Adweek writes about a new McKinsey survey of 410 marketing bigwigs, who say they’re reluctant to move more money to online advertising becuase of worries over a lack of metrics.
Scott Karp argues that marketing folks are just using that excuse because they don’t want to upend the traditional way of doing things. Google, he argues, offers incredible metrics.
That’s true. Google is extremely measurable, but that’s only still one part of the market—direct marketing. Advertisers want to do brand advertising online. But right now, the old metrics for measuring where you might put brand advertising is in the process of being thrown out the door because new innovations, like RSS and Ajax, make page views less all important.
Karp writes about this too, but he seems to think that marketers are reluctant to give up on page views because their easy to use. I don’t think that’s the case. What we have right now is a huge muckup in brand measurement with new innovation happening. Marketers have willingly adopted Google’s pay per click model, so they have shown themselves willing to do new things. It’s just that no one is offering a structured, standardized way for them to buy brand advertising.
So I’m not surprised they’re reluctant to move more money online.