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iMedia October Breakthrough Summit - Launch Pad Day "Everything We Know is Wrong! Starting Over With Tablet Metrics" David Smith, CEO and Founder, Mediasmith, Inc. Marcus Pratt, Associate Director, Insights & Technology, Mediasmith, Inc.
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The State of Tablet Metrics
Everything We Know is Wrong
So What’s Wrong?
• Tablet media will provide unprecedented levels of engagement
• But major media publishers apply print media metrics
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So What’s Wrong?
• Clickthroughs are dead– Fulfillment must be done
within app to maximize user experience
• Readers per copy is dead
Here Lies
CTR and RPC
Well What DO we Know?
• People are relaxed: 20% of iPad usage occurs in bed*
*NPD survey data
Well What DO we Know?
• Engagement: more time spent with tablet apps than smartphone apps*
*Ipsos/Mendelsohn 2010 Affluent survey
Well What DO we Know?
• Early adopter factor brings a young male skew1
• Will likely even out over time– Interest seen by
older affluent crowd2
1 Nielsen Connected Devices Report 2Ipsos/Mendelsohn 2010 Affluent survey
Planning Metrics
• Largely vendor supplied– Total installs– Time spent
• Easy to blame Apple– Publishers hiding behind
Apple issues
Planning Metrics
• Harder to come by:– Avg. monthly users
(audience)– Audience demographics
Pricing
• Pricing: Flat fee or CPM– CPMs high• FT app brought in
$1.5MM+ in less than 6 months
– Flat fee pricing problematic with little post analysis or verification available
Party Like it’s 1999?
• 3rd party serving only for basic units
• Like early web, benchmarks are lacking
Post Campaign Reporting
• Publisher supplied metrics– Impressions– Engagement rates– Rich media actions
What Else Can we Get?
• Video metrics applicable for in-app ads– Started– Time spent with each
brand experience– % completed
The Quandary
• The tablet is more than a new media vehicle
• It is a new platform/media environment– In addition to the
platform, individual vehicles must be evaluated for their significant differences
Getting the Mindset
• Recognize that tablet facilitates/replicates more than one medium, all of which need separate metrics – Print– Video
The Next Steps
• Tracking across apps, browsers, platforms
• Increased use of location• Front-facing cameras• More advanced web
apps - HTML 5• Improved experience in
web visitation and return to app
Basic Wish List• Some immediately
applicable areas:– Serving across platforms– Time spent with app/ad– Pages viewed (% and
completion)– Engagement + Interactivity
• Apply existing video metrics:– Started– Time spent– Completed