Kudos to TubeMogul for their new marketplace but…
Earlier this week, Tubemogul released a new piece of functionality called Marketplace, in their own words, a dating site for video producers and advertisers. We love the simplicity of their interface showing a list of ranked producers and a simple search box to filter them.
The accuracy of the information provided is quite limited at this stage but it’s a good starting point they can expand from.
Our one concern about this effort is the fact that it gives the false sense that “View Count” is the sole measure of the performance of these producers. The reality is much more complex and the data required to truly measure video producers’ (or any other web content producers’ for that matter) performance much more diverse, View Count being one of the many pieces of data needed.
The reason why we want to drive this point home is because it is important for marketers to start thinking differently about performance metrics and the focus of View Count reinforces the (mis)perception that new media can be treated the same as old media, by looking at viewership for shows.
New media, and social media especially, are quite different in that respect and limiting performance measurment to this concept of viewership really missing the boat of what social media is about: participatory audiences.
At Traackr, we have embraced the richness of the data and its complexity from the start of our venture (and have grown a few white hair because of it since then). For that reason, we are measuring content producers’ performance along 3 separate axes: popularity (how many people view my stuff), buzz (how many people talk about my stuff), and reach (how far does something I say can travel). Each of these axes is composed of a wide spectrum of data sets that get normalized and aggregated across sites we track.
We’re working on making all of our geeky stuff more sexy to our audience. So stay tuned!
September 8th, 2008 at 4:47 pm
Thanks for the review! We are developing getting more sophisticated data into the Marketplace but wanted to go live to the world to start getting feedback on what that might look like.