onlinemediadaily reporting:
Continuing to lose face among marketers, new research shows that
clicks and total impressions are far from the best way to measure online
conversions.
Rather, new findings from comScore and
Pretarget -- both of which market ad targeting services -- show a
stronger correlation between ad “viewability” and hover time, and
conversion rates.
The findings indicate
that the traditional way of buying mass impressions and hoping for
conversions, i.e., “spray and pray,” is not the most effective approach,
according to Kirby Winfield, senior vice
president, corporate development at comScore.
“It once again
demonstrates the perils of relying on click-throughs for measuring the
performance of display ad campaigns, with this metric
showing virtually zero correlation with total conversions,” Winfield
said.
To arrive at these initial findings, the “intent
targeting” specialists at Pretarget analyzed 263
million impressions over nine months across 18 advertisers in numerous
verticals. Pretarget then used comScore validated Campaign Essentials to
collect “viewability,” and hover data and a
DSP to collect click and cookie-based conversion data.
Pretarget
performed a Pearson correlation analysis of the data, including gross
impressions, “views” -- 75% of ad within
screen, either above the fold or after scrolling -- time in-view,
hover/engagements and total hover/engagement time, clicks and
conversions.
“This study shows why other non-click metrics
of engagement, such as interaction or hovering, may be much more
important in evaluating campaign performance than the click ever was,”
Winfield added. “It’s time to start measuring
the impact of campaigns using metrics that really matter, not just the
ones that are most easily measured.”
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