5 metrics that will soon fade away

Comments don’t reflect the quality of a piece of content, and TV is veering from its longstanding role to more of an Internet-hybrid role. Measurement focus must change, too.

What insights do you value? Here are the marketing metrics that are heading down the tubes:

Comments

With publisher platforms constantly changing the rules about comment quality and with spamming reaching epidemic levels, the number of comments a piece of content receives is becoming less and less relevant.

Sometimes the most insightful pieces will receive the fewest comments, while salacious and controversial content will receive high reception from viewers, readers, and trolls. Comments are no longer the indicator for success that they used to be.

Viewability

You might be asking yourself, “Why would viewability not be valued?” It is, and that’s the point.

That marketers even have to ask whether their ads will be viewable is ridiculous. The level of viewability is a metric that will soon die off, because it will be considered a given that your ads are viewable.

Marketers are sick of asking this basic question. If you are paying for an ad, it should be viewable. Otherwise, why are you paying for it? Marketers are starting to see how silly things have been.

Click-through rate

It’s the metric that just won’t seem to die. The click-through rate has proven time and again to be at best an intermediate success metric and at worst an inaccurate snapshot into how well creative is converting sales.

Now, with the advent of mobile, the CTR is drifting into further irrelevance. “Fat finger” taps are producing an incredibly inflated mobile CTR, and even display ads on tablets/desktops are producing inaccurate results with bots and click fraud. The worst part is that even legitimate clicks are not indicative that a consumer is being led down the purchase funnel.

Skipped pre-roll rate

Marketers—especially video marketers—cringe when they look at the rate at which consumers skip their video pre-roll. They look at it as failure and indicative that their creative was not captivating in the first five seconds to grab the audience’s attention. Though this might be the case, it’s probably not.

Marketers are discovering that consumers skip pre-roll for one reason: Consumers don’t like advertising. It usually has nothing to do with the brand or video creative, so marketers are realizing it doesn’t signal a failure of the creative side. Video pre-roll is here to stay, and a certain large percentage of consumers will always skip it.

Traditional TV metrics

TV and digital are blending at an extremely fast rate. Soon, all new televisions will be smart TVs. They will not only have Internet connectivity, but will also relegate live viewing to a second or third screen.

TV is looking less traditional and more digital every day, so the metrics we use to measure both are going to dovetail soon. In the near future, marketers will be tracking a whole range of digital metrics on consumer TV sets. Traditional television metrics are about to get a digital makeover.

David Zaleski is senior media producer at iMediaConnection, where a version of this article first appeared.

COMMENT

Ragan.com Daily Headlines

Sign up to receive the latest articles from Ragan.com directly in your inbox.