Hitviews Pro: Four Reasons Digital Ad Standardization Is Not Necessarily a Good Thing - Walter Sabo - MediaBizBloggers

Let me suggest that standardization is to be dreaded and won39t solve any issues that would benefit online salesFirst let39s clarify online marketing and sales measures versus technical standards The IAB has proposed a set of guidelines regarding online video measurement that is technically oriented eg determining exactly when a video should be quotcountedquot in the download process Those issues are certainly valid and the IAB39s efforts are commendableBut we shouldn39t be in such a hurry to standardize online advertising pricing and audience delivery measurement Here are four reasons why1 All traditional media executives hate the measurement system by which they are quotstandardizedquotRadio hates Arbitron TV hates Nielson Print hates ABC and that wacky quotreadershipquot number from SimmonsOnce you39ve accepted a quotgoldquot standard you39re going to be rubbing nickelsA TRUE FORMULA HAS TO FACTOR IN THE DEPRECIATING VALUE OF OLD MEDIA2 Why enter a game you39ll lose The purpose of standardization seems to be to equate online media with traditional media Make it easy to compare Forget it It will always be a bad fit and a very false measure That box on which you are reading this does not resemble a magazine billboard TV set or radio It has a keyboard and mouse that begs for interactivity That interactive dynamic sets online media far apart from traditional media which is largely designed to be passiveMany traditional forms of media such as the LITE FM Radio station you have on is specifically made to not disturb the audience The 30 second spot in the middle of a 10 spot cable commercial cluster has nothing to do with a killer online video made by a compelling WebstarMost quotstandardizedquot formulas focus on tonnage of audience Online will have a tough time winning that game when compared with a spot on quotLostquot UNLESS the formula includes depreciationThe moment a dollar is committed to traditional media the value of that dollar declines The moment a dollar is invested in online digital media it increases If those variables are factored into a media buyer formula then it begins to accurately reflect an online advertising investment3 The reason you entered digital work was to be part of something new You see that the world is changing and you wanted to help sharpen the cutting edge Putting formulas and standardization deep into the process of selling digital advertising will turn it into traditional media Once those standards are set they will not be changedRadio ratings were created to measure Average Quarter Hour audiences Why Because that39s how long radio soap operas were in the 1940s Passalong readership was invented in the 1950s by Simmons The first number for cable is quothomes passedquotamp8212that is the number of homes that can get cable Do those formulas from the last century make sense right nowSPREADSHEETS DON39T SHOW DESIRE4 The CEO wants to sell product They don39t want to buy CPPs CPCs Views Impressions or CPMs They want customers to buy products The impulse to buy a product is emotional It39s not on a spreadsheet The most effective ad medium Your best friend telling you to buy something It goes downhill from thereThe goal should be to offer advertisers a true measure of that most human equation Desire Imagine the impact of a quotformulaquot that demonstrates how effective online video and other products are at creating desire Traditional media have never actually offered that to advertisers The moment we demonstrate how effectively and predictably the online environment creates desire the CEO will cancel the other ad budgetsWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: Four Reasons Digital Ad Standardization Is Not Necessarily a Good Thing - Walter Sabo - MediaBizBloggers

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Hitviews Pro: Four Reasons Digital Ad Standardization Is Not Necessarily a Good Thing - Walter Sabo - MediaBizBloggers

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