View Through is the New Black

October 14, 2009


With each online media vehicle, there is a purpose. Whether it is brand awareness with display, lead generation and customer retention with co-registration and email, audience interaction with social networking or clicks with pay per click, there is always a goal with each media campaign. And, there are always conclusions to be drawn from studying these metrics.

With each online media vehicle, there is a purpose. Whether it is brand awareness with display, lead generation and customer retention with co-registration and email, audience interaction with social networking or clicks with pay per click, there is always a goal with each media campaign. And, there are always conclusions to be drawn from studying these metrics. In the world of online marketing where everything is measurable, the hardest thing to measure is brand awareness from display advertising. How do we measure what the consumer does when they see an ad? Clicks don’t necessarily foreshadow consumer behavior from a branding standpoint.

Here’s why.

I will ask some personal questions, consumer to consumer (pretend I’m not a media specialist).

  • How many times do you read an online recipe on SouthernLIving.com and click on a travel ad?
  • How many times do you listen to your Pandora radio station and click on the deodorant ad on the site skin?

When you are flipping through your MySpace page, the last thing you want to do is click on an ad that takes you away from looking at your colleagues new posted pictures. With branding, that’s not the point.

The marketer wants you to see the ad, recognize the brand, and come back to it when you are in need for it. In a marketers eyes, when the brand resonates in the eye of a consumer, that is beautiful. It leads to thing such as repeat purchases and brand loyalty. 

How do we measure that?

My favorite metric is view through rate. This is tracked by placing a pixel on your home page to see how many people see your ad and come back to your site.

For example, the Birmingham brand awareness/display media campaign is running on four sites. Three of the sites fit the demographics of the Birmingham target market, and the fourth site is a travel planning site. When evaluating which site was most effective, I turned to the view throughs of the website. The non travel planning sites sent a significant amount of clicks (.10% click through rate), but an extremely low amount of view throughs with an average of .02%.

The travel planning site sent a significant amount of clicks (.20% click through rate) and sent even more views with a .21% view through rate. So, the campaign on the travel planning site gave Birmingham direct interest with clicks and brand awareness and brand loyalty with a significant amount of view throughs. 

This is how I optimize my campaigns to make sure the sites match the target consumer.

Happy optimizing!




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