Dmma measurement workshop josh adler - may 2010

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Nielsen Briefing presentation 25 May and 2nd June 2010

Technologie Business

Formerly known as the… 2010 Measurement Workshop Josh Adler, DMMA Head of Measurement CEO, PREFIX @joshprefix

Introduction Why am I here? It’s dark in here….

THE LIGHT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TIME TO THINK FOR OURSELVES

TIME WITH ME ,[object Object],[object Object],[object Object],[object Object]

Why was the DMMA (OPA) founded? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

So, what do we do? ,[object Object],[object Object],[object Object]

STATUS: DMMA? ,[object Object],[object Object],[object Object],[object Object],[object Object]

STATUS: DMMA? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

STATUS: WORLD? http://confblog.i-com.org Andreas: Head of ICOM Andreas: Head of ICOM Geoff & Magid: Keynotes <me>

WHY GO? ,[object Object],[object Object],[object Object],[object Object],[object Object]

WHY GO? POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS MAGID ABRAHAM 1: The click is the wrong metric, less people clicked on ads in 2009 (16%) vs 2007 (32%). MAGID ABRAHAM 2: People who click are the least desirable to advertisers and tend to have lower incomes.

JOSH’S KEY INSIGHTS FROM ICOM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],JOSH’S KEY INSIGHTS FROM ICOM

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],JOSH’S KEY INSIGHTS FROM ICOM

[object Object],[object Object],[object Object],JOSH’S KEY INSIGHTS FROM ICOM

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],JOSH’S KEY INSIGHTS FROM ICOM

TIME TO THINK FOR OURSELVES

SOAP BOX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PORTFOLIO UPDATE: VENDOR REVIEW Goals - Enforce best practice; 3-year review cycle; - Ensure measurement is affordable; - Ensure measurement is trusted; - Ensure service suits our unique market; - Ensure we are using the best of what the world has to offer; - Ensure we grow digital advertising spend;

EDUCATION Empower yourself - These workshops are great. - The Blog is regularly updated. (blog.opa.org.za) - Ask Nielsen; they are here to support you

THANK YOU Twitter: twitter.com/joshprefix LinkedIn: za.linkedin.com/in/joshadler OPA / DMMA Blog: http://blog.opa.org.za/topics/measurement/ My websites: www.prefix.co.za / www.pmailer.co.za

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Dmma measurement workshop josh adler - may 2010

1. Formerly known as the… 2010 Measurement Workshop Josh Adler, DMMA Head of Measurement CEO, PREFIX @joshprefix

2. Introduction Why am I here? It’s dark in here….

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4. TIME TO THINK FOR OURSELVES

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10. STATUS: WORLD? http://confblog.i-com.org Andreas: Head of ICOM Andreas: Head of ICOM Geoff & Magid: Keynotes <me>

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12. WHY GO? POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS Geoff Ramsay 1: The market is BUSY. There are hundreds of ad-serving/measurement service providers and systems that sit between advertisers and consumers. It needs to consolidate. Geoff Ramsay 2: Metrics are too complex for big brands. Until we can simply provide reach, frequency and GRP’s, we will not attract major brand advertisers.

13. WHY GO? POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS MAGID ABRAHAM 1: The click is the wrong metric, less people clicked on ads in 2009 (16%) vs 2007 (32%). MAGID ABRAHAM 2: People who click are the least desirable to advertisers and tend to have lower incomes.

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20. TIME TO THINK FOR OURSELVES

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22. PORTFOLIO UPDATE: VENDOR REVIEW Goals - Enforce best practice; 3-year review cycle; - Ensure measurement is affordable; - Ensure measurement is trusted; - Ensure service suits our unique market; - Ensure we are using the best of what the world has to offer; - Ensure we grow digital advertising spend;

23. EDUCATION Empower yourself - These workshops are great. - The Blog is regularly updated. (blog.opa.org.za) - Ask Nielsen; they are here to support you

24. THANK YOU Twitter: twitter.com/joshprefix LinkedIn: za.linkedin.com/in/joshadler OPA / DMMA Blog: http://blog.opa.org.za/topics/measurement/ My websites: www.prefix.co.za / www.pmailer.co.za

Hinweis der Redaktion

This is how I think many of you feel about measurement….