Gian Fulgoni, chairman and co-founder of comScore, said at the MediaPost OMMA Metrics & Measurement conference in San Francisco, Calif., Friday that advertisers should
“Get rid of the click as the de facto standard to measure the success of an online campaign. It’s outdated and doesn’t represent real success.
Instead Fulgoni says says advertisers and marketers need to forget the click, focus on the sales impact on campaigns and conduct post-buy analysis.
“Internet advertising has had an impact on retail that is on par with television”.
“Fulgoni then went on to tell attendees the Internet is far more successful in increasing sales. And it may be the most measurable medium, but not everything measurable matters.”
Fulgonia says that comScore has conducted several studies confirming that online campaigns, drive offline sales.
Talk about a game changer.
If Fulgonia can convince Madison Avenue that Internet advertising, like Television, radio and other mainstream media advertising, which has no direct ascertainable response rate, then even more money will flow into the sector.
It does make sense.
If someone sees an ad for Geico on TV or radio and then see’s ads for them on the net, they all help ingrain that brand in the public’s mind, so when they think insurance they think Geico.
Just because Internet advertising is the only media, who response rate is measurable, doesn’t mean the current accepted measurement tool of “a click” should be the only tool advertisers look at to determine success.
Like offline media advertising, Internet advertising should be viewed as successful if the brand shows sales growth, and increased brand recognition.
Sometime the “click” or the purchase doesn’t take place right away.
Although the click may not take place for sometime, doesn’t mean the online ad dollars were wasted.
Ford doesn’t sell more cars the day after American Idol airs.
Advertising is a long term investment which performance cannot be totally measured immediately, online or offline.
Great Blog post. I am going to bookmark and read more often. I love the Blog template
Good article.
Some great point in it.
Thanks for sharing.
[quote]…Treat Internet Ads Like TV Ads…[/quote]
Nope, internet ads are more potent and effective than tv ads, in more ways than one.
For instance, you can’t buy a car off a tv ad, but you can through an online ad.
So the online ad provides both ‘instant gratification’ plus ‘branding’ to the advertiser.
Instant and long term effects.
We’re waaay underpaid.
useful information. It’s the best
Gian Fulgoni is 100% on the mark. The problem with Internet advertising and marketing is that it was treated as a red headed stepchild from Day 1. How many newspapers do you know are paid based solely on how many people call the phone number or use the coupon in their ads?
The reason that internet advertisers are now on a “Click”-kick is because “Views” were so easy to manipulate on the internet. Sure, clicks aren’t perfect and even the mighty Google has to constantly fight click-fraud, but that just has pushed advertisers towards CPA (and with diminished revenue from PPC, many publishers are moving that direction, too).
But then I’d also say that there are a number of very successful examples where the internet has provided solutions in this space already. For example, if you want to list your getaway spa at SpaFinder.com, be prepared to not only pay for the setup of the listing ($x,xxx), an annual renewal fee ($x,xxx) but also pay per click/action fees, too. It’s a nice racket if you can get into it (which is why I bought SpaGetaway.com! 🙂 )
really? I don’t think so.