Display + Search is only the beginning
Increasingly more companies are pushing for display and search integration to be more efficient with ad dollars. Although this concept has been romanticized by many agencies and publishers, it only represents the beginning of the real shift understanding advertising effectiveness. It has been well documented that multiple exposures to a brand influences consumer choices, yet media continues to be measured in silos. The success of banner ads, emails, search, TV and radio should be measured by market exposure versus click thru or open rate. And once you add in viral and word of mouth, the success of a program becomes increasing difficult to dissect using our current available metrics.
Should there be a new metric to measure advertising effectiveness? Or is the current structure of advertising agencies and media buying the barrier to truly having a holistic view how customers interact with brands? More ideas around how to execute on this concept coming soon.
“Vision without execution is hallucination” – Thomas Edison
I’m looking forward to your ideas here. This is a very big problem and as long as the measurements aren’t properly correlated with the levers that lead to success. People will make justified unwise decisions (like investing in search to the detriment of display or only online and no offline)
Mikal
May 18, 2009 at 1:05 am
[...] and interesting post that says, ok with all the industry focus on display + search advertising, what’s beyond Display + Search, how do you take a more holistic look at advertising ROI and what’s the right metric to [...]
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