Marketers are still looking for the right way to measure ROI for online branding initiatives. Falling back on the usual methods means that marketers are failing to take the full value of total display and video ads into account. Analysts at eMarketers are recommending some additional techniques that should help marketers improve their measurement process.
According to Lauren Fisher, eMarketer analyst, marketers are still relying heavily on click-through rates and page views as they attempt to measure brand lift during a campaign. The problem, Fisher points out, is that only about 1% of display ads are ever clicked on. A marketer might assume that such an ad has some effect on a consumer who sees the screen but the difficulty is in measuring this effect. Another problem is that up to 1/3 of display ads are never visible to online users.
This dilemma is giving rise to the use of the view-through metric which tries to determine whether an online consumers actually looked at the ad. A similar concept, cost-per-engagement, has become popular for measuring online video impact on brands. Publishers are now informing marketers of the number of video ads that were viewed through the length of 30 seconds and, as a result, publishers pay only for impressions which last 30 seconds or longer. The cost-per-engagement method is growing as a preferred way for ad agencies to base their “online video ad spending.” Nearly ¼ use this method while 36% are still relying on cost per impression but that may change as more agencies become aware of these new tools.
Fisher is encouraging marketers and publishers to consider new forms of measurement. Data made available from online activity can be applied in a number of ways and for it to be most useful, ‘marketers must breaks old habits of using single measures of success.’[Source: Effective Digital Branding. Emarketer.com. 10 Apr. 2012. Web. 18 Apr. 2012]