|
If a tree a tree falls in the forest and no one is there to hear
it, does it make any noise? Or, reworded for this audience: When
a banner ad is served and no one clicks on it, does it have any
effect?
Until recently, the answer would be a collective shrug. But with
strides in the ad serving arena happening on a weekly basis, a number
of firms have released tools that now capture the true return on
investment when measuring brand effect on the Internet.
What Exactly An Advertiser Measures ...
People believe that about one in every 100 ads are clicked on
(a number which is actually closer to three) and either lead to
a sale or not. The question then becomes: What happened to the other
99 ad views, or impressions, that were purchased? Most ads are seen
and never acted on in any capacity. But
Say That Again...?
Let's say you go to a site, you see a banner ad for a product
that may interest you, but you don't feel like clicking on it. The
next day you are back on the Net and you decide that you want to
buy that product you saw in the banner ad. So you type in the URL,
go to the site, and buy the product.
|
|
Today, this brand effect is measurable. An advertiser can now attribute
the sale of a product of a specific ad served that was never clicked
on.
Expanding Your ROI Analysis...
In the past, conversion rates of sales from click-throughs were
the single factor in determining the success or failure of your
Internet advertising return on investment. Today, a new conversion
model is being instituted. Not only can we be concerned with sales
from clicks, but also sales from ad views.
So Let's Not Get Out Of Hand...
Of course in and ad is viewed, not clicked on for two months, and
then that same person visits the site and purchases the product,
the sale should not be attributed to the brand effect of the ad
served. Shelf life for any ad program must be taken into account.
A tight timeframe must be decided on when implementing a brand effect
measurement program. Giving undue credit to any ad campaign will
only hurt the overall ROI model.
What Effect Will This Have...
The greatest effect will be the further justification of the ad
dollar being spent online. It will allow marketing directors, media
planners, and anyone else who is accountable for the performance
of Internet based ad plans to claim a greater stake in the number
of product slales resulting from dollars spent in online advertising.
|
