ATS Internet Trends » display ad

Deep Brand Engagement Creates Customers

Andrej Somrak — Wed, 18 Nov 2009 19:36:36 +0000

The power of online brand interaction is not to be denied: A solid majority of connected consumers have had their opinion of a brand swayed, either positively or negatively, by an online experience. And more than 97% said that experience influenced whether they purchased a product or service from that brand.

An impressive 64% of connected consumers told they had made their first purchase from a brand because of a digital experience—be it a Website, microsite, mobile coupon or e-mail. And friending, following and content creation spurred upticks across the marketing funnel—from raising awareness to consideration, purchase and recommendations to friends.

Source: eMarketer

The IAB Click Measurement Guidelines

Andrej Somrak — Wed, 18 Nov 2009 19:26:20 +0000

I just discovered that that The IAB Click Measurement Guidelines Version 1.0 was released on May 12, 2009. That’s right, I said May, 2009. Yet, the first clickable internet ad appeared way back in 1993 and the first banner ad, bought by AT&T and appearing on HotWired, appeared just a year later. With this major lag in measurement standards, is there any wonder why it’s been hard for the interactive marketing industry to gain credibility?

Source: IAB

Does the click rate matters in online campaigns?

Andrej Somrak — Sun, 09 Aug 2009 19:25:56 +0000

“Get rid of the click as the de facto standard to measure the success of an online campaign. It’s outdated and doesn’t represent real success. So says Gian Fulgoni, chairman and co-founder of comScore, at the MediaPost OMMA Metrics & Measurement conference in San Francisco, Calif., Friday.”

This is an excerpt from an article with which I absolutely agree. In online campaigns it is very easy to measure clicks, but this not represent if campaign is successful or not. CTR has dropped to 0,1% which is not much, but studies show that online advertising if effective for branding and sales. Display ads also help search advertising succeed and vice versa.

“Several comScore studies have confirmed that online campaigns drive offline sales, according to Fulgoni. In the first study, comScore took four categories, 53 brands and 200 of the most trafficked sites. The company looked at people exposed to display advertising and what they did in the month following. Findings reveal that 18% searched on the brand advertised and 29% went to the advertisers’ sites. Consumers who were exposed to the display advertising spent 55% more time than the average visitors to these sites the next month. The rise in time spent is matched by a similar increase in page views — about 51%.”

Source: MediaPost