Reflection on the effect measurement of network advertisement

In today's internet age, the increasingly strong network advertising also allows a large number of advertising companies, media companies, media and research institutions more and more in-depth discussion and explore how to more effectively measure the effectiveness of online advertising, so as to provide advertisers with strong evidence to protect the vitality of network marketing and increase investment.

At present, the general measurement standards are based on click, supplemented by impression, UV and other major data, the formation of CTR, conversion and other key indicators as the basis for measuring the effectiveness of advertising.

This index system is in fact similar to the concept of "ratings", but there is a big difference between the importance of advertising. The reason for this difference is that the internet has the dual characteristics of media and channels. For television media, consumer behavior is difficult to track after exposure, and through the Internet media, consumers easily by clicking into the shopping platform consumption, and consumption behavior can be recorded by clicking and Tracking. This convenience lets "hits" The popularity to soar, does not resemble "the audience rating" as the advertisement only to put the reference, but has become the goal which launches.

But as the industry grows, people find that "click-through" does not explain all the questions. So you start to think more deeply, like, "What are the consumers of clicks?" Why do they point? The other part why not? Does the person have any influence? Does it have any long-term effect on my brand building? These problems.

For some doubts, the industry is doing something to try to answer questions, although not fully resolved, but also made greater progress.

For the click of a person's background, such as the second hand, Eric and other companies have launched their own set of monitoring system to monitor, estimating how you are sitting in front of the computer is probably a person. For the complete advertising effect measurement, Nielsen, Ming-Yi, Ipsos and other research institutions have been trying to improve the traditional media advertising effect measurement to suit the network advertising.

So, the traditional media advertising effect measurement mode?

Comprehensive evaluation system of several large research institutions, the effect of advertising mainly from three aspects of evaluation: brand connectivity, creative communication and persuasion.

1, "Brand connection" refers to the advertising to make people remember the ability to do the brand, which is the most important, no advertisers want to spend a lot of money "for others to do wedding clothes";

2, "creative communication" refers to the advertising of the idea can be understood and people look at their evaluation (such as the degree of liking, unique degree, credibility, etc.);

3, "Persuasion" is to say that advertising to motivate consumers to follow up the ability, including the search for more information, and friends to share, of course, the most important "buy".

But to some extent, because of the operation characteristic of the network advertisement, and the operation characteristic of the traditional market research, some means that achieves the above measurement goal cannot be used very well.

First, the security of data reliability. For hits, there are a lot of people on the Internet to attack the article, the main point of attack is reliability-because Internet companies are easy to cheat. and the traditional market research is also not so reassuring, the visitor's violation of the operation and respondents to the random answer is two of the biggest weakness, and the former is relatively controllable, the latter can not control-the human is a complex animal.

Second, speed mismatch. The biggest feature of the internet is that it is fast, especially fast in the process of operation, and the traditional market research needs time to recruit, access, input, analysis, even if the use of online questionnaires, recruitment to the appropriate sample size is also required time, the advertising of the basic no time to do, after the analysis results are likely to have the third round of advertising. Therefore, many advertisers choose to give up, some in-depth problems can not be well detected.

Again, the "fear" of contradiction. By adding different evaluation angles, there may be some contradictions-------------------------------new measurements. Another paradox is that the effect measurement itself, we will evaluate the quality of an advertisement, but the recommendations are often reasonable but not really executable-for example, to increase creativity, then what is the idea? The problem is the same in the CTR system, I think the user researchers at this stage also do not want to add a tangle point bar.

In fact, as the use of research engineers, we should go to try to optimize the depth and breadth of user research in order to achieve a better experience. Traditional media advertising effect measurement after so many years of continuous optimization, the relationship between consumers and advertising has a deep understanding, so you can as a ruler or template to the network advertising effect of a new definition, at least not from scratch.

In the face of the problems mentioned above, we cannot deny their existence first, but we cannot let them be the reason why we give up. For controllable factors, it is necessary to strengthen the binding force and execution ability under the constraint of the existing industry moral standards, and to manage the data acquisition team in a better way.

And for the uncontrollable factors, the entire social sciences in the field of the elite are working together to achieve more accurate, EEG analysis of the application is a very good means, and we can use and optimize. Or in the future, we can make more accurate EEG pickup module into a smaller chip, equipped with glasses, headphones and other portable objects, at any time to upload the real activity of the respondents EEG information, to ensure that the data more reliable and authentic.

As for the speed matching problem, I think we should try to slow down the operation of the network advertising process, to make some time to sum up and think, this actually requires the use of research engineers to strengthen professional literacy and customer communication, put into the customer to pass more favorable network marketing ideas and information, but also can collect the initial data for analysis, Reference and post optimization.

The three issues mentioned above, give us great opportunities and challenges, fear will always stagnate or even regress, so face the challenge, grasp the opportunity to win the trust of consumers, in order to lead the industry in order to the development of China's internet to play a more far-reaching impact.