Comments on: Measuring page share

By: Robert Leathern

Robert Leathern — Fri, 12 Jan 2007 07:08:17 +0000

You’re on the right track, Greg – and this will be a piece of it. The other piece obviously is integrating time in, and doing so meaningfully… the measurement of advertising and ad effectiveness has hardly moved at all in the last several years online it seems so that is where I’ll be focusing some of my energies… I’ll be blogging more about it in the coming weeks and months as well. But these are very good thoughts you present here.

By: Hiten Shah

Hiten Shah — Sun, 07 Jan 2007 06:04:44 +0000

Very interesting thoughts Greg. I think that there are some clear ways to measure some of the things that you mentioned. If a universal “standard” was “invented” for this type of measurement, I can see a lot of people accepting it. I think this year is going to shape up to be an interesting one in regards to advertising, pageviews (or the death of pages views) and analytics / metrics for websites.

By: Michael Wexler

Michael Wexler — Thu, 04 Jan 2007 16:43:56 +0000

Lots of assumptions here… For example, how does one define prominence? You are assuming that things requiring scrolling are less impactful than things on the right or left column. Some studies would agree with this, and others point out that footers are extremely powerful for “followup” messages, esp ones related contextually to the content on the page.

If you allow the “weights” to be derived dynamically via click or mouseovers, then you miss the entire point of many branding ads, who’s impact is not measured via simple view behavior but by changes in mental state causing behavior changes elsewhere.

Instead of mouseovers, you could say that “viewing” is what’s important, and then eyetrack every page format and layout. That’s better, but only the largest of media companies can afford to do this. Remember, the “impact” is what you are trying to work towards, otherwise you would just use % of page space without the weighting.

So, “presence” or “prominence” is too subjective to be a really useful metric as you’ve laid it out, unless you have some empiric studies which show that what combination of position and size (controlling for segment, content on page, and creative of ad) drives the “perception of prominence”.

In my opinion, of course. Its not like I have anything better!

By: everybuddy.org

everybuddy.org — Thu, 04 Jan 2007 15:13:27 +0000

Pageviews aren’t dead, it’s CPM that’s dead, and VRM is born

A lot of talk lately about how page-views are dead.
Greg Yardley suggests a solution but it looks like he’s missing an important point.
It’s not just about widgets and “share” of the page, it’s the fact that a well-buil…