A new ad-tracking tool makes it easier to quantify the value of an ad when someone shares it with friends.
Most media planners and buyers intuitively know that the ad placements they plan and purchase for their advertisers have a ripple effect. A user who may click on an ad ends up passing along the link to the destination page to other users who've never viewed the ad. This sharing of links generates an X factor of pass-along value to the advertiser that -- to this point -- really hasn't been easy to quantify. Now a new company, Meteor Solutions, has developed a technology platform that allows media teams to connect the performance of paid media with the "organic lift" that occurs by word-of-mouth.
How Meteor Works
Because of the cookie, Meteor can identify that a visitor to the appended URL is not the original visitor. This second visitor is cookied and assigned another new unique ID and appended URL -- and so on and so on for each new visitor to the site.
Conversion actions generated by these shared URLs are also tracked. Meteor then generates "sharing graphs" from these visits and conversions in a dashboard.
Meteor Tracker can help shed light on some of the unaccountable "no referrer" source in Web analytics that typically dominates all sources. Meteor has found that approximately 20 percent of inbound no referrer traffic actually comes from shared links.
Implications for Media Planners
Agencies can utilize Meteor Tracker in a number of ways:
In a time when advertisers want to see their ad dollars being put to the most effective use, Meteor's solution can help give media planners an edge.
Hollis is off today. This column was originally published Feb. 10, 2009 on ClickZ.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT