How Can Online Advertisers Get the Most Mileage for Their Money?
Episode Description
Advertisers often use multiple publishers for their online campaigns, but many are not using the best metrics to decide which publishers they should compensate, new Wharton research shows. More: http://knlg.net/1TzPIS6 📂 Management;Marketing 🏷️ Research
Brief Summary
Ron discusses online advertising attribution, revealing that paying for ad exposures is more profitable than last click commissions.
Key points
- The Attribution Problem. Understanding how to measure the effectiveness of online ads is crucial for advertisers.
- Counterintuitive Findings. Paying for ad exposures can be more profitable than paying for sales commissions.
- Misconceptions About Retargeting. Many believe retargeting ads are effective, but they often aren't.
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Episode highlights
- The Attribution ProblemUnderstanding how to measure the effectiveness of online ads is crucial for advertisers.“How do you measure the effectiveness of each ad exposure?”0:36Jul 27, 2015
- Counterintuitive FindingsPaying for ad exposures can be more profitable than paying for sales commissions.“Paying for exposures is more efficient and more profitable.”1:51Jul 27, 2015
- Misconceptions About RetargetingMany believe retargeting ads are effective, but they often aren't.“Most retargeting ads are probably very inefficient.”6:17Jul 27, 2015
Tension
40/ 100Low tension
