The worst-kept secret in online advertising is that click-through metrics only measure a fraction of the "transactional" value of an ad campaign. The assumption in measuring clicks is that a
click equals interest, but we know that ads generate long lasting awareness and interest even if an ad never gets a single click. In the history of online advertising, there has never been so many
technology resources to track these metrics and make us smarter marketers. Frankly, the volatile economy has created more pressure on every marketing dollar, and tracking every ounce of value
generated (not just click volume) by a campaign should be our battle cry. Not only has the advertising landscape changed, we're now more sophisticated. We want to understand the broad, long-term value
of an ad; we just need to know what to look for.
Thankfully, where there is a will, there is a way and new modes of measurement provide several incredibly valuable paths to
demonstrate value, and some combination of the ones listed below -- based on surveys, social media activity, time, and yes, clicks -- will likely be right for you.
Time-Based Metrics
Exposure to content is the basis for most broadcast budget decisions, and it is now possible to make it a core component for digital campaigns as
well. By measuring how long a user views an advertisement before scrolling away, advertisers can more accurately measure ad exposure and make better ad buying decisions.
Survey-Based Metrics
Some valuable insights are simply impossible to gather without getting inside the minds of your audience, and the most
direct path to that data is to ask. Basic metrics that can be established with surveys include intent to view, brand or message awareness, favorability, ad recall and intent to buy.
Social Media Activity Based Metrics
In today's social Web, what people say about you is just as
important, or even more important that what they think of you. By listening and evaluating with new social media tools, you can get a sense of "buzz" created by your campaign as well as how valuable
that buzz is. For example, the value of buzz to the upcoming movie "Watchmen" was huge -- people everywhere were talking about it with anticipation long before the movie premiered.
Brand Interaction Metrics
In many cases, an ad may contain consumable content like a video. A user may watch the video, but this is not
a click by definition. Rather, it is a sign of brand interaction, which can offer long-term value. Another example might be a consumer that installs a widget, sends a greeting, or plays a game, all
without ever clicking on an ad.
Post-Click Based Metrics
Even in the world of clicks, all clicks are not created
equal. After a click occurs, how many users who click on an advertisement go on to perform some high value actions such as purchasing a product, requesting more information or downloading a coupon?
Arguably, these post-click measurement are more valuable than a click for advertisers.
In the end, it is important to understand the intent of every campaign as well as the
varied tactics available to capture all of the value generated by the campaigns. The current advertising environment requires tailor-made measurement and a complete understanding of value.
Anything less is a disservice to the campaign and the brand.