“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media.
Today’s column is written by Nikhil Sethi, who is co-founder/CEO Adaptly.
As we look at the emergence of social as a serious contender within a typical media buy, the marketplace is noticing an evolution of the medium rather than the creation of yet another new channel (e.g. video, mobile, etc.). Looking at the four seats of advertising we have our three traditional seats (Radio, TV, Print) and of significant importance in the past decade (Digital). Traditional media has always suffered from the untraceable nature of the beast, whereas Digital, by means of Display, and Search primarily has built itself on its trackable nature, put simply the ability to cookie.
And here comes Social.
Emerging truly as a digital vehicle (meaning it plays in the overarching web and mobile space), Social has presented itself as the FIFTH seat. It ignores most concepts that Digital has been born with. It plays kindly with the traditional metrics (clicks, impressions, CTR), but also embodies a very new idea around conversation, dialogue, and response metrics - creating value in an owned and earned media sense.
The game is not only about distribution anymore, it is now 1 part distribution, 2 parts
engagement.
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