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Monday
Feb192007

Connection Beats Page Views

Here's a great article by AdWeek's Cathy Taylor on the value of engagement vs. raw page views and click-throughs:

 

 

Measured by statistics such as page views, the biggest social-networking sites certainly rival the longtime biggest sites on the Web. But a closer look at their traffic shows that, in fact, they differ markedly from their older competitors. Unique audiences are smaller, and the number of page views per person—especially among the youth demographic that accounts for most of the traffic on sites such as MySpace and Facebook—tends to be much higher. So, while social media rewrites rules of content creation and distribution, it is also poised to revise the analysis around which metrics are important when evaluating advertising properties, as well as what constitutes a successful ad unit.

[tags]Media, Online Media, Advertising, Online Advertising, Page Views, Metrics, Unique Visitors, Media Buying, Advertising Agencies, Engagement, Audience Measurement, Analysis, AdWeek, Social Networks, MySpace, Gather, Yahoo, Burger King, FaceBook, Gather.com, Nielsen, Fox Interactive Media, Tacoda[/tags]

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Reader Comments (2)

John-

I am working on the business plan for a startup. I am trying to provide comparions between the possible performance of the startup and existing publicly held companies. The metrics that I have found useful are gross online revenue per visitor and also net income per visitor. So far I have been able to accomplish this, that is , i have good data for Bankrate (RATE). I dont have an account at Media Metrix or at Nielsen Netratings. Do you have any ideas on how I might be able to obtain this data, that is, the unique visitors data short of establishing an account with them?

February 23, 2007 | Unregistered CommenterGreg Wilde

Hi, Greg.

Unless you've budgeted for a Media Metrix or Nielsen NetRatings account, they can be pretty expensive, especially for only occasional use.

If ballpark figures will work for you, try comparing data from Alexa.com, Compete.com and Quantcast.com.

Hope that helps.

-jf.

February 23, 2007 | Unregistered Commenterjf

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