Ajax forces rethink on web stats
Cory Bergman April 3rd, 2007
We’ve written about this a couple times before — Ajax improves the user experience by dynamically serving content without page loads, yet it decreases page views and ad impressions in the process. Many publishers are pushing for better ways to measure traffic and ad value. Now Nielsen//NetRatings is planning to publish a new “total time spent” metric with its June report, and the IAB plans to release its insight on the impact of Ajax in the next several weeks. Stay tuned, this issue is just heating up.
Adds Ed in comments: “We’ve decided here that the replacement for ‘pageview’ when determining ad delivery and metrics is ‘ontological state-change.’”
6 Comments Add your own
1. David Johnson | April 4th, 2007 at 8:15 am
yea! i’ve been waiting for this to happen since yahoo first launched the redesigned mail beta. this could be leveraged very successfully for broadcasters and people trying to create longer content experiences, chat events with higher interactivity, games, appointment driven events, and so on. creating business models for these types of experiences has been very challenging in the page view centric online ad market, so we’ve been focusing on short airplay types. it could go a long way to allowing us to create content to recapture and start rebuilding attention spans.
2. Ed | April 4th, 2007 at 9:20 am
We’ve decided here that the replacement for “Pageview” when determining ad delivery and metrics is “ontological state-change”. It’s exceptionally cromulant.
3. invitedmedia | April 4th, 2007 at 1:54 pm
this is a gift to station groups who want to take it.
typical users might spend 10-15 minutes a day on their local web channel.
how about creating a network of local web channels by simply linking your properties?
sure, i might not visit your boise channel often (unless there is a bumper crop of potatoes). but don’t underestimate the voyeuristic nature of “the audience”.
if they even clickon one link, that adds to the “total time spent”. and it’s content you are already generating.
NOTE: next class we’ll discuss how we’ll introduce geographically targeted ads to the mix, so that when i’m getting the “skin”ny on that bumper crop of spuds i’m getting served ads for my detroit area ford dealers. yes, no longer are out-of-market visitors unimportant.
4. invitedmedia | April 4th, 2007 at 2:13 pm
btw- “total time spent” is not an excuse to make pages load s-l-o-w-e-r.
5. Stu | April 4th, 2007 at 4:01 pm
We’ve discovered that a single AJAX request embiggens our Glendive, Montana affiliate, and thus the whole is greater than the sum of the parts… or something.
6. Vlajbert | April 7th, 2007 at 10:05 pm
How do you plan on geo targeting and how detailed to you think you can get? Firewalls/NATing totally screws up geo targeting. All AOL users come out of New York. Most Microsoft employees come out of Redmond. IBM employees come out of somewhere in CA.
When 80 percent of your traffic it between 10:00-14:00, AKA they’re at work, hmmm, “TV at Work” I believe the slogan was, geo targeting just out right sucks. Anyway, sponsorships are the way to go.
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