View Through As A Branding Metric?

When advertisers evaluate media spending, their main concern is return on investment. Online advertising is particularly measurable in this regard because immediate responses to an ad can be measured directly from the click to the purchase. Online advertising is also responsible for driving additional ROI by branding effect created by online ads which are not clicked by the user. Many advertisers do not track this effect which, if measured properly, can help in evaluating properly the performance of this medium.
Advertisers or agencies have stuck to CTR (which I guess is a DR metric).  For e.g. CTR of 4% is  considered to be good. But what about rest of 96%. Why is it not being accounted for? 96%  users have not clicked the ad but it does not mean that all of them have not seen the ad at all. This ad must have created some branding effect (awareness, recall, strengthens loyalty etc).  And users from this 96% may be buying your product/service after watching your ad but they are not being accounted for. For a campaign whose purpose is branding only, view through becomes important and cant be ignored.

At the same time, when we are touting the advantages of view through, issues pertaining to measurement of View Through should be answered before we go onto implement the same. One such issue is how do we separate users who directly visit our website regardless of if they have seen our ad or not.  For example, assume you are advertising a campaign online. Within the same duration, many regular users, who anyways visit your site, would also visit irrespective of ad exposure. How do we make that distinction? Answering such issues can help advertisers/agencies in evaluating their media spending.

How do we calculate View Through is another issue which we need to look at. In the end. we know that View Through effect does exist but how much does it add to the 
bottom-line, still remains elusive.

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4 thoughts on “View Through As A Branding Metric?

  1. I personally feel, CTR is a bad measure of effectiveness of online ads. Its purely about generating eye balls. And online definitely does what other mediums do which is increasing equity of a brand. Internet has an advantage in terms of seriousness of audience it caters to. There cant be any benchmark of CTR for any category because each and every campaign is executed under totally difeerent set of situations trying to achieve different set of objectives from time to time.

  2. Any number which is relative always will give a relative insight into the performance of any given creative or ad campaign. CTR is a relative figure which is derived by dividing clicks to the number of times the ad was served.

    It’s is important to understand the key objective of your online marketing campaigns. If it’s about driving traffic to your website & making the user do something. CTR becomes a measure to chk the effectiveness of the “creative” > not the campaign. If your creative is weak, chances are your CTR will be a small number…which many will conclude as a weak campaign.

    Taking into account a larger prespective, impressions should be divided amongst total number of ad’s served at any given point of time and the possibility of any one getting clicked. The size of the creative will hold weightage in terms of chances of that ad getting noticed. A whole new metric can evolve from such an approach to measure the effectiveness of an online campaign…cause remember you are not the only one advertising!

  3. MP although after a very long gap i am posting, generating enough Eye Balls is the media business ensuring the reach for the product offering. Online media / Internet as a medium has advantages of diverting traffic, taking feedbacks(Web 2.0) and expression of interest by user ensures the marketer to classify the lead as HOT lead and fulfill the need…but making this medium as ROI driven is entirely wrong approach as this is again a medium for spreading awareness about the product.

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