Adweek: Step Aside Pageviews: Media Buyers Are Demanding—and Receiving—More Granular Metrics From Publishers

Adweek looks at how media buyers in digital are seeking (and receiving) better metrics from publishers around audience, engagement, and more. Check out an excerpt from the piece below, featuring insights from Mindshare’s Frank Puma.


Branded content
Branded content can be effective, but it has to match what the audience wants to read, said Frank Puma, managing director of digital investment at Mindshare.

“To really create content that’s beneficial, there needs to be a reason to be there. And it has to feel authentic,” Puma said. “Our consumers are OK with advertising as long as it doesn’t pull a fast one over them.”

Proving outcomes
“We’re moving away from the era of exposure to the era of outcome,” said Lowenthal, who added he wants to know actual outcomes from a media buy, such as new account openings, hotel bookings or apparel sales. Lowenthal further predicts that advertisers will have to “retool their business model” to understand how media influenced the purchasing experience.

More digital publishers, such as The Daily Beast and Mic, are trying to understand, and measure, how content affects their audience, how those emotions make them feel about a particular brand or product and how those feelings drive actions.

Audience-specific demos
Impressions will always be part of the conversation, Puma said, adding they are important to track to “know you have an audience,” but publishers need to go a step further now and know who that audience is, where they’re coming from and what they’re reading, as well as be able to relay that information to media buyers.

Read the full piece on Adweek.