Thursday, October 4, 2007

Notes from Momentum Growth Conference (6/...)

Notes from Momentum Growth Conference.

What Advertisers Want, What Businesses Need
The online advertising game as we know it is changing. Established players are scrambling to determine methods and metrics - how do widgets and time spents stack up against pageviews and eyeballs? Innovators are moving quickly and land-grabbing on their own. Since many consumer-facing companies depend on advertising for their revenues, and big-budget brand advertisers employ media buyers, the lack of agreed-upon standards could be a big problem. Are shortcomings leaving ad money on the table?

Google - Brett Crosby, Senior Manager, Google Analytics

VideoEgg - Adam Klein, President

Aggregate Knowledge - Paul Martino, CEO

Real Branding - Mark Silva, Principal & Founder

ComScore - Nick Tabbal, Senior Vice President

Still there are too many different definitions and ways to measure activities, effectiveness and other subjective parameters.

One of the logical comment that was (finally) made was that business owners (the ad publishers) are interested to understand how the online activity (and their investment) actually effect their business.
How to provide them with this data and contect (or at least make them comfortable with the data) is still debatable...

"Actional-analytics": the concept of modify the site/service on-the-fly based on activities of the users. Example such as Amazon's "People who bought this also bought these items...", may be the next generation - shorting the time from feedback/data/analysis to action.


To be continued...Maybe...


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