{"id":44,"date":"2016-09-26T10:15:27","date_gmt":"2016-09-26T10:15:27","guid":{"rendered":"https:\/\/inkthemes.com\/wpthemes\/billboard-wordpress-theme\/?p=20"},"modified":"2016-09-26T10:15:27","modified_gmt":"2016-09-26T10:15:27","slug":"contemporary-common-keys-in-advertising","status":"publish","type":"post","link":"https:\/\/billboardmedia.co.za\/?p=44","title":{"rendered":"Common Keys In Advertising"},"content":{"rendered":"
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It has been said that the US and Great Britain are two countries separated by a common language. Despite many similarities, we still misinterpret meaning and context between us while using words derived from the same source. <\/p>\n

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For example if a Brit is in \u201crude health\u201d it means he or she is in \u201cvery good health,\u201d which is not apparent to us American upstarts. The same can be said for advertising.  Reach and frequency are generic terms we use with ease, but measurement systems (including Nielsen, Arbitron and TAB) use complex independent metrics to interpret their meaning.  These systems gauge success within media categories differently, without a Rosetta Stone or a \u201ccommon key\u201d to create a common denominator.<\/p>\n

The amazing success of web and mobile advertising has created a forcing function around metrics. Web and mobile\u2019s advertising rise was made possible because they offered something easier to value and buy than traditional media.  The amount of ad dollars spent on web and mobile has grown from $12 billion in 2005 to almost $60 billion in 2015 according to eMarketer.  That size and the growth rate are a testament to their \u201cdigital\u201d media characteristics.  Web and mobile provide vast underlying ad stats, in a common form, that can be easily compared across different ad units and against which value can be attributed. The use of a universal currency, just like in the world of finance, is the foundation for a liquid marketplace that operates with efficiency and establishes true value.  This should be the goal of the entire media industry.<\/p>\n

Some traditional media types have benefited from today\u2019s lack of efficiency and transparency (television) while others suffer because of it (out-of-home).  Thus certain traditional media publishers will be slower to adopt \u201cdigital\u201d characteristics than others, but all will be compelled to aggregate data and build these tools in order to have access to the ever-increasing digital dollar pools.<\/p>\n

There are five characteristics that define \u201cdigital\u201d advertising.  In order to be considered \u201cdigital\u201d media must (be):<\/p>\n

1) Close to the point of purchase<\/strong> — You are only a click or two away from the buy decision.<\/p>\n

2) Provide Data with Common Keys<\/strong> — Deep audience statistics that are derived from the publisher\u2019s own assets but supplemented and enhanced with third party sources in order to give greater insights to advertisers about the strength of the publisher\u2019s media.<\/p>\n

3) Measured by Simple Metrics<\/strong> — with which advertisers can plan and evaluate a campaign\u2019s success — using hyper accurate impression counts (audience data) sold against a CPM, that can be compared across the many different media categories (from video pre-roll to display to search, billboard, Cinema, TV and radio spots).<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

It has been said that the US and Great Britain are two countries separated by a common language. Despite many similarities, we still misinterpret meaning and context between us while using words derived from the same source.  For example if a Brit is in \u201crude health\u201d it means he or she is in \u201cvery good […]<\/p>\n","protected":false},"author":1,"featured_media":21,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-44","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-roads"],"_links":{"self":[{"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/posts\/44","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=44"}],"version-history":[{"count":0,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/posts\/44\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=\/wp\/v2\/media\/21"}],"wp:attachment":[{"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=44"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=44"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/billboardmedia.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=44"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}