Coming Soon to Digital Advertising Metrics: RFT

Telmar is out to improve digital advertising metrics with this new measurement; plus, sales of print magazines down again, and a big native content deal

The benefits of online advertising are undeniable, but for better or worse, realizing them can be an exercise in patience and persistence because of the wide-open state of affairs in the industry. The money is there, but so are the targeting challenges shaky digital advertising metrics.

What’s more, when publishers do establish good relations with marketers, or when programmatic ads are maximized, ad blockers live up to their name and cost both parties.

But the future is bright for digital advertising revenue opportunities and efficacy, especially with companies like Telmar trying to perfect measurement. The days of raw clicks dictating rates are long done. Digital advertising metrics have become much more sophisticated. Let’s start there today, with one of a few articles from MediaPost.

How One Company Wants to Refine Digital Advertising Metrics

Telmar’s new Reach Frequency Time (RFT) will be put into practice among digital advertising metrics in early 2016, adding a temporal and potentially more accurate edge to the conventional engagement principles, MediaPost reports.

“This is a giant step forward for brands in the age of global planning,” Telmar Vice President of Strategic Date Operations Paul Gold told Joe Mandese. “Imagine if Coke found that its drinkers used their smartphones 20% less than Pepsi drinkers in a part of the world where no media planning data existed. That would have a huge impact on their ability to evaluate alternative media investments in the market.”

But at least one industry exec doesn’t think RFT is the best the business can do when it comes to digital advertising metrics.

“I think everyone is struggling with what have been relatively blunt evaluations tools that we been using to develop and analyze various media and the plans we put together,” MDC Partners Managing Partner Audrey Siegel says.

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“What would make an actionable tool is if we could find something beyond a rating point and ge to a more meaningful understanding about what those impressions are, and how they play out with the user/listener/viewer, in terms of their actions. What we’re really trying to do is get to some kind of comprehensive measurement of all screens.”

Print Newsstand Sales Are Down Again — How Bad Is Bad?

Print magazines are seeing a sharp downturn in newsstand sales, with a 10.3% drop year-over-year in single issue retail and a 9.8% drop in dollar value during that same time period, MediaPost reports. Time Inc., Hearst, and Meredith all saw plunges.

Mashable and Visa Reach Landmark Sponsored Content Deal

With an ambitious native campaign planned, Mashable and Visa are adding a twist to the deal, incorporating an ecommerce strategy element, MediaPost reports.

“We have worked with Visa in the past and felt that Visa Checkout was the best payment option for the Mashable Shop, and we’re really excited to be bringing our community an online destination that curates some of the most innovative tech-focused products, Visa merchant products, and custom Mashable apparel and accessories,” Mashable CMO Stacy Martinet told Tobi Elkin.

“We will be interested to see how our community takes to both the Shop, as well as how Mashable articles highlighting the great products will grow the overall awareness of these crowd-funded products.”

What digital advertising metrics do you track most closely? Will the RFT be one you measure? Let us know in the comments!

To read more about digital advertising metrics and other digital publishing trends in the news, visit MediaPost.


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