Here are my thoughts on chapter 4 in Always On. This was actually the chapter I found most interesting. I had thought alot about how marketing was changing as it moved away from TV but hadn't thought about how TV advertising was also changing.
I am interested in the Google Pay for Performance in that it seems more fair, but harder to predict. It also seems like too many metrics for measuring make it impossible to compare performance.
I hadn't thought about engagement in relation to TV and was curious as to where the responsibility will fall. If evidence is found that watchers aren't engaged in adds during a specific show, is the responsibility on the broadcaster to reduce the cost or on the advertiser to create an engaging add? Also, who drops who when its not working out?
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You're right about there being "too many metrics." When there are many alternative measures like this, it means that the right ones have not been discoverd. Eventually, the market will sort these out and accepted standards will prevail. Meanwhile, it's like the Wild West.
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