Digital ads hit-or-miss target - By Product Category
Digital ads
hit-or-miss target, depending on product category: comScore. “Half the money I spend on advertising
is wasted; the trouble is I don’t know which half.” That famous line by
department store owner John Wanamaker may need an update in the digital age. An analysis of several product
categories shows an average two-thirds (66%) of digital advertising misses its
target. Some ad categories are more likely than others to miss their
target. Only 42% of retail
ads reach the intended target and just 41% of consumer product ads reach hit
the bulls eye. It’s 50-50
for auto ads, comScore finds. “Achieving 100% in-target delivery isn’t
necessarily realistic and it isn’t always feasible,” comScore senior director
of product marketing and ad effectiveness Andrea Vollman said last week during
a webinar. “As the target
narrows, the likelihood of hitting that target also becomes smaller.” ComScore
analysis found that when an advertiser had a broad target, like adults 18+, the
ads hit the target 88% of the time. But when it’s narrowed down to a 35-44 demo, just 42% of ads reach the
target. Yet advertisers still pour billions of dollars into website
advertising. The biggest display advertiser during the first quarter was
AT&T, which comScore says had 21.2 billon impressions on desktops. Intuit’s
TurboTax was also a big spender, ranking fourth with a total of 8.8 billion
impressions. Three of the top 10 were automakers: No. 5 Nissan, No. 9 Fiat and
No. 10 Toyota. “These advertisers in the auto space understand that their
customers are increasingly turning to the internet during the buying process to
research their options, compare across manufacturers and compare different
pricing,” Vollman said. Other big spenders included Microsoft, Verizon, Amazon,
and SoftBank.
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