Tag Archives: google analytics

Google killed the TV star?

What if Google invested in eye tracking technology free on every TV?

They could do it in partnership with TV manufacturers, and under the auspices of measuring smart TV (read YouTube viewing on TV).

How quickly would this disrupt the TV advertising industry by exposing the TV GRP. People just aren’t watching commercials, we would conclusively discover.

The clear winner in the budget switch that ensues, must surely be Digital channels. And Google the biggest beneficiary.

Now we’re no Google fans here at DIA, mainly because of the conflicting positions they take in the industry on buying, selling, delivery and measurement – yes that’s right, if you use DoubleClick or Google Analytics you trust the same people who deliver your advertising to tell you whether it works or not. Similar conflict for publishers and marketers. But Google has to be admired for the work they have done in simplifying and driving our industry forward.

Investing in a system that could bring down TV might just be the simplest and smartest move it could ever make. And the best for our industry.

Could Google kill the TV star?

Digital Benchmarking and Measurement

“How much should we be paying per like on Facebook?” or “What is a good CTR for a display campaign?” are questions that will be familiar to anyone working in Digital. Benchmarks are a constant topic of discussion, and it’s only natural that we want to understand whether we are doing better or worse than everyone else.

It is not easy to find Asia specific benchmarks, but this post is a fairly comprehensive list of all the resources available. Where there are no local benchmarks, more general industry specific or global benchmarks can still help us understand performance, so we have included the best of these. Continue reading Digital Benchmarking and Measurement