Population Statistic: Read. React. Repeat.
Thursday, July 30, 2021

I’ve been harping on this for a while now (since 2006, in fact), and now I find an ally in Sky Road Consulting’s Kevin Mannion: We both think that online advertising metrics are unduly obsessed with the actionable clickthru.

Advertisers know these things, yet because of the promise of clickstream metrics, they have continued to hope against hope that somehow their Omniture server logs, their agencies and their online publishing partners will show them the metrics that their advertising is indeed working…

Let’s stop the insanity of trying to make display advertising something it is not. It cannot even win when display advertising is the primary reason a customer goes to a site and buys something. Display advertising has always been aimed above the sales funnel — to attract people into a brand engagement that begins with awareness. Using online search to find a product is seriously down the funnel, and searching for a specific vendor is near the end of the whole process.

It’s pretty simple: An eye-catching online ad doesn’t need to generate a click to be effective. The numbers that ultimately matter are the ones that end up in the cash register, and that’s impacted by enough advertising wherever consumer eyeballs are trained. There’s a certain degree of imprecision in the big picture, even with ever-improving datamining; and that’s something that new-media mavens are going to have to accept, like it or not.

by Costa Tsiokos, Thu 07/30/2009 07:59pm
Category: Advert./Mktg., Business, Internet
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2 Feedbacks »
  1. This just comes down to two people: those who get how branding works, and those who don’t.

    Comment by David — 07/31/2009 @ 11:46 AM

  2. Agreed, pretty much. Branding involves delayed gratification, while all that trackable data makes you almost demand instant gratification.

    Comment by CT — 07/31/2009 @ 12:12 PM

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