Blog: digital media

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Addressable TV advertising starting to go mainstream

Mar 31 2011

Earlier this month,  The Wall Street Journal featured an article on addressable TV advertising.   This development  has been eagerly awaited by advertisers for many years but it has been frustrated by the tremendous fragmentation in the infrastructure of TV delivery with its myriad varieties of delivery (satellite, broadcast, cable) and multiple generations of set top boxes with widely varying technologies that have to be reconciled.  

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Why does Web Analytics give Marketers fits?

Nov 11 2009

I recently read a published survey on marketers' frustrations with Web analytics solutions. In this tough economic environment, marketers are being held accountable to show increased performance with a reduced budget. This has led many to shift their budgets from more traditional media to digital. I have addressed this phenomenon in my previous blogs - why we are seeing increased spend in digital media - and this trend is likely to continue.

By all accounts, marketers are realizing that moving to digital media has tremendous upside. With the right strategy and execution in place, digital media has proven to be lot more cost effective, and scales and caters to a larger volume with faster go-to market capabilities. However, the biggest challenge for marketers has been their limited ability to measure and accurately quantify the impact and use that information to make relevant business decisions. That's where Web analytics comes in; they provide a means to measure the performance of digital media marketing.

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