OptiMine CTO Rob Cooley is out with a new article published by eMarketing & Commerce that argues for the resurgence of impressions:
Cookies and clickthroughs are easier to measure and have performed the leading role in valuing display advertising over the past decade. However, relying solely on clicks and cookie-based approaches results in decisions based on data that are, at best, incomplete and, at worst, misleading.
Clicks account for a tiny fraction of the total universe of brand marketing; they’re blind to a massive portion of a display ad’s real influence. Focusing on the click ignores the 84 percent of internet users who never click and the 90 percent of category site visitors who were exposed to ads but didn’t click.
Add to that the exploding use of multiple devices – across which cookies cannot be tracked – and you have the makings of a display valuation meltdown. Here’s what Rob recommends for dealing with the issue:
Factoring in impressions provides marketers with a full-funnel value approach to marketing efforts. Understanding the value of all your impressions provides a truer value of the effects of your display and Facebook efforts, including the branding effects marketers know are important but have a hard time proving.
Read the entire article to learn how Rob’s approach to valuing display.