iMediaConnection: DraftDigital's Jeff Cannon
In this interview, Jeff Cannon offers up some smart advice on approaching the emerging areas of online planning and metrics: dayparting and reach and frequency. In other words, don't be too quick to adopt anything or we'll end up in another inescapable world of "banner-like" metrics.
iMedia Connection: Are most of your clients taking advantage of day-parting or is this perhaps more hype, than hope?
Cannon: Day-parting and reach and frequency are obviously key. They help our clients understand the medium by comparing it to something they know — television. We've already taken day-parting into account in the way we run our e-mails, and advertising, but we're still some distance from implementing solid strategies around it. I think the whole industry needs to take baby-steps on these things, and following to see if they are metrics that can be applied successfully. At this time, we're not necessarily seeing a pattern that promotes day-parting or the value of paying a premium for day-parting. We'll continue trying different approaches to this, and once we see some quantifiable results we'll move in that direction.
