The Effectiveness of View Through For Online Advertising
In late 2009, Google released a new reporting tool for online advertisers that measures the conversions that result from a consumer viewing a display ad on the content network - but not clicking on it.
Standard click conversion reporting follows the consumer from the ad impression to the ad being clicked on, and finally a conversion being made from the ad as a result from it being clicked on.
However, there was no way to measure if an ad simply being viewed by a consumer resulted in prompting a conversion.
With the introduction of View Through (which is now also being made available for Facebook advertising also) it is clear that it will be a useful tool for online marketing professionals.
So how exactly does the View Through reporting tool work? Let's assume that you own a company that sells baby supplies and you are wanting to measure the effectiveness of display ads that you have placed on the content network.
If a consumer views this ad, but does not click on it, an AdSense cookie will be placed on this person computer.
If, within 30 days from the ad being viewed the consumer makes a conversion on your site - this will be documented in the View Through reporting tool.
As you can see, it provides a very detailed and more fuller report on the effectiveness of ads that haven't been clicked on.
Despite the View Through reporting tool providing a deeper insight into the effectiveness of display ads, there are some concerns regarding the accuracy of its reports.
For example, View Through reports only show View Through conversions within a 30 day time frame.
If display ads produce conversions outside of this timeframe, they will not be included in the View Through report therefore limiting its data.
The most pressing concern is identifying if the display-ad really did generate the conversion.
Just because the display-ad is placed on the webpage that the consumer is viewing, it does not necessarily mean that the consumer noticed it.
Other means of advertising such as Radio or search results may drive them to the website instead.
Another concern being that many people regularly delete cookies from their machine and as a result, are deleting possible View Through conversions in the report.
However, this is a concern not only facing the View Through reporting tool, but most online advertising reporting tools.
So the question is, how exactly will View Through benefit ones online advertising campaign? Firstly, the data provided from the View Through report can be used to optimize a campaigns performance based on how users are responding to display ads.
As a result, you can optimize underperforming ads by using ads with high View Through conversions and alter the design of not so successful display ads accordingly.
This can result in increasing online conversions and revenues.
It is clear that there is more to the View Through Tracking Tool than on first impression (excuse the pun).
It allows an online Marketing professional to get a fuller and more detailed understanding of the effectiveness of display ads on the content network.
With this valuable information (as provided by the View Through reporting tool) it allows for campaign optimization, the potential increase in return on investment (ROI) and increased revenues.
After all, isn't that the point of advertising?
Standard click conversion reporting follows the consumer from the ad impression to the ad being clicked on, and finally a conversion being made from the ad as a result from it being clicked on.
However, there was no way to measure if an ad simply being viewed by a consumer resulted in prompting a conversion.
With the introduction of View Through (which is now also being made available for Facebook advertising also) it is clear that it will be a useful tool for online marketing professionals.
So how exactly does the View Through reporting tool work? Let's assume that you own a company that sells baby supplies and you are wanting to measure the effectiveness of display ads that you have placed on the content network.
If a consumer views this ad, but does not click on it, an AdSense cookie will be placed on this person computer.
If, within 30 days from the ad being viewed the consumer makes a conversion on your site - this will be documented in the View Through reporting tool.
As you can see, it provides a very detailed and more fuller report on the effectiveness of ads that haven't been clicked on.
Despite the View Through reporting tool providing a deeper insight into the effectiveness of display ads, there are some concerns regarding the accuracy of its reports.
For example, View Through reports only show View Through conversions within a 30 day time frame.
If display ads produce conversions outside of this timeframe, they will not be included in the View Through report therefore limiting its data.
The most pressing concern is identifying if the display-ad really did generate the conversion.
Just because the display-ad is placed on the webpage that the consumer is viewing, it does not necessarily mean that the consumer noticed it.
Other means of advertising such as Radio or search results may drive them to the website instead.
Another concern being that many people regularly delete cookies from their machine and as a result, are deleting possible View Through conversions in the report.
However, this is a concern not only facing the View Through reporting tool, but most online advertising reporting tools.
So the question is, how exactly will View Through benefit ones online advertising campaign? Firstly, the data provided from the View Through report can be used to optimize a campaigns performance based on how users are responding to display ads.
As a result, you can optimize underperforming ads by using ads with high View Through conversions and alter the design of not so successful display ads accordingly.
This can result in increasing online conversions and revenues.
It is clear that there is more to the View Through Tracking Tool than on first impression (excuse the pun).
It allows an online Marketing professional to get a fuller and more detailed understanding of the effectiveness of display ads on the content network.
With this valuable information (as provided by the View Through reporting tool) it allows for campaign optimization, the potential increase in return on investment (ROI) and increased revenues.
After all, isn't that the point of advertising?