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 |
|---|---|
| Language: | English |
| Pages: | 15 |
| Size: | 243.35 Kb |
| Author: | IAB Europe |
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