White Paper Defines New Model for Measuring Effectiveness of Online Display Advertising
New white paper from Channel Intelligence explains the latest innovations in the accurate measurement of display advertising effectiveness.
Orlando, FL, February 24, 2010 --(PR.com)-- Channel Intelligence (CI), a leading provider of Performance Advertising services, has published a new white paper titled Beyond Impressions and Clicks: New Metrics for Measuring the Effectiveness of Display Advertising Campaigns. With recent studies showing that fewer people are clicking on display ads (also called banner ads), advertisers are looking for new ways to accurately measure the effectiveness of their campaigns. This white paper examines problems associated with existing metrics and provides a new model for more effective metrics.
Advertisers that rely on the click-thru as a primary metric are failing to capture the activities of those consumers that immediately respond to ads in other ways, such as just typing the advertiser’s URL into their browser. Advertisers using CI’s Performance Advertising services have found that between 40% and 75% of consumers that visit their site within 5 minutes of an ad impression use a method of navigation other than the click-thru. This audience is also disproportionately more likely to purchase, with 77% of sales coming from consumers that immediately respond to ads without clicking.
Other innovations described in this white paper include how to accurate attribute sales to display advertising campaigns, while still measuring the lift that display advertising has on other marketing programs. The white paper also discusses techniques for measuring sales lift as a replacement for using view-thru sales as a success metric.
Steven Roth, VP, Performance Marketing at CI and author of the white paper, explains, “It was time for some significant innovation in display advertising metrics. Advertisers need transparency, accuracy and consistency in their marketing metrics, and display advertising has historically fallen short in these areas. This white paper shares some ideas for how innovative advertisers have solved these deficiencies in display advertising metrics.”
The new white paper by CI Beyond Impressions and Clicks: New Metrics for Measuring the Effectiveness of Display Advertising Campaigns can be accessed here: http://www.channelintelligence.com/perf_marketing/CI_White_Paper-New_Metrics_for_Display_Advertising.pdf
About Channel Intelligence (CI)
CI helps retailers, manufacturers and other advertisers make their products and services easier for consumers to find and buy both online and in local retail stores. Integrating its powerful product database with both online marketing services such as display advertising, manufacturer based where-to-buy, paid search, shopping engines, social marketing, storefront, order management and robust performance analytics, CI offers the most complete set of performance-based commerce services in the industry. The company, through its proprietary Ad Network, also drives $2B annually in referred sales from leading manufacturers to retailers in Computing, Home Improvement, Appliances, Consumer Electronics, Toys and a variety of other consumer packed goods. Clients include Best Buy, HP Home and Home Office, Kimberly-Clark, Neiman Marcus, Philips, Target, Garmin, OfficeMax, Samsung, Charming Shoppes, Black & Decker and hundreds more. CI is a partner company of Internet Capital Group (Nasdaq: ICGE) and Aweida Capital Management. Learn more at www.channelintelligence.com.
Contact:
Joy Lee
Channel Intelligence, Inc.
1.321.559.2336
Joy.Lee@channelintelligence.com
###
Advertisers that rely on the click-thru as a primary metric are failing to capture the activities of those consumers that immediately respond to ads in other ways, such as just typing the advertiser’s URL into their browser. Advertisers using CI’s Performance Advertising services have found that between 40% and 75% of consumers that visit their site within 5 minutes of an ad impression use a method of navigation other than the click-thru. This audience is also disproportionately more likely to purchase, with 77% of sales coming from consumers that immediately respond to ads without clicking.
Other innovations described in this white paper include how to accurate attribute sales to display advertising campaigns, while still measuring the lift that display advertising has on other marketing programs. The white paper also discusses techniques for measuring sales lift as a replacement for using view-thru sales as a success metric.
Steven Roth, VP, Performance Marketing at CI and author of the white paper, explains, “It was time for some significant innovation in display advertising metrics. Advertisers need transparency, accuracy and consistency in their marketing metrics, and display advertising has historically fallen short in these areas. This white paper shares some ideas for how innovative advertisers have solved these deficiencies in display advertising metrics.”
The new white paper by CI Beyond Impressions and Clicks: New Metrics for Measuring the Effectiveness of Display Advertising Campaigns can be accessed here: http://www.channelintelligence.com/perf_marketing/CI_White_Paper-New_Metrics_for_Display_Advertising.pdf
About Channel Intelligence (CI)
CI helps retailers, manufacturers and other advertisers make their products and services easier for consumers to find and buy both online and in local retail stores. Integrating its powerful product database with both online marketing services such as display advertising, manufacturer based where-to-buy, paid search, shopping engines, social marketing, storefront, order management and robust performance analytics, CI offers the most complete set of performance-based commerce services in the industry. The company, through its proprietary Ad Network, also drives $2B annually in referred sales from leading manufacturers to retailers in Computing, Home Improvement, Appliances, Consumer Electronics, Toys and a variety of other consumer packed goods. Clients include Best Buy, HP Home and Home Office, Kimberly-Clark, Neiman Marcus, Philips, Target, Garmin, OfficeMax, Samsung, Charming Shoppes, Black & Decker and hundreds more. CI is a partner company of Internet Capital Group (Nasdaq: ICGE) and Aweida Capital Management. Learn more at www.channelintelligence.com.
Contact:
Joy Lee
Channel Intelligence, Inc.
1.321.559.2336
Joy.Lee@channelintelligence.com
###
Contact
Channel Intelligence Inc.
Joy Lee
1.321.559.2336
http://www.channelintelligence.com
Joy Lee
1.321.559.2336
http://www.channelintelligence.com
Contact
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