New Masters Of Measurement
Move over, Nielsen/NetRatings and ComScore – a new crop of measurement services with names such as Quantcast, Compete and Alexa have popped up, vying to provide quick and free data on a larger swath of sites. While it’s unlikely the two web-measurement giants will be unseated anytime soon, but unlike in other media, where multiple measurement companies have eventually been whittled down to one dominant player, some advertisers are cautiously welcoming the multiple audience measurement options available online. “Where ComScore and Nielsen fall down particularly is in tracking small sites,” said Harry Case, director-analytics, MindShare Interaction. He cites the example of a pharmaceutical marketer looking for condition-specific sites: “Often only two or three condition-specific sites are picked up by the syndicated research services [Nielsen/NetRatings and ComScore]. If you’re talking about trying to put together a plan for high blood pressure, it is almost impossible to understand the demographics of those sites, so we have to resort to other information.” More in AdAge.