What We Do vs. What We Say
I don’t always do what I say I’m going to do. Neither does anyone else. Humans are often not the best judges of their real desires, much less their real behavior. We say we want healthier options when we dine out, but when we’re actually ordering, we go for fries over side salad. We say we want to read more, and then we watch Netflix instead.
For a long time, all marketers had to rely on was what people said they did. That’s OK for brand awareness or message recall, but if you’re interested in understanding how advertising drives foot traffic and sales, you’re measuring actions. And there is often a gap between what people say and what they do. (See: french fries versus side salad.)
Fortunately, things are different today. Mobile is in a great position and can measure what people actually do after they see or engage with an ad, and ignore what they say they do. That’s why measurement is such a crucial element of what we do at Millennial Media, and why we presented on the topic this week at Advertising Week.
One topic that came up during the panel was the issue of cost; many of these offline ROI studies are expensive. But what we must remember is that measurement allows for smarter ad buying decisions. So an investment in measurement is really an investment in your next media campaign. If an advertiser is innovative enough to include in-flight optimization, they can optimize their campaign dollars during the life of the campaign.
There was a time when data was created, but not captured, and then for a while the proliferation of data became too complex and confusing and resulted in analysis paralysis. Personally, I think we’re in a really good place when it comes to data collection and measurement today. It takes some time and effort to build a campaign, measure it, and analyze it, but it’s time well spent.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.