Not in vain, digital advertising has grown by 20% in recent years according to a study by Dynamic Logic. Well-known companies bet on the online business and a few worried about how influential their ads were. The established metrics were a very quick and direct way to know the response rates in numerical terms; but not qualitative ones.
To improve its effectiveness, ComScore has launched a database that makes brand impact studies from 200 different companies available to advertisers. Ideas could be taken from these to improve future campaigns.
Some companies, such as Microsoft chinese overseas america number data Atlas, are working to find more precise tools. a product called Engagement Mapping, through which the impact of campaigns can be measured in a more comprehensive way. Through demographic information, they aim to go beyond the number of clicks to find out what the user who clicks the button is like.
According to Carrie Frolich, general manager of digital media at MEC Interaction, this innovation is the fundamental part that is missing from the model in order to work. “The industry continues to focus its attention on impressions. And impressions are not people,” she stressed.
And in the face of the avalanche of criticism against the senior vice president of Yahoo! in the United States, she has thrown a lifeline to online advertising. Despite everything said in the preceding paragraphs, the measurement of the value of the Internet is much higher than that offered by television or the press. "Only impressions are a better tool than those that the rest of the media have," she insisted.