ComScore recently released a study confirming that “31% of the 1.7 billion ad impressions were never in view” to a visitor due to ads being below the fold of a webpage or taking too long to load before a user scrolls past them (AdAge). Yikes. Talk about throwing away money. Several advertising associations and bureaus have pulled together to create a “viewable impression” metric, indicating that the existing impression metric doesn’t really work. But you know what? There’s something even better out there than a viewable impression, and even better than a click. The most important conversion: a phone call to your business. This conversion is already measurable! In fact, with website tracking, you can trace a phone call from an ad that doesn’t even have your number on it. How? A user can click the ad, go to your website, call your website, and we can trace the call back to the ad they clicked!
Of course its scary that you may have put money into an ad that no one will ever see because its below the fold, but these types of ads are becoming recognizable in the digital media world (and are pretty obvious to the buyer because of the low cost). What is scarier is an expensive ad in a space where its going to get impressions, and just taking a leap of faith that those impressions are actually bringing you ROI. With website tracking, you don’t have to guess! What’s more, our Humanatic program will bring even more value to the phone call metric. As opposed to just knowing that you got a phone call, from a website, that was driven by your banner ad, markings from our reviewers will tell you if that call was an opportunity for new business or if a booked appointment came from the call! Below is a screen shot from our brand new reporting pod that will show you which marketing piece delivered the most important metrics to you: a call that was actually an opportunity for new business!
So don’t feel bad for the ad that nobody saw, or called. Just stop giving him money.
Click here for the AdAge Article on the ComScore study.
Tags: call categorization, call tracking, digital advertising, phone call, website tracking