I applaud Abbey Klaassen and other digital columnists for continuing to push marketers to think beyond the last click. This notion isn't really NEW news-- we've seen digital advertising analytic companies jump on this for at least a year. However, one thing I seem to be seeing over and over again is that cetain web site analytic companies (Google Analytics namely), seem to hold near and dear to the "There is one true click" mentality/reporting.
As much as we'd like for digital to either branding or DR, it becomes clearer and clearer to me that digital advertising still holds many of the principles of traditional advertising. While this medium is certainly more complex as you're likely leading them down a more defined path, its not always best to define the medium solely by the measurement tools that aren't always perfect.
TG Madison has found that it's best to use a mix of advertising and site analytic tools to help look at the campaign from at least two perspectives. Additionally, it's helpful to use branding surveys to see what impact the digital campaign had even if it didn't drive an immediate action.
Interested in learning more? Please contact me.
2/23/09
2/9/09
Digital Ad Impact
So I've been reading a bit here lately about what is being called a problem for digital advertising - why consumer's can't recall online advertising.
Obviously, I'm in the industry and while I can call some creative that I've liked... I've got plenty more examples from other media. So should digital advertising consider more impactful ad units, i.e. - one ad unit per page?
I like the idea, but something seems odd to me. I grew up in a time when people freaked over how certain songs sounded when you played them backwards. Have we lost the idea that working into someone's subconscious is just as desirable as making them sing our jingle?
Hey don't get me wrong, I totally agree that it's absolutely silly to think that someone who doesn't even scroll down enough to see the ad is anything but a wasted impression. But just because I didn't play the ad's game or clicked the ad, does it mean I wasn't impacted?
Instead, I think the larger problem is two fold
For awareness driven campaigns, it's often difficult for consumers to understand what the ad wants you to takeaway. The pages which are usually targeted for awareness campaigns often aren't pages that people rest on for more than mere seconds. Off the top of my head, two ideas come to mind:
Display often gets a lot of knocks but when you think of it as a process instead of an instantaneous push, it's much easier to create a successful campaign.
Obviously, I'm in the industry and while I can call some creative that I've liked... I've got plenty more examples from other media. So should digital advertising consider more impactful ad units, i.e. - one ad unit per page?
I like the idea, but something seems odd to me. I grew up in a time when people freaked over how certain songs sounded when you played them backwards. Have we lost the idea that working into someone's subconscious is just as desirable as making them sing our jingle?
Hey don't get me wrong, I totally agree that it's absolutely silly to think that someone who doesn't even scroll down enough to see the ad is anything but a wasted impression. But just because I didn't play the ad's game or clicked the ad, does it mean I wasn't impacted?
Instead, I think the larger problem is two fold
For awareness driven campaigns, it's often difficult for consumers to understand what the ad wants you to takeaway. The pages which are usually targeted for awareness campaigns often aren't pages that people rest on for more than mere seconds. Off the top of my head, two ideas come to mind:
- Create simple, 5-second ads for these types of ads
- Push publishers to retarget users who only saw part of the message until they are given time to digest the message
Display often gets a lot of knocks but when you think of it as a process instead of an instantaneous push, it's much easier to create a successful campaign.
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