Are you optimizing on the ‘View’?

December 22nd, 2008

If you haven’t already, you must read this post by Fred Wilson which summarizes a recent Comscore whitepaper Whiter The Click?.

I’m not going to re-summarize the paper as Fred’s post already does that. The findings are clear — display has a significant impact on consumers which is often not shown by clicks alone. Check out the graph:

This means that if you aren’t tracking (and billing!) on this behavior on performance based campaigns you are leaving some serious money on the table!

Question of the day — who’s got a good technology to track this?

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Posted by Mike Filed in online advertising

2 Responses to “Are you optimizing on the ‘View’?”

  1. Ad Traders Says:
    December 27th, 2008 at 6:13 pm

    Good stuff.

    ClearSaleing is trying to do this. As is Microsoft with its engagement mapping. I’m sure there are others. Obviously, this is great news for advertising exchanges selling display.

    http://www.clearsaleing.com/

    http://www.microsoft.com/presspass/press/2008/feb08/02-25EngagementMappingPR.mspx

  2. Ad Exchange Research: Comscore Makes The Case for Display Advertising Says:
    December 30th, 2008 at 2:28 pm

    [...] and networks in a new white paper called “Whither the Click.” (Get it here.) Thanks to MikeOnAds and Fred Wilson for the heads [...]

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