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<atom:link href="http://adage.com/article/digital/branding-interactive-spending/238004/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Branding and Interactive Spending: Are We There Yet?]]></title>
<link>http://adage.com/article/digital/branding-interactive-spending/238004/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[ Figuring out how branding works in an interactive world is important, especially as all media morph into interactive and on-demand formats.]]></description>
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<title><![CDATA[By: ]]></title>
<link>http://adage.com/article/digital/branding-interactive-spending/238004/#comments-106062</link>
<description><![CDATA[The challenge is how to Optimize Branding online media spending. 
The auditing tools at han today are not fulfilling their purpose. Eyetracking studies show that over 30% of all in screen impressions are never seen. Click through rates are rapidly decreasing and have never been a suitable metric to evaluate branding campaigns.

There is no simple proxy for visibility! There does not need to be, we can measure it directly. EyeTrackShop identifies where people look...for how long they look...and in what order they look!

realCPM solves the online ad market&#039;s number one pain...not knowing where or when the ads are seen. realCPM is a new solution that is changing the way Online Display Ads are being: Planned, Placed, Negotiated, and Audited. 

Users are recruited live directly from the website and from global online panels...their gaze is tracked through their webcam equipped compter...and the results are saved in a cloud database!

Krister Karjalainen, Head of Digital, Proctor &amp; Gamble has this to say about the realCPM:

&quot;Measuring online ad effectiveness is increasingly hard. The traditional tools are not giving enough guidance. 
Applying the realCPM to all our digital campaigns is helping us to evaluate and optimizing our marketing investments in a rapidly changing environment.&rdquo;

Now branding dollars can quantify their investment and pay for what is seen, not served or in screen. 
realCPM.com]]></description>
<pubDate>Mon, 29 Oct 2012 19:20 EDT</pubDate>
<author></author>
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<title><![CDATA[By: rex]]></title>
<link>http://adage.com/article/digital/branding-interactive-spending/238004/#comments-106057</link>
<description><![CDATA[Well articulated. 

It makes the case for more use of Advanced Attribution ROI Modeling (not simply post click) to get to the &quot;calculus&quot; Kawaja describes. But here is the thing... that branding ROI calculus has been around&hellip; The first branding study was 1996, (NYT ARTICLE). Of course, that only measured &quot;purchase intent&quot; so we enhanced the research to connect online advertising to offline sales. By 2004, we had connected online advertising to offline sales for P&amp;G, Unilever, J&amp;J, Nestle. We then went to other industries, Auto, QSR, Movies, etc. By 2006, Marketing Evolution was able to track the influence of advertising, even when someone had bought directly after visiting a search engine... for 1800 Flowers, we found that half the sales occurring on search were in fact caused by other forms of advertising -- such as online banners that were NOT clicked on. 

So here is my puzzle... Why aren&#039;t marketers faster to grasp the full value of digital? Yes, all this previous research has accelerated marketers embrace of the branding value of online, and spending has followed, but it Kathryn &amp; Evan make a compelling case that markers are still underspending compared to brand value. 

Why is the simple measure of click through still king, even though more sophisticated analytics exists (and, given the size of large marketers&#039; budgets, fairly priced)? 

Is it that marketers don&#039;t know about the ROI Research? Or, is there something to the H. L. Mencken Quote, &quot;For every complex problem there is an answer that is clear, simple, and wrong.&quot; How do we get marketers to embrace advanced attribution modeling over simple click and last click? Seems that this shift is necessary to achieve increases in brand spending.]]></description>
<pubDate>Mon, 29 Oct 2012 13:55 EDT</pubDate>
<author>rex</author>
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<title><![CDATA[By: ]]></title>
<link>http://adage.com/article/digital/branding-interactive-spending/238004/#comments-106045</link>
<description><![CDATA[Wow, Awesome this is perfect sutff :)]]></description>
<pubDate>Mon, 29 Oct 2012 05:01 EDT</pubDate>
<author></author>
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<title><![CDATA[By: ]]></title>
<link>http://adage.com/article/digital/branding-interactive-spending/238004/#comments-106044</link>
<description><![CDATA[Wow, Awesome this is perfect sutff :)
[img]http://i1069.photobucket.com/albums/u476/marry38382/xray.jpg[/img]]]></description>
<pubDate>Mon, 29 Oct 2012 05:00 EDT</pubDate>
<author></author>
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