Pageviews not a Web 2.0 Ad Metric April 19, 2007Posted by John in Technology.
Another great post on why pageviews don’t matter in today’s online advertising. Never heard of Terry Heaton but I like him already. Nice post Terry. Death of the pageview has been talked about for some time by industry insiders. Certainly at PodTech we don’t see pageviews as a viable metric in ‘new media’. It’s about unique users and their activity (downloads/video views). Specifically community and influence are key variables in the ‘new algorithms’ that will define Search 2.0.
Some highlights from the post..
“If your web advertising strategy is built around page views, you’re going to have to find another way to sell. We’ve been saying this day would come for a long time, and today, The Wall St. Journal is reporting that Nielsen NetRatings will drop the page view as a metric to measure web traffic and instead rely more on time spent on a site. ComScore, according to the report, will also begin de-emphasizing page views.
[…]as the technology that publishers use to deliver content to the user moves away from static, reloaded pages to be more streamlined content-e.g. online videos- the page view is becoming a less relevant gauge of where might be the best place to advertise online.”“Consequently advertisers will have to look at other metrics, such as time spent or visits, to see where their online ad pound might be best spent.”“Time covers all web environments and provides an accurate trend in a pre- and post- Web 2.0 world with the increasing use of new Internet technologies, such as
AJAX programming, and the changing way that people consume content.”“Advertisers will, however, need to be aware of the whole picture painted by the different metrics when looking to assess user engagement with a site – and the consequent ad opportunity.”