Lack of adequate and clearly defined business

[nusaiba130]

1. KPIs for advertising campaigns on the part of the customer (reach, CTR, impressions – these are not indicators of the effectiveness of an advertising campaign).

April 4, 2011, March 26, 2012, April 24, 2012, ComScore, Pretarget

• “Mouseovers/interactions with ads (correlation = 0.49) and human-viewed ad impressions (correlation = 0.35) showed the highest correlation with conversion, while CPM impressions (correlation = 0.17) showed the lowest correlation”;

• “10% of the entire Russian Internet audience in August 2011 clicked on at least one banner. 2% of the online audience – “clickers” – made 58% of the clicks”;

• “Your ad being seen by the target person means more than a click – if you have conversion metrics for the business (back-end).”

2. Lack of modern analytics of media advertising campaigns peru consumer email list and the culture of analytics in general. Post-click analytics of media advertising campaigns, carried out in Russia, is extremely weak and ineffective. Why?

Let's look at a recent study from ComScore:

March 26, 2012. ComScore US-based vCE Charter Study, 12 Largest US National Advertisers

• “31% of advertising media were out of sight, meaning that there was no way to ‘psychologically reject’ this advertising;

• “72% of advertising campaigns contained impressions of questionable or prohibited content”;

• “The study clearly showed little or no connection between CPM (impressions) and advertiser value”;

• “Neither advertising visibility nor audience quality were taken into account when allocating marketing budgets”;

• “Creativity” often does not help in achieving the goals of a media advertising campaign.

In addition to the now banal call to action (although even this rule is almost never followed), it is necessary for a banner of any format to convey a unique offer (or “message” – a message that the brand wants to convey to the target segment and a specific potential client) and fulfill the purpose for which the advertising campaign is being conducted.