As marketers look to build digital campaigns to connect
with and influence consumers, many are asking how best to
measure success and optimize the impact of their ad
campaigns. Since the early days of digital advertising,
online marketing has been focused on optimizing ad
campaigns for the click. But while clicks are an effective
way to measure campaigns designed to drive traffic and
fulfill direct response goals, increasingly, research from
firms like Nielsen suggest that clicks aren't the right
metric for the broader set of marketing objectives beyond
direct response.
So how can marketers with goals like driving in-store
purchase or branding objectives - those similar to TV -
build and measure their campaigns? Today at IAB MIXX, Brad
Smallwood, Facebook's Head of Measurement and Insights,
discussed findings from a study conducted in partnership
with Datalogix--using a new tool that connects ad exposure
(seeing a brand's ad) on Facebook with in-store
purchases (buying the brand's product). This tool
enables marketers who have offline sales objectives to
measure and optimize their digital campaigns, and this
research represents a first look at the key conclusions
from a study of over 50 digital campaigns.
Read the full post at
Facebook Studio.
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