Commentary
Seattle's 'Branding' Conversion Rate: It's Not Great (At Least Not On An Opt-In Basis)
- by Joe Mandese @mp_joemandese, November 20, 2013
That was the datapoint from “Are We Branding Yet” moderator Marlo Huang’s, VP-strategy at Liquid Advertising, opening question during the opening panel at
OMMA RTB Seattle this morning.
Asking for an obligatory show of hands to see how many people in the audience were involved with or interested in using RTB for branding, only a smattering of hands went up -- I’m going to guess maybe 3% of the attendees. While that’s better than the average online conversion rate these days, it’s not great for an advertising technology conference crowd, because it suggests that we’re still not branding yet.
On the plus side, when Huang asked the same audience, who’s “not” interested in branding with RTB, zero hands went up. In other words, ad tech intent toward branding is more of an “opt-out” than an opt-in process.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
