Accountability and more effective display ad analytics
One of the recurring themes at the Advertising Week events in New York is that advertisers want more accountability from their online marketing spend. "Impressions and clicks aren't doing anybody a favor," is how the chief revenue officer at Facebook, Mike Murphy, put it to AdWeek regarding the effectiveness of online advertising.
More than anything, display advertisers want to optimize their campaigns and reduce waste. Display advertisers want an experience as close as possible to the notion of the true ad view. Do the ad analytics currently tell the whole story? "Right now people spend all this money on online display ads, but they don't know how effective it is," said Steve O'Brien, vice president of sales and marketing ofClickForensics. "[They want to] determine which portions of the campaign ... have the most lift."
Some of the questions display advertisers want answers to involve audience verification: Are their ads reaching the target audience? Some of the questions involve attribution: Where did that click come from? Further: What pages did the viewer land on? How did they get there? Did they come back? These are the sort of questions that aren't quite being served by impression data, which is available, but not perfect (sigue en Emedia Vitals)
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