BBC Leads the way with online measurement tool
Following on from the previous post "RIP: Traditional Media" which talked about the challenges of evaluating online media, we can already see new tools and services springing up across the internet that give us some valuable insight into current trends.
The most recent of these new tools is the "BBC News Most Popular Now" feature which reveals which stories people are reading and e-mailing to their friends, which video clips they are watching, and how this changes minute-by-minute through the day. This had some interesting multimedia capabilities such as the world map which allows you to see which stories are generating the most interest in different regions of the world. By clicking on a continent for example you can automatically reorder the top 10 and this is captured in real time.
Whilst online tools like this are truly innovative they still don’t offer any real commercial value. Being able to review real time data may be of interest to journalists and editors on a given day but to media evaluators and companies looking to evaluate PR campaigns they lack the fundamental ability to review data retrospectively.
It’s truly a step forward in terms of what we can achieve with internet technology and it does give a more tangible form of measurement. But companies will still need to look to the major players in media evaluation to come up with a commercial solution that can deliver real results and truly measure the effectiveness of PR campaigns.
Just make sure you watch this space!
The most recent of these new tools is the "BBC News Most Popular Now" feature which reveals which stories people are reading and e-mailing to their friends, which video clips they are watching, and how this changes minute-by-minute through the day. This had some interesting multimedia capabilities such as the world map which allows you to see which stories are generating the most interest in different regions of the world. By clicking on a continent for example you can automatically reorder the top 10 and this is captured in real time.
Whilst online tools like this are truly innovative they still don’t offer any real commercial value. Being able to review real time data may be of interest to journalists and editors on a given day but to media evaluators and companies looking to evaluate PR campaigns they lack the fundamental ability to review data retrospectively.
It’s truly a step forward in terms of what we can achieve with internet technology and it does give a more tangible form of measurement. But companies will still need to look to the major players in media evaluation to come up with a commercial solution that can deliver real results and truly measure the effectiveness of PR campaigns.
Just make sure you watch this space!
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