Going beyond the click: Why optimization is important to advertisers

The success of advertising campaigns is based on a number of different metrics, such as registered impressions and clicks. Although advertisers have steered clear of clicks for a while now as a primary benchmark, there is no doubt that many are still in pursuit of those simple touches of the mouse. In fact, many advertising campaigns are still sold at “cost-per-click” rates. 

Evaluating value besides clicks
A new report from ChoiceStream illustrates why assessing the success of campaigns in terms of click-through rates may not be the best way of approaching the matter. Less than half of respondents said they respond to online ads by actually clicking on the unit, however, that doesn’t mean the advertisement didn’t have an effect on viewers.

After seeing an ad, 52 percent said they would try searching for the product or company on Google or another search engine. Meanwhile, 48 percent indicated they would type the URL from the banner ad directly into their browser and visit the site. Moreover, these searches could take place hours after originally viewing the ad unit, which can make it all the more frustrating for advertisers to track.

“When respondents were asked how long they would generally wait until they researched a company or product whose ad they found interesting but did not click, a majority indicated they would wait longer than one hour, with a significant number doing so ‘days later,’” Marketing Charts added, citing the report.

The key takeaway here is that while most display ads and banner units may have notoriously low click-through rates, that doesn’t necessarily mean that they aren’t doing their jobs. In fact, display ads can generate a huge amount of exposure and secure a vast number of sales. This is why advertisers need to do a better job of viewing display units not as calls to action but as a means to display and promote their brands, products and services.

As advertisers begin to use display units for exposure purposes, it’s crucial these units are scaled accurately for whatever devices the viewer is using. For example, the ChoiceStream survey suggests many consumers will enter the Web address into their browser after seeing an ad. However, if they are viewing the display unit on a mobile device, they might not be able to read the Web URL if the ad isn’t tailored to the smaller screen size.

Mobile is a whole new channel that advertisers have to deal with, which creates all sorts of complications for advertisers.