Much of traditional, media-based advertising is driven by the impression. Think of the TV ad, the billboard or the print ad. The name of the game is identify your audience, buy some space and deliver your message through engaging creative. We all know that measurement ends up being illusive at best and plain impossible at worst.
Online advertising promises to be different. And it is. But are we discounting the power of building your brand in the right place at the right time with the right creative?
We strongly believe that online advertising is still advertising. Impressions count. Branding counts. Thought leadership counts. Audience engagement counts. The below article from DMNews.com does a nice job of arguing for going beyond the click-through in measuring online advertising and provides some interesting data points:
Engagement metrics evolve beyond CTR along with Web display ad technologies
Let's not be too hasty in discounting the power of the right impression.