OMTM stands for “one metric that matters.” Understanding the OMTM for a business is incredibly helpful in analyzing the impact of an initiative.
A collection of German publishers came together recently to create a pooled data set to help improve their ad targeting capabilities to be able to better compete against Facebook and Google. The CEO of the new platform had this to say – “Nobody is suffering more than publishers and sales houses in Germany, because they don’t have enough data, and their data silos will never be able to aggregate enough to come even close to Google and Facebook,” said Daniel Neuhaus, CEO of Emetriq. “Even now we’re pooling it; we’re still nowhere near but we’re getting closer in quality and quantity of data.”
He definitely deserves points for honesty. While I think this initiative makes 100% sense, I doubt it’ll do much to move the needle. And, it is easy to understand why when you understand “OMTM.” The OMTM for advertising is audience attention. The more time the audience spends on a platform, the better the advertising potential. The amount of time users spend on Facebook and its properties is only increasing. Couple this engagement with the increase in the number of daily active users on these properties and you begin to see why Facebook is being touted the killer of journalist business models. Google, on the other hand, benefits from being the perfect spot for direct ads as these depend on intent. If a user is searching for car dealerships in their town, it is likely they’re shopping for a car. In both these cases, the key is audience attention. Data helps. But, it is just the by product of a good product.
So, what should publishers do to really compete? Get better. Provide better, sticky content that will drive German consumers to their websites and have them stay longer. They need the sort of content that will encourage their audience to by-pass Google and Facebook and show up directly. Do that and the pooled data set will pay dividends. Else, it will just be a case of too little, too late.