Digital Audience Measurement

Digital audience measurement measures the audience for online content. The norms here differ greatly from those that are applicable for TV and radio.

The fundamental construct in any audience measure is what constitutes media consumption. In the case of digital audience measurement this construct is call a “view”, which is defined as at least 50% of pixels seen for a specified period of time (usually 1 second or 2 consecutive seconds). This definition is IAB/MRC (Interactive Advertising Bureau in conjunction with Media Rating Council) compliant.

An important requirement is that only human audience is to be measured, which means that the measurement service must exclude web crawlers or bots and fake impressions, and monitor the incidence of ad stacking or stuffing. Service providers also need to identify and segregate “shilling”, or any form of paid/incentivized interactions intended to inflate the audience measurement.

In addition to GRP, which is based on views (reach) and frequency, metrics for digital audience measurement include in-flight measures such as on-target rate and viewable rate across partners and placements.

Service providers include Nielsen (DAR — Digital Ad Rating) and comScore (vCE — validated Campaign Essentials).

Previous     Next

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.