| Pageviews vs. User Engagement |
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| Monday, 10 September 2007 | |||||
Internet rating agencies are developing new metrics that will take into account the newer technologies and the Web behaviour that accompanies them. For example, embedded content on Yahoo's homepage gets users to spend more time there. That means fewer page views for Yahoo and others with embedded content, but it also means a lot more user engagement. It’s argued the Internet doesn’t get enough credit for leading consumers to a purchase. Most products are purchased offline, but a lot of the research consumers do that lead to purchases are done online. TV advertisements are solely aimed at raising brand awareness. There aren’t many good reasons why they aren’t replaced with an Internet campaign, that delivers visits higher than any primetime TV audience. Mass media are a blunt instrument, and the Internet has the possibility to rise above being just an impression delivery service. The key thing to know is how people engage with ads. But as consumers aren't very good at recalling their online behaviour, surveys are an imprecise tool to measure effectiveness. It’s certainly true however, that it’s time to stop thinking about page views, as they don't tie to engagement. Looking ahead, the real measurement mystery is mobile. Internet activity will certainly undergo a shift towards mobile devices. There is no real way of measuring user engagement on mobile devices. The biggest problem here are the carriers, who are very worried about hanging onto their customers and don't want to allow too many things that might be considered a nuisance. Finding a way of measuring effectiveness, taking engagement into account, will definitely be a challenge.
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