Changing the way we look at measuring online advertising
As Advertising Age states: “A mere mouse move can’t measure influence“.
That’s a smart statement, but one that many advertisers are not listening to.
The article goes on to state “….ComScore research, which studied 139 online ad campaigns by marrying data from its panel of U.S. internet users with shopper data, found online ads, even when they didn’t result in a click, increased a consumer’s likelihood of making a purchase at an advertiser’s retail store by 17% and increased visits to a marketer’s website by an average of 40%.“
Net net? Just because they didn’t click doesn’t mean they aren’t engaged. As a person responsible for media myself, I sometimes forget that.