Popular link-shortening service Bitly has added a new measurement tool named Bitly Campaigns, which allows marketers to create and track links across multiple channels, such as Facebook, Twitter, web pages, emails, text messages, or even within an app (Bitly supports deep-linking within a destination app). It also helps marketers easily compare the campaign performance across all paid and earned media channels in a dashboard.
What Brands Need To Do
Previously, Bitly would provide brands with some basic channel tracking based on getting refer data from a location’s source. But since not all channels pass on refer info (such as SSL encrypted sites, apps, and texts), marketers have been calling for a more sophisticated channel-tracking tool. Bitly Campaigns follows Bitly’s previous efforts in making its platform more brand-friendly, with data-driven products such as Audience Data and Audience Intel, and it can offer brands using Bitly the ability to do some granular tracking so as to finetune their campaigns.
Source: Marketing Land
Read original story on: Digiday
Thanks to the surprise hit “Serial,” there’s little dispute that podcasts are all the rage right now. Indeed, the recently revived medium is growing exponentially, reportedly reaching 65 million monthly unique listeners last month. Yet large brands have been hesitant to embrace the medium, for which its undeveloped audience measurement system is to blame.
Apple dominates the podcasting landscape, with around 70% of all podcast downloads via iTunes and its iOS podcast apps, but the company lacks incentive to offer better measurement since it doesn’t host the content and has no plans to monetize the medium. But as its audience size grows, a mature audience measurement system seems inevitable, and necessary, for podcast. After all, brands and podcast belong together.
Media measurement is undergoing tremendous change as marketers are privy to more data than ever. Increasingly, we are tying ad exposure to sales figures. It is no longer an awareness model of clicks and impressions but an action-driven one of visits and purchases. JiWire is the latest to jump onboard, releasing their Location Conversion Index which ties mobile ad impressions to in-store visits. The mobile ad network which targets audience segments based on historical location (not just where you are at this second) now measures foot traffic based on the following factors listed on their website:
- Real ROI: measures actual increase in foot traffic as a result of your mobile campaign
- Seasonality: adjusts for fluctuations in store visits that occur naturally (such as increased traffic over the holiday shopping season)
- Most Accurate Audience Matching: We build a control group out of millions of look-alike profiles based on matching demographics and location pattern attributions
- Big Data Scale: A rich history of location patterns built from 700M devices & billions of location tags makes LCI the most accurate mobile ROI metric
A buzzworthy campaign for Magnum Ice Cream will only display ads on the roofs of taxi cabs when it’s hot out. Using a remote deployment system that allows for real-time updates over 3G, Magnum’s OOH partner, BrightMove Media can target ads when it exceeds a certain temperature. The initiative is aimed at reaching morning commuters in harder to reach places.
Creative optimization in the physical world is starting to gain traction as advertisers look to match the efficiency of digital advertising. Now with real-time data feeds, digital displays and more precise audience measurement, advertisers are just beginning to skim the surface with what is possible for OOH media.
Marketers have used impressions and viewability as a proxy for engagement, but the real question remains as to whether or not the consumer actually saw at the ad. Well, it appears eyetracking company, Sticky has created a solution to do just that. By monitoring consumers gaze through a standard webcam, Sticky can quantitatively measure how an ad was viewed. The product has been tested on 350,000 consumers by the likes of P&G among others, and while privacy concerns abound, it could have serious implications for pricing models in the future.
The future of Out of Home advertising may lie in facial tracking technology that can identify a consumer by age and gender and optimize the creative accordingly. Outdoor Screen company, Amscreen has teamed up with Quividi to do just that across it’s network of 6,000 screens which reach a monthly audience of 50 million. Thus far, the new measurement solution indicates that 94% of shoppers view the in-store signage making it the highest conversion rate in the sector. The tech could revolutionize performance metrics as well as offline targeting.
Nielsen has announced a new analytics platform measuring social engagement for TV programs based on Twitter activity. Specifically, the metrics will provide impressions and reach for shows based on tweets, retweets, and replies containing keywords related to the specific program.
The new measurement represents a shift in TV viewing as audience attention often spans multiple screens, particularly on mobile. While companies like Trendrr TV and Bluefin have established social metrics, Nielsen is easily the biggest entrant into the space. Look for their metrics to inform social TV campaigns and second screen programs for today’s leading brands.
New startup Faceshift is using Microsoft’s Kinect to capture and replicate facial movements in real-time. Leveraging the 3D motion capture capabilities of the camera, the application constructs an on-screen avatar that can mimic a users face quite precisely. While it certainly has applications for gaming, technology like this can be a very powerful measurement tool to gauge consumer response.
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