Digital MediaMeasurement and Monetization Roundtable Notes

Posted by ctmedia on July 16, 2009 at 12:11pm

We have our final notes from the recent roundtable on digital media measurement and monetization (the full document is at the bottom). The debate, led by Bruce Haymes, SVP of product for Nielsen, focused on a number of questions and potential solutions raised by roundtable participants. Key discussion points were as follows:

One of the biggest challenges in the ability to measure and monetize digital media is not an issue of technology, but rather the way in which the industry has been discussing the challenge itself. An accurate, smart discussion is needed in order to move toward effective solutions.

• The tendency to focus on engagement and behavioral targeting can prove to be a double-edged sword, as these are not always the most effective approaches

o The predominate industry conversation often confuses several areas, thus more care needs to be taken in the discussion of when it is more appropriate to spend money on branding versus direct marketing/response as well as instances when those initiatives and expenditures should be combined.

o The continuation of mass media is necessary to realize the full monetary potential of online media, thus the preservation of mass media is imperative

• The concept of branded networks such as those available on television may prove a successful model for online media as well

• TV can be perceived as a walled garden that delivers controlled, predictable targets, while the web has a significantly more fragmented and demographically diverse audience. This is not likely to change.

• In order to fully monetize digital media, measurement firms must find a way to determine audience behavior across all digital media

Digital Media Measurement and Monetization Roundtable Notes