Home » advertising effectiveness
Category: advertising effectiveness
Measure Online Display Ad Effectiveness to Determine Full Effect of Campaign
The problem with the use of click-through rates as the sole measure of online display advertising effectiveness is that CTR ignores a host of other ‘view-thru’ advertising effectiveness measures that impact roi, including recall, purchase intent, awareness, etc.
A recent ComScore post reflects the opinion of many online publishers, advertisers and agencies, by asserting that display ad effectiveness measurement should consider view-thru metrics that provide marketers with “an understanding of what consumers are doing, not just saying, in the days and weeks after seeing display ads, and have an understanding of the volume of search activity that is being driven by ad exposure.”
Certainly CTR can be useful, such as comparing the performance of creative executions. But the value of the CTR metric has been overemphasized by some online ad sellers seeking to grab spend from traditional media by emphasizing the performance and interactivity of online advertising. And let’s face it – for advertisers hungry for proof of roi, CTR is easy to understand, even if it doesn’t tell the whole story. It’s easy to see how online advertising has become a one-click pony. Sorry.
What’s a marketer to do? For advertisers that can afford it, there are plenty of custom research options to help them analyze the effectiveness of their display ad campaigns. Or, if you run display advertising campaigns on the Google Content Network you can utilize their “View-through conversion reporting” to measure how well your compaign increased brand awareness and purchase consideration, in “those instances where your ad is seen, but not immediately clicked on. More specifically, View-through Conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated.”
Google also offers advertisers access to Campaign Insights , “a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.” Campaign Insights compares two data sets from thousands of consumers who both did and did not see the ads, while also filtering out the impact of other media influences, such as TV.
Analyzing online display advertising beyond clicks makes sense for advertisers who want to build sustainable revenue and brands.
Consumers realize advertising “pays the bills for much of the content they enjoy -- and, for that matter, that it helps the economy to function." Those are among the findings of a newly released global survey by Nielsen.
Nielsen recently surveyed over 25,000 consumers online across more than 50 markets from Europe, Asia Pacific, the Americas and the Middle East on their attitudes toward trust, value and engagement of advertisement. You can download the report here.
When making purchasing decisions, 37% of American adults find television commercials more helpful than other types of advertising, according to a new Harris Poll.
17% say newspaper ads are most useful, and 14% say the same about internet search ads. Radio (3%) and internet banner ads (1%) were mentioned by the fewest people. 28% say no ads help them choose what products and services to buy. Source: The Harris Poll via The Daily Stat from Harvard Business Publishing
CMOs in an Epsilon survey say that “more often than not, the agencies of record performed only adequately, or even below standards.” Agencies received the highest marks for communication (27%), knowledge of their business (24%) and client service (23%) but got low marks on price (9%) and return on investment (12%). Marketing Charts 2/11/09
Subscribe to Brandeo’s free weekly newsletter or RSS feed
A Rasmussen poll finds that 51% of U.S. consumers say they won't buy a car from an auto maker that is in Chapter 11 bankruptcy reorganization. Thirty-one percent said they’d be okay with it, while18% said they weren’t sure. Phoenix Business Journal 12/13/08
What are the most effective means of reaching consumers in social media spaces? A report from Netpop Research, “Social Networkers U.S., Who They Are And What They Mean for Next-Generation Online Advertising” provides trending data showing the growth of social networking users since 2006, including a comparison of social networkers to non-social media users, and categorization of broadband users segments. While now is not the best time for marketers who haven’t used social network advertising to experiment with (during challenging economic times it’s best to stick with proven ROI), the report provides useful insights on social media users. Download the report, free until 1/31/09. Clickz 12/12/08
Nearly 30% of online adults will immediately leave a website if they perceive it to be cluttered with ads, and more than 75% of those who remain on cluttered sites pay less attention to the ads there says a study from Burst Media. Marketing Charts, 12/11/08
The financial crisis has spawned a new generation of mattress stuffers, aka New Mattress Stuffers, boomers “who have lost their faith in the housing market, the stock market, their bank, their big corporate employer, their auto company, and their last president,” and they’re waiting for the next shoe to drop. The new mattress stuffers are trying to create “safe havens” by investing in U.S. Mint gold coins, purchasing safes, vaults and guns, and eschewing plastic for cash. Wall Street Journal 12/10/08
Retailers can help consumers make a decision, and prevent the loss of a sale by introducing “decoys, loss leaders, or other products similar to the ones they really want to market.” When consumers are trying to choose between two highly desirable options, its easier for them to make a decision when a third, less desirable option is introduced, according to research conducted by Akshay Rao, marketing professor at the
University of Minnesota's Carlson School of Management. Using the example of a consumer trying to choose between two attractive sweaters, adding a third, less attractive sweater serves as a “’decoy’” that makes the other sweater appear more pleasing than before.” Science Daily 12/14/08
University of Minnesota (2008, December 14). Inside The Consumer Mind: Brain Scans Reveal Choice Mechanism. ScienceDaily. Retrieved December 13, 2008, from http://www.sciencedaily.com /releases/2008/12/081211141846.htm
53% of American Adults age 18 and older play video games while four out of five (21%) young adults play. Not surprisingly, the biggest players are teens; a staggering 97% of teens play video games. Obtain a PDF of the report. Pew Internet and American Life Project 12/07/08.
Subscribe to Brandeo’s free weekly newsletter or RSS feed
The Wall Street Journal’s expanded general news coverage and new lifestyle magazine are attracting wealthy consumers and enabling them to increase retailer advertising at The New York Time’s expense says Bloomberg.com. Both the WSJ and The Times are competing for luxury market advertising, expected to shrink next year by 7% to $150 billion. Bloomberg.com 11/21/08.
Nielsen Media Research plans to measure radio audiences in 50 small and medium markets for Cumulus Radio, but has their sights set on challenging market leader Arbitron for the entire market. The endeavor has raised questions about the need for a second radio ratings source, a diary-based system that doesn’t capture all audio channels on line or on satellite, versus an electronic one that provides more “granular data.” Mediaweek 11/24/08.
RadioAds.com, a bare bones website that provides radio listeners with info from ads they hear on the radio, launches Nov. 27. The service is free to advertisers who register, and will be accessible from computer Web browsers and Web-enabled mobile devices. BtoB Magazine, 11/21/08.
Subscribe to Brandeo’s free weekly newsletter or RSS feed
A soon-to-be-published study demonstrates that brand logos displayed by others - such as the Polo (RL) logo on a shirt, or the Dasani logo on a bottle of water - can impact consumer choices, even if worn by strangers and even if the consumer isn’t conscious of having seen it. Via The New York Times.
Subscribe to Brandeo’s free weekly newsletter or RSS feed
California-based research firm, Integrated Media Measurement (IMMI), offers cross-media, cross-campaign advertising effectiveness measurement by using a consumer’s cellphone to measure exposure to television, radio, computers, mobile phones, DVDs and movie theater advertising. The technology enables marketers to assess the cumulative effect of a campaign, rather than each medium singly, to help evaluate marketing efforts. The WSJ says IMMI customers include movie studios and broadcast networks such as NBC Universal, owned by General Electric Co. (GE) and ABC, owned by Walt Disney (DIS).
Subscribe to Brandeo’s free weekly newsletter or RSS feed
Browse terms related to online marketing, or;
Use the search box at the top of the left sidebar
