eMarketer_Online_Brand_Measurement_Report
网络品牌测量研究报告

共56页 PDF格式

Introduction 1
More Available Online 1
Geoff Ramsey:Why This Report? 2
Letter from Our Sponsor, Datran Media 3
Table of Contents 5
Background: Factors that Contribute to the
Measurement Issue 5
What Does ‘Measurement’ Mean? 5
Putting Measurement into Perspective 6
The Accountability Factor 7
What Spending Trends Say About Online Brand
Measurement 10
Total Online Spending—Slow but Positive Growth Ahead 10
Search versus Display Trends 11
Dollar Trends Don’t Tell the Whole Story 14
Beyond Banners: Other Online Formats Will Boost Overall
Branding Dollars 15
Drill Down: What Are the Problems? 16
A General Apathy Toward Branding 16
A Preoccupation with Search, at the Expense of Branding 18
An Addiction to Clicks 21
Do Traditional Measurement Techniques Work for New
Media? 22
Integration Is Hard When Data Is Locked in Silos 23
Too Much Information, Too Much Complexity 24
Current Measurement Models Have Limitations 25
Measurement of Social and Video Are Even Further Behind 26
Data Spotlight: How Online Brand Advertising
Can Influence Every Step Along the Consumer
Purchase Funnel 27
How Display Ads Impact Brand Metrics 28
Integrating Search and Display Ad Measurements 29
How Display Ads Drive Site Traffic 30
How Display Ads Impact Online Sales 30
How Display Ads Influence Offline Purchases 31
Three Factors for Online Branding Success 33
Working Toward the Solutions for Online Brand
Measurement 35
Big Picture: Five Broad Approaches 35
It All Starts with Marketing Objectives 36
The Need for Uniform Standards 36
Integrate Online and Offline Measurement and Metrics 39
Embrace Traditional Media Metrics 39
Get Smart About Attribution Modeling 42
Building New Measurement Models for Social and Video
Environments 44
Unraveling Consumer Engagement Metrics 46
Next Steps: A Seven-Point Plan 47
Endnotes 49
Related Information and Links 52
Contact 55
Report Contributors 55
eMarketer Total Access: How to Make Better
Digital Business Decisions 55