Guest blogger: Ravinder Pal Singh, Regional Communications Director – Digital, Starcom Media Worldwide
Ravinder Pal Singh, known as "RP’, is a Digital Marketing specialist with over 10 years of Digital & New Media experience. As our first guest blogger, it was suppose to be a light hearted topic, but RP went for the heavy weight debate that has been going on the advertising industry, the topic of Performance Metrics. Here’s what he has to say:
Performance metrics & Performance benchmarks in Online Advertising
This is my favourite topic as I am often asked this question of performance benchmarking. The benchmarks in this medium are never the same and we need to appreciate that fact as Digital Media professionals. The field of online (or digital) media planning evolves so quickly that if you simply rely on your past experience as a means to deliver future performance, you’re going to be left in the dust. We need to be constant students all the time and we should try to keep a track of these ever changing benchmarks. An even more important question to answer is "What should be the performance metrics for Digital Media?"
I often get publishers & clients hovering between Clicks & CTRs as one and only metric to evaluate the performance. The responsibility lies with agencies to educate the marketers about real KPIs from digital media and making your own category benchmarks on those KPIs. We have seen agencies in the past selling digital media on purely performance metrics like CPC, CPL and even CPAs, and now those agencies are also moving to consumer understanding metrics which are, according to me, true metrics of evaluating media performance. An effort should be made to include parameters like CPUU, CPUI, CPV, Lifetime Value, Increase in Search Queries and some softer metrics like increase in brand favourability, brand consideration etc which today, are possible to measure. [end|
To hear more about what RP has to say with regards to digital trends, register for Digital Advertising World Asia 2011 now. Our early bird discount ends on 4th of March, Friday!
Mr Ravinder Pal Singh will be participating in an open sharing session on ‘Insights to online channels that marketers will be betting their investment dollars on for the year 2011’ at Digital Advertising World Asia 2011. Download the brochure for the full programme.
