Advertisers looking to build their brands online will need to look beyond traditional web metrics to determine if their investments are paying off, according to a recent study by Nielsen. In a new report, Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building, there is emerging evidence that brand metrics – which show attitudinal response to online campaigns – can predict offline sales. The research further shows that there’s virtually no relationship between click-through rates and brand opinion or offline sales.
http://blog.nielsen.com/nielsenwire/consumer/research-shows-link-between-online-brand-metrics-and-offline-sales/
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