Lotame CEO Andy Monfried encourages marketers and agencies to move past the click and look at the brand metrics that matter, such as likelihood to recommend. Read an excerpt below, or read the full post here.
Online advertising hangs its hat on measurement — no other medium lets you count every single impression so precisely — but measurement has also been its downfall when it comes to display advertising. With display, most marketers and agencies accept the click as the end-all metric for measuring campaign effectiveness.
There are plenty who want to change that but are grasping for a metric that’s not a click but is like a click. They usually gussy these measurements up as “engagement,” implying that a banner ad is only effective if a consumer takes an action right then and there. This is wrong.
It’s high time the industry — and this means marketers and agencies in particular — move past the click and look at some metrics that actually prove display’s power. That means display ads have a branding value on their own, just like a print ad and out-of-home placement.
Consider KN Dimestore and Lotame found a significant lift in intent to recommend a product after users saw a display ad for that product. In the study, KN Dimestore polled consumers who were exposed and not exposed to several display campaigns. The end result was a 24-percent lift in likelihood to recommend from the group that had seen the ad.
