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Mediative Blog: The Digital Results People

The Power of Digital Video Advertising

MdvBlog_GeneralDigitalMarketingOpinion

The 1990’s were undoubtedly eventful. Rachel from the hit series TV show Friends got engaged to Barry-who, let’s face it, is no Ross Geller, Ross and Carol conceived Ben, their adorable blond haired baby whom Monica concussed, and Joey and Chandler adopted a chick and a duck. I remember it vividly, sinking into the soft suede couch with my brothers and sisters eating all of the popcorn before I could even get a handful. Every day my siblings and I would fight for the remote- I mean really, it was like a scene from 300, we would scream kick and punch, but every Thursday at 8pm nobody said a word. It was our family ritual; after dinner my mom would make popcorn, not just the microwavable stuff, the stove made fluffy and buttery kind, my brothers would haul their duvet covers down the stairs so we could all keep warm, my Dad would handle the remote and all of the lights, and being the youngest my sister and I would snuggle up and keep the couch warm. Needless to say, [...]

Post View Conversions: An Important Display Advertising Metric

MdvBlog_GeneralDigitalMarketingOpinion

The use and validity of the post view conversion metric is a hotly debated issue in the online advertising space and, as with search, brings about the issue of attribution. Display is very different to search and therefore requires its own set of metrics. The major differences between search and display advertising can be analyzed by looking at the variation in the user intent across the different channels.   Question of intent With a search ad, the user has directly entered into a search engine a query, a direct intention to find information. The direct expression of the intent to find information translates into a direct response-style of advertising and therefore can be measured using direct response metrics such as a click. Since a search ad is at the intersection of a user’s intention and the content they seek, a click to get to that content is a valid metric, as it is a response to a question or implicit intention to find information. On the other hand, display ads typically appear on webpages where the user is engaged in [...]

Misleading Customer Experience Metrics

MdvBlog_GeneralDigitalMarketingOpinion

Have you ever wondered whether the data you’re capturing in your feedback survey is actually representative of customer sentiment? Have you ever filled out a customer or user feedback survey (you know, those ones that pop up when you visit a site and ask if you’d like to leave feedback when you’re done) that you felt didn’t accurately capture your feelings about the site?   Let me give you an example – I just finished taking a test of an iPhone app on usertesting.com. The test was focused specifically on one tiny feature of the app that I thought was totally useless and tangential to the purpose of the app. I had to turn this “feature” on and off and comment on whether I thought it was something that I would use in my day-to-day interaction with the app. After the test there were some follow up questions: did I like the feature, would I use it, and net promoter score (NPS). If you’re not familiar with NPS, it’s one question: “How likely are you to recommend this company/service/product/app to [...]

Conspiracy Theory: Google Removing Author Images to Boost CPC CTR

MdvBlog_SEO&PPC

Google recently announced the removal of author images from their search results. Over the next few days, authorship snippets will be reduced from displaying author headshots and Google+ circle counts, to author name bylines. According to John Mueller from Google, the change was done to clean up Google’s search results, particularly to improve Google’s mobile search experience.     Looking back to 2011, and the introduction of Google Authorship, the primary advantage to setting up Google Authorship was to have your result get an increased proportion of clicks, or a higher CTR. My feeling on this is that users did in fact tend to click results with images as they stood out more than the standard results. This enhanced CTR may have taken users away from paid links, effectively lowering their potential paid CTR. Next thing you know Google keeps Authorship principles in place, yet removes the component that enhances CTR… Happy Monday!    

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