Video (and Ajax) killed the page view star

The all important 'page view' as measurement is apparently dead. Nielsen/Netratings have officially announced that user sessions and interaction carry more relevance. The decision brings to an end a year-long debate about the validity of the metric. The cause? Richer experiences brought about by online video, user controlled content and technologies such as AJAX mean users spend more time on fewer pages. Less page views mean loss of ad revenue for many sites. BUT...is it necessarily a loss? In our view, it means marketers have a greater need (and opportunity) to provide more engaging brand experiences. Better engagement means happier users. Happier users can mean advocacy. Everyone wins. Just means we'll have to find a way to measure this new-found happiness now.

Posted by: Raj at Icky Thump time on Wednesday, 11th July 2007