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Wednesday, Jul. 4, 2007 at 6:25 am

Advertising Struggles With Accountability & Speed

By Bryan Eisenberg
July 4th, 2007

Our offices are closed so expect lite posting today. However, “Engaging at Any Speed? Commercials Put to the Test” in the New York Times is a worthwhile read. Mr. Maltby takes the prize for defining a great new metric. ;-)

In time, he said, he hopes to shift NBC away from discussing advertisements based on eyeball counts to something incorporating physiological measures and engagement. But advertising executives said they plan to go only so far.

“I would say I’m not ready to jump on cost per perspiration,” said Mr. Maltby of MindShare.

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Comments (1)

  1. “So far, the findings have been just what NBC hoped: Judging from the biological reactions, the test subjects were just as engaged while watching fast-forwarded advertisements as….”

    Apparently this means I shouldn’t sweat it if most visitors spend less than three seconds looking at my home page.

    I guess web analytics really is dead. ;)

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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