May
7
measuring an ad bundle
in my last post, a few firms were mentioned as possible partners for the major studios and brand advertisers as they search for a consolidated and effective set of metrics for evaluating the success of their new advertising products. clearly the list was not complete; here are two more firms that could help measure the success of ad bundles:
- omniture: for a brand advertiser, web analytics is no more exotic than old school performance marketing. however, because the internet is a new technology (bear with me, we’re talking about media firms here) and each website has a different structure, it’s much more difficult to produce relevant metrics across sites and campaigns. omniture has a strong hold on the traditional web analytics market and could make a strong move into integrated ad bundle measurement as more ad spends move online. if they can complete the visual sciences integration and keep up the strong revenue growth, they’ll be well positioned to grow into the larger audience measurement space.
- spot runner: spot runner is creating a really compelling proposition for getting your campaign on television. given the rise of ad bundles, and because spot runner is native to the web, they may be in the strongest position to capture some of the integrated audience measurement business that will be emerging. it looks as though they’ll use their new war chest to expand the basic product into other markets; in addition, i hope they keep an eye on the smaller audience measurement firms mentioned in the last post. if they can start to hit a meaningfull run rate, an acquisition would be a reasonable next move.
