Fred Wilson recently wrote a post about measuring the audience for a particular piece of content. Fred is thinking about it from the angle of usage for an app. It's relevant to marketing as well.
There's a lot of interesting nuance to measuring audience for any platform. The dream of digital marketers has always been that the experience is measurable and therefore effective. There has been a lot of innovation in tracking people around the web, on mobile and everywhere else an ad has been served. But, this has not ended the debate about which ads are the most effective. If a user clicks an ad after seeing the same ad (or another for the same brand/offer), which ad should get the credit? Should they split it? Should that split be even? Figuring that out won't happen until we all have chips in our brain measuring every thought and decision we make. At that point, I hope someone has a better use for those chips than measuring advertising.
The question for you is: will those chips will be ad-supported or subscription based?
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