For me, one of the most exciting parts of an online advertising campaign is being able to track the success of the campaign using online measuring tools.
Last week Google introduced the first two parts of what they are calling Brand Activate: Active View and Active GRP. With the introduction of these tools which produce better metrics, Google is hoping marketers will feel more comfortable allocating more of their money to online advertising.
I predict these tools will be perfect for a narrow audience as you will be able to understand how your targets are responding in realtime and adjust accordingly. These tools would have been a perfect for our recent sperm donor campaign due to the multiple parameters that contribute to a man being a good fit for the program. Here is a little more about the tools:
Active View is going to significantly enhance a marketers understanding of how successful their online ads are. As Brian Zeug, Industry Director at Google says, brand marketers want to understand what they receive for the money they have invested. Google Active will not only report on if the ad has been served, it will capture has the ad been viewed (as defined by the 3MS’s proposed standard, this is a display ad that is at least 50% viewable on the screen for at least one second). What I like the most about this solution is that marketers will only have to pay for viewed impressions.
Active GRP is taking the offline measurement of GRP (Gross rating point) used by the television industry (which reports on how many people saw the ads) and transitioning GRP for use in online ads. This new metric will let marketers know who saw the ad, what they thought about the ad and what did they do? What is great about this is that the report is in real time so marketers can make changes and see results instantly.
A further explanation of this initiative is provided in the video above.
Yours in the better measurement of online advertising campaigns.