2 - Current Practice Archives

Masters Current Practice.

A look into new Dwell metrics required to satisfy Digital Display Advertising.

Online Display: The demise of Click, the rise of Dwell

"Online Display: The demise of Click, the rise of Dwell" is a study into measuring the intrinsic value of online display media and investigation to the nature of advertising and consumer engagement in general. The document is based around a calculated argument for shifting away from historic response-based metrics into a more natural measurement of consumer stimulation.

By deandonaldson|2016-11-23T14:47:45+00:00August 14th, 2009|2 - Current Practice, Advertising Technology, Brand Building, Measurement|1 Comment

BadMen – mature thinking needed in Digital Advertising

The last 24 hours I have been presenting some new global data findings to various members of the industry press; namely do people “see” and “like” ads online – and is there a way of measuring this in better ways then the archaic concept of ‘click thru’ in relation to display advertising. I mentioned that [...]

By deandonaldson|2016-11-23T14:47:16+00:00May 22nd, 2009|2 - Current Practice, Brand Building, Creativity, Cross-channel, Measurement, Mobile, Outdoor / Out-of-home, TV / Web TV / IPTV|6 Comments

Let’s get engaged

When I was a teenager I remember some girls at school sporting rings to show they were engaged. They had no real intention of getting married, despite their starry eyed dreams of one day being a princess; engagement was merely to offer some kind of handle to their insecurity as opposed to any real mature [...]

By deandonaldson|2016-10-12T20:46:12+01:00May 14th, 2008|2 - Current Practice, Advertising Technology, Measurement|0 Comments

Has digital advertising reached a plateau?

Having spent time looking at some of the key moments and influencers in the development of the online advertising business, what strikes me from my own personal observation and reflections on the industry is the plateau I feel we have reached right now. Oh yes, I appreciate the growth of e-commerce and the public in [...]

By deandonaldson|2016-10-12T20:46:13+01:00February 4th, 2008|2 - Current Practice, Advertising Technology, Brand Building, Measurement|0 Comments