2 responses

  1. Doug Cleek
    March 2, 2011

    You make a good point about distinguishing between impressions in the browser as just rendered in the browser. A rendered impression doesn’t mean it was successful brand impression. In the traditional display banner/publishing world, there is a term called “inattentional blindness.”

    To tackle this, the IAB has just released some new guidelines and recommendations for bigger, better ads for publishers and agencies who are also grappling with this issue. They say the newer, formats are designed to attract more ad dollars, but I suspect it has more to do with trying to disrupt viewers and get them to pay attention, which can lead to the same desired goal.

    Scanning posts seems to be the norm in FB. Your traffic discrepancies are perhaps normal in most cases. Fans are on a different mission and possibly suffering from the same affliction. Motivating them to take action is the challenge.

  2. Lena
    March 17, 2011

    Great article! Agreed. You want to see ‘action’ from your readers, not just ‘feel good fluff’ when interpreting the data.

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