Brand advertising and digital

For many advertisers digital is already a preferred channel for delivering sales-related and performance-oriented objectives; not only are results and ROI measurable, but they can be improved during a campaign. However relying solely on ‘click’ results to measure display advertising campaigns is misleading.
Put simply, the contribution display advertising makes to the majority of audience engagement is not recognised. This is particularly true for brand metrics and conversions and overall, for evaluating the effectiveness of online brand campaigns.
Even search relies on digital brand awareness campaigns. A quarter of conversions are search related and without supporting brand advertising, these direct marketing campaigns would be far less successful.

Published on: 15/05/10
Size:243.35 Kb
Author:IAB Europe
IAB Europe

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