Capitalizing on 'Web Site Engagement' is Key to Improving Online Marketing Programs, According to Nielsen//NetRatings Study.NEW YORK New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of -- Study, Commissioned by the Digital Marketing Conference & Expo, Shows Need to Focus on Engagement Metric of Web Site Visitors Online visitors are becoming more intensely engaged in the Web sites they visit, even as the number of new Internet See Web 2.0 and Internet2. users in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. has reached a plateau, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a new Nielsen//NetRatings study commissioned by the Digital Marketing Conference & Expo. The study shows that during the past decade, when the online industry experienced major changes, one metric has been overlooked by marketers in the pursuit to quantify the efficacy, cost and complexity of online advertising - engagement. The study, "Integrated Interactive Marketing: Quantifying the Evolution of Online Engagement," was released today at the Digital Marketing Conference & Expo, a new interactive marketing conference focusing on the high-end tactical and strategic needs of brand marketing executives at the world's largest companies. The study delineates methods for quantifying interactive brand marketing for large brands - along with real-world examples and case studies. The findings show that smart marketers look to online engagement as a definitive metric for the industry. Engagement, which compares growth in unique visitors A count of how many different people access a Web site. For example, if a user leaves and comes back to the site five times during the measurement period, that person is counted as one unique visitor, but would count as five "user sessions. to growth in Web pages consumed per person, is rising and becoming a defining development for the medium in 2005. "There is little evidence to substantiate To establish the existence or truth of a particular fact through the use of competent evidence; to verify. For example, an Eyewitness might be called by a party to a lawsuit to substantiate that party's testimony. that changes in technology translate into changes in human nature," said Charles Buchwalter, vice president, Analytics, Nielsen//NetRatings. "Technology comes and goes, but for as long as media has been consumed, engagement has truly been the prerequisite of success." "Three key tactics to capturing consumer engagement are to align with the audience's passion, aggregate 'tribes' of like-minded people and allow them to network, and build a faster, more efficient and easier to use mousetrap," Buchwalter said. "These developments have had a profound impact on the advertising business, including how space is bought and sold, how ads are created and how marketers evaluate effectiveness. Online advertising today is rebounding and the migration of audiences from other media has become more and more compelling to traditional advertisers," he said. The study shows that while time spent is a good indicator of online engagement, as broadband penetration increases, time spent becomes less reliable as users are able to do more online in less time. Alternatively, web pages consumed per person during a given month is an excellent indicator of online engagement. Specific data shown within the study include: --Over the last year the gap between growth in unique visitors and growth in Web pages consumed is staggering. Unique visitors declined by four percent while Web pages per person increased two percent for a gap of six percent overall. However, engagement statistics vary significantly by category. --One category that has seen compelling empirical evidence of increasing audience engagement is education and career sites. As a group, Web pages consumed per person increased 72 percent over the last year with the 10 sites studied, while the number of unique visitors decreased by 10 percent. The sites studied represent a spectrum of education institutions, public and private (including Columbia University, Virginia Tech and Florida State), as well as collegeboard.com, one of the leading college admission information sites, and blackboard (1) See Blackboard Learning System. (2) The traditional classroom presentation board that is written on with chalk and erased with a felt pad. Although originally black, "white" boards and colored chalks are also used. .com, a leader in the elearning/distance learning phenomenon. --Of 10 news & information sites studied, including the Drudge Report The Drudge Report is a U.S.-based opinion website run by Matt Drudge. The site consists primarily of links to stories from the US and international mainstream media about politics, entertainment, and current events as well as links to many popular columnists. , Milwaukee Journal Sentinel The Milwaukee Journal Sentinel is a daily morning broadsheet printed in Milwaukee, Wisconsin, USA. It is the primary newspaper in Milwaukee, the largest newspaper in Wisconsin and is distributed widely throughout the state. , Knight Ridder
Knight Ridder (IPA: /ˈrɪdɚ/) was an American media company, specializing in newspaper and Internet publishing. Digital and MSNBC MSNBC Microsoft/National Broadcasting Company , the year-over-year growth in Web page consumption showed 27 percent growth while the number of unique visitors declined by eight percent. --In the financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. category, the number of pages per person grew by 29 percent while the number of unique visitors declined by 10 percent. The complete Nielsen//NetRatings report will be made available only to Digital Marketing Conference & Expo participants at a special session led by Mr. Buchwalter on Wednesday, April 20 at 9:00 A.M. The Digital Marketing Conference (www.digitalmarketingexpo.com) is presented by VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User Expositions, a leading trade conference producer, and draws on the broad industry knowledge of Brandweek, Adweek and Mediaweek magazines, together with the real-world metrics metrics Managed care A popular term for standards by which the quality of a product, service, or outcome of a particular form of Pt management is evaluated. See TQM. and analysis of Nielsen//NetRatings. About Nielsen//NetRatings Nielsen//NetRatings, a service provided by NetRatings, Inc. (Nasdaq: NTRT), is the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence with its NetView, AdRelevance, @Plan, WebRF, MegaPanel and SiteCensus services. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For more information, please visit www.nielsen-netratings.com. About VNU Expositions VNU Expositions produces over 50 business-to-business trade shows and educational conferences in conjunction with VNU Business Media publications and key industry associations. VNU Expositions, Inc. is a VNU Business Media, Inc. company. VNU Business Media publishes trade magazines through VNU Business Publications, USA and is a leader in business-to-business electronic media through VNU eMedia & Information Marketing, which focuses on Internet strategies and development and e-business. |
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