As display activity becomes more heavily scrutinised amid the transparency debates (a key theme of one of the panels in our recent Symposium London event), marketers need to be able to accurately report on the value of their hard work.
This is the theme of the latest Marketing Land article from our SVP/Managing Director, Global, Attribution, James Collins.
In the article, James explains how measuring performance across the entire user journey is essential to demonstrate the incremental value of display marketing. Without having a view of the impact of display impressions further up the funnel – and the impact that display has on other channels – you could incorrectly make the decision to pause activity due to ‘lack of results’, and therefore lose valuable revenue.
James also covers the nuances of measuring the different types of display activity. Retargeting and prospecting campaigns are different in their nature, and therefore need to be measured in different ways. The former aims to encourage people who have already engaged with your brand to return, while the latter is about drawing new customers in. Therefore, for prospecting, it’s vital to understand which customers coming via the campaign are truly new to your brand. Only by using a measurement tool that allows you to verify new customers can you get an indication of whether your prospecting activity is helping attract new visitors and customers to your brand.
Ultimately, you cannot manage display advertising efficiently without knowing how to measure it correctly. Accurate measurement not only allows you to better demonstrate ROI but also to potentially reallocate budget, reactivate campaigns, and much more.
Read James’ latest Marketing Land article – Why It’s More Vital Than Ever To Get Display Measurement Right – for more detail on the most important things to consider when looking to measure the value driven by your display activity.