Advertising Age, April, 2008 by Rubel, Steve
Byline: Steve Rubel
Every conversation about digital marketing invariably raises the "M word''-measurement. Everyone knows the internet is the most addressable medium. However, there is no single standard that clients and agencies can use to benchmark their programs against each other.
The industry is crying out for a standard, but don't wait around for a single number. It's not coming anytime soon. The current alternative is chaos as every agency and marketer scrambles to concoct its own recipe. Some of those-like page views and uniques-are based on outdated models.
The lack of a standard is a big problem. It's creating confusion and an aversion to spending. According to Booz Allen Hamilton, 98% of media executives say this deficiency is...
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