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May 6, 2008

Calculate the Value of a Widget -- in a Widget

Thank DoubleClick for this nifty tool: a widget that calculates the value of a widget.

DoubleClick%20Widget%20Calculator.jpg

Google's Ari Paparo, previously DoubleClick's VP, advertiser products, brought it to marketers' attention yesterday at IAB's digital video leadership forum. He participated on the panel, "Format Wars No More."

When asked if brands will start tracking mentions on Twitter, Ning, and other social applications, Paparo pointed out that tracking is fairly easy to do.

But assigning value to that chatter is tough. Paparo likened it to attending a party, picking up business cards, and then trying to attach a dollar value to that experience.

Sounds like a good candidate for another widget calculator.

Posted by Anna Maria Virzi at May 6, 2008 7:55 AM

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Comments

Placing a tangible value to word-of-mouth marketing has for too long been an elusive dream.

Advertisers are desperate to break into a conversation afforded by social media, but sticking ads against personal pages is not going to cut it, we need to grass roots infiltrate and then measure the viral effect.

Brand effectiveness should not be measured by a response metric (i.e. click) and ROI should be seen more in terms of qualified reach as opposed to conversions (i.e. purchase) – and in social networks, remember this is potential free media space. Where this could lead to on subsequent view of a brand’s advert is where the fun begins towards the conversion process.

Eyeblaster has an integrated solution that does just that – linking adverts with Gigya's widget tool on their platform and gives analysis to prove the case for extending advertiser reach from paid through earned channels in a single consolidated report for the agency.

Insights into word-of-mouth marketing? You can bet your bottom dollar advertisers are going to love it!

You should check out their blog on: http://creativezone.eyeblaster.com/Blog/?p=51

Dean Donaldson  May 13, 2008 10:49 AM


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