While online advertising like pay-per-click has focused on the ROI of click-through rates a new study has confirmed the brand and traffic building benefits even with searchers that don’t click.
“…marketers shouldn’t fixate on the number of people who click on ads. According to the research, just seeing an ad on a Web page can impact memory.”
What are the implications? Advertisers need to consider the long term benefits of the number of impressions an ad achieves, not just the click-through rate.
As reported by the president of one impression based venue,
“site statistics showed seven times more traffic at that destination site than we would have shown through click through alone.”