Measuring the Digital Media. Introducing the DMA, Digital Media Auditing.
DMA stands for Digital Media Auditing. Measuring digital advertising, showing the true value of the media spend.
The entrepreneur John Wanamaker was saying long time ago:
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Jhon, I think we found a solution, –at least in the digital advertising- let me introduce another lovely acronym from the digital world: DMA, Digital Media auditing.
If you own a company, or you deal with marketing, you know very well that communication matters. Communication involves spending money for selling the brand, even in B2B realities.
Marketing strategy is essential to allocate the budget to each medium in the planning.
How to optimize the budget for digital media without using the proper metrics?
Digital advertising had been tremendously evolving during the past years. What is still missing is effective measurement. DMA is the solution, and the method, that finds the right metrics to validate the investment in digital communication. The problem today is still the sentence of our friend Wanamaker, half (or nearly) of the investment in digital advertising is wasted.
Views = quantity +quality (actual seconds of the ad displayed in the screen)
My previous blog posts about digital media world (known as the digital ecosystem) were focused on understanding the automated trading and the phenomenon of another lovely acronym RTB, Real Time Bidding.
The other part of digital advertising is dealing with premium. Usually premium ads are sold for much more value than the one bought in programmatic basis. The value of this ads can be attributed (in most of the cases) in cost per mille impressions (CPM).
But wait a minute, what is an impression?
An impression is just a call to the sever. When the user navigates to a page, he/she makes the call to the server, and this server send him/her back the content plus the ads ( banners, rich media, etc.).
Are the impressions enough to determine if the ad have been seen?
Answer of course is not. Wanamaker doesn’t know which half is well spent.
The first necessary distinction is between a view and an Impression.
For an ad, an impression, is just the call to the server, but doesn’t necessarily mean that the ad have been seen from the user. Maybe this ad is placed at the bottom of a web page, that an user will never scroll down.
A view is the actual proof that the ad has been seen and, foremost for how many seconds has been in screen.
If you were an marketer, which metric will bring better value out of your MROI (marketing return on investment) ?
Jhon now knows how to measure it. Thanks DMA.
In the next post: DMA 5 basic principles, 5 advantages.