There is a shift happening away from the original model of site measurement.
Website page views are becoming less important when judging the strength of a site and site stickyness will become a more important benchmark in the future.
Digital planning tools like ComScore will now surely follow suit and revise their site analysis metrics to include a measurement tool of a site’s stickyness not just the number of impressions it generates.
This shift is born out of the fact that more and more advertisers are developing digital advertising and communications that rely on time spent viewing and engaging with content (video streaming, rich media ads, interactive ads, widgets etc.) not just clicking on banners…
i personally think this shift should have happened a few years ago, even when video streaming ads first started to really take off..
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