By: Justine Cervenka

Think just because they didn’t click on your ad that they’re not converting? Think again!  Finally after many years of trying to track brand focused advertising and its correlation to conversions there was a study done by Pretarget and ComScore that may have an impact on how we measure success of a branding campaign.  The study revealed that clicking on an ad had the lowest correlation to a conversion than those who viewed, hovered or engaged with the ad.   Clicking an ad had a 0.01 correlation rate, followed by viewable impressions at 0.17 correlation rate and hover/interaction scored the highest rate at 0.49 out of 1.0 being the strongest correlation.

This new metric validates that developing ads that engage, entice educate and entertain web users is generating conversions.  Brand advertising may no longer be a passive long-term driver, but it may indeed be having a larger influence then what we’ve been able to give it credit for in the past.   This opens up many new opportunities as the lines between direct response online campaigns and brand impression based campaigns begin blur.

Source:  AdvertisingAge, Crain Communications