It's generally an accepted principle that in order to have a successful business you must advertise. Of course advertising increased brand awareness and hopefully, depending on how good it is, it actually helps you sell products/services. "Everyone" knows this but it's truly hard to measure the value of brand awareness. Interactive, including mobile and web advertising seems complicated and there are many buzzwords generated about "clicks", "hits", "impressions etc...
The real question, which is obviously debatable is what is the value of the seeing the message online?
I read an article published on OutSellInc by Chuck Richard, Vice President & Lead Analyst for the website entitled "Click Rate Trend A blessing in Disguise" (article not available to public, must be member). This article brings up some good discussion points about the power measurement and how we are selling it to advertisers.
I think we really need to get away from the idea that we can somehow explain to our advertisers how effective their online campaigns with a simple CTR (click through rate). Print advertising has for a long time been able to get away with simply giving it's circulation and readers gender, income and age as a value proposition...so why is it that advertisers expect more for their online campaigns? Is it something we are doing wrong?
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