On this blog we sometimes have friends, who want to post their views of the world. Today we have Nicolas Arrive, head of the Market Analytics team at PwC in London share his thoughts. To read more from him, visit his excellent blog called Analytics made easy.
Whilst AdWeek New York is full on, the main topics of conversation are fraudulent online activities some advertisers may still be billed for and the rise of videos and video streaming as a mainstream medium. I am still surprised at the prevalence of the “view” or “impression” as a metric to measure performance. Bot and robots generating views are easy to design. As soon as you elevate the conversation to more meaningful ways of measuring performance, I sense that alleged fraudulent view based activities matter a lot less. Ads are no more no less than pieces of content aiming at attracting the right individual at the right time toward the right offer. The proliferation and the ubiquitous of “free” content turned content into an advertising medium on its own and should also be evaluated beyond the simple view count. Buzzfeed turned the creation of content into a science driven business and over the weekend Medium raised enough £ to be value at an estimated $400 m! That speaks volume.
On 8 September 2015, Steve Rayson published an interesting long study on content marketing and the relationship between shares and links. The article, titled "Content, Shares, and Links: Insights from Analyzing 1 Million Articles" is well written and complements my own findings on a much smaller scale here. In my opinion SharedCount is an awesome tool giving anyone free access to the real human driven proliferation of your successful pieces of content. SharedCountcombined with basic web analytics data manipulation means that content can be measured and evaluated on the same level as ads. This is taking the conversation to a very different level.