Digital Advertising - forget about the Click as a measure.

 

I have been doing a lot of reading on measuring digital advertising recently.  The "Click" measurement has always bothered me as it doesn't reveal much about how the "clicker" feels about the brand or even if they are truly engaging in a brand experience.  Joe Nguyen, Vice President of comScore for Southeat Asia, provided some alternatives to how digital advertising should work and be measured:

Digital Advertising: What to Remember and Forget About the Click

• Clicks on display ads are a misleading metric, and one should only use clicks for direct response ad campaigns (or search).
• Clicks do not reveal information on brand building. Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads.
• Click-through rates continue to decrease as more content is created and more advertising inventory is available.
• The majority of clicks come from a small percentage of the total population. One of our company studies found that heavy and moderate clickers only represent a combined 8 percent of the U.S. Internet population, yet they account for about 85 percent of all click-throughs.
• Clicks are not the right metric to use for measuring online branding. Better metrics such as ‘reach and frequency’ help establish online media on the same playing field as traditional media to provide continuity in planning.
• Although it might be coined ‘the most measurable medium’, brands need to understand what metrics (and there are many!) are important in measuring their digital success.

Pernod Ricard Japan picks Isobar as digital AOR for Chivas Regal

Isobar Japan has scooped Chivas Regal’s digital agency-of-record contract following a pitch called in August which also involved incumbent Euro RSCG. 

Although the monitored digital spend for Chivas was only about US124,000 July 2009 to June 2010. I really think Isobar has an opportunity to "uplift the luxury, authentic and prestigious brand image of Chivas Regal in Japan."  It's a brand with over 200 years of history, so certainly going back to it's roots and providing some historical perspective in the digital campaign would do well to interest the Japanese consumer - who do love the "history" of a brand.  Tie that up with some good on-and off-trade activity, events and PR; and they can compete with the "whisky high-ball" boom we are now seeing in Japan.