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IAMCI - Industry Index for Internet Advertisers

Today, work on the formation of the IAMCI index has ended. Tsiferki, examples of use, all this will be literally the other day; The following text is an announcement from which, probably, it is not enough clear what exactly happened, but it is relatively clear what exactly was being done. And someone does not understand, I guess. Of course, by the end of the week there will be examples of using the index - everything will be much clearer. Yes, not to forget to say. The IAMCI index for October is 4193.06.



The tasks that we faced come from a simple set of problems.



1. Pricing on individual advertising sites occurs spontaneously, with some reference to the current situation, but on the whole is chaotic. Pricing for a new player, especially if he claims to have a certain market share, is written in many ways from the ceiling and has big problems in defending his position in front of the investor. In this case, overestimation or underestimation of projects can result in significant problems.

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2. Agencies involved in online advertising do not have the opportunity to argue the choice of media positions to the customer, referring to some data independent of them, which leads to a chaotic change in the initial plan by the customer. The lack of arguments and research base in the customer creates a feeling of "shamanism" or, worse, affiliate choice.



3. Customers do not have the opportunity to evaluate the media plans offered to them other than on the basis of their own emotional sensations, which ultimately leads to the fact that, for example, in a tender situation, media plans are accepted that the customer seems to be profitable, but in fact may not be so.



Until today, there was no tool in our market that would allow us to track the general trends of the main indicators of the industry and which would allow us to evaluate and compare individual promotional offers, which is not possible in a normal situation due to their heterogeneity.



On the other hand, there were no tools on the market that would allow anything to be said about market trends in general. All we have is a relatively consistent, expert assessments and a general intuitive understanding of the main players. It is possible to use this data in media planning, and, sometimes more fundamentally, in protecting media projects, but extremely awkwardly.



On the third hand, we wanted to have a research tool, the results of which would have had independent value for the market.



IAMCI - Internet Advertising Market Cost Index (read as YMSI) is calculated as a summary measure for a selected list of sites, which is calculated from the following indicators:

Source: https://habr.com/ru/post/4686/



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