Moving Away From Clicks
As we've all read in the trades over the last few weeks, viewable impression measures are all the rage. Finally, companies are beginning to seek standard metrics that matter for brands. Over the years there have been a few rogue companies that have dedicated time, resources, and analysis to wooing the brand buyer, but most have taken the easy route, ultimately satisfying only the direct-response buyer. I was fortunate in my career to work at two of those brand-focused companies, Unicast and Tacoda, where we led with brand-specific stories, published brand studies, and promoted pure brand building programs to marketers. There were others that were quite successful in this area; Yahoo, ESPN, and Turner come to mind.
The lack of industry brand focus has resulted in a race to the bottom, where it has had a trickle-down impact on everyone from the agency to networks to publishers. In the past, the "almighty" click-through has ruled the roost and driven everyone to the ...