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.