Wow, it’s been a while since we’ve updated the blog section. It’s amazing how busy things can get around here. As Head of Marketing for NMG, I take full responsibility. Time to get back on the horse and get blogging again!
I ran across an article the other day that really caught my attention. It basically reinforced my belief that low click-through rates do not necessarily indicate campaign failure and banner advertising can truly offer reach beyond direct response. Meaning, banner advertising can promote future sales, both online and offline, and act as the first method of awareness for an advertiser. In other words, I strongly believe that our industry still overvalues the click, and underestimates other valuable methods that end up pushing conversion. Here is what I’m getting at:
According to comScore Inc., display advertising has an effect on user behavior even at low click-through rates. Measuring 139 campaigns and following the responses over a four week period, display campaigns yielded a 46% lift in advertiser websites visits. In addition, exposed users were 38% more likely to conduct an advertiser related branded keyword search. Here’s the best part: these exposed users were 27% more likely to make a purchase online and 17% more likely to make a purchase at the advertiser’s retail store.
Keeping this in mind, it’s important for advertisers to remember that click-through rates should only be one measure of performance when analyzing campaign data. Display advertising can do a whole lot more for companies and should never be counted out when it comes time for campaign renewal. All-in-all, the thing to remember is online advertising does have an offline impact.
Happy Advertising.
Rick Webster
Director, Sales & Marketing
Neudesic Media Group