New digital-specific metrics mix with longstanding offline and direct-response measurements to determine campaign success
As companies invest a greater portion of their branding dollars in digital advertising, marketers are facing increased pressure to prove digital’s branding effectiveness both as a single channel and in concert with a broader, multichannel campaign. Many have quickly discovered that measuring a digital campaign’s success is no easy task.
“Digital’s legacy of direct-response metrics has caused many to fall back on measures that drove the first wave of online advertising—clickthrough rate and pageview,” said Lauren Fisher, eMarketer analyst and author of the new report, “Quantifying Digital Brand Ad Effectiveness: Finding the Right Mix of Meaningful Metrics.” “But these metrics are both problematic and inaccurate for quantifying digital branding effects, especially when considering internet users click on less than 1% of display ads and are never in view of about a third of all ad impressions served in the US.”
Others are attempting to roll digital measurement into the larger branding evaluation picture by importing traditional offline count metrics like the gross rating point (GRP). A December 2011 survey from DIGIDAY and Vizu of North American marketers found this mixture was the most popular method for calculating online marketing ROI.
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