The above video interview is from the Advertising Research Foundation Audience Measurement conference.
Sebastian Fernandez, Senior Manager of Ad Effectiveness at Yahoo!, spoke to us about behavioral metics at the Audience Measurement Conference. This new breed of metrics includes click-throughs on web pages, search lifts, and site visitation.
The nice thing about behavioral metrics is that they are seamlessly gathered from user behavior–instead of a self-reported survey. Surveys are disruptive to the user experience and can negatively effect the results.
Although behavioral metrics are great for some cases, they do come with their problems. For instance, one of the important questions surrounding these metrics is whether can they be compared to traditional metrics? Although people want to believe in the effectiveness of these measurements, others are not convinced and say that it’s like comparing apples to oranges.
Fernandez reminded us that although behavioral metrics pointed out some important correlations between ad exposure and internet searches, they cannot be used to judge everything. The research continues for a better understanding of what behavioral metrics measure and how much to trust them.