The Value of An Impression
Internet advertising is a buzz saw of different ways to sell things. People talk about clicks hits and impressions as though they can make or break you business. Can they?? No but they can grow your business. Customers of mine and I discuss clicks, hits and impressions. I seem to have to discuss Impressions the most.
So what is the value of an impression? I will give you my take on it as well of stuff I have read. The first thing is everyone has images in their mind that cannot seem to forget. If it is a good ad like the Coppertone/Jodi Foster when I put on sun tan lotion on my off white body I think of the ad. When I get a burger at Wendy’s I think of the where’s the beef lady. And now my mind when I see a mouse or gerbil I think of driving a Kia soul. I am sure there are some that cannot escape you as well. The swish of Nike, The Ford Blue oval, the Marlboro man is part of my images as well. They never leave me. So if a company can make a hit like these they will have ever lasting brand loyalty. If your ad has a good rememberable graphic and it seen on a site like yahoo.com, weather.com or whitecounty.com but if does not have to many clicks on it does it have value. I know it does but some like to argue the value of it. So let’s discuss.
An impression is subjective, it is a human experience. So each human is different yet still has an effect from seeing a picture/ (Ad) on-line. So what is Value per impression (VPI) to us the viewer. It is what can make your online presence grow. Make a good ad with something catchy and people will remember it. People who see an ad, studies show 16 percent people remember an ad from a page and search for it later if it is effective ad that is even higher. With one of our campaigns I used a phrase that was nowhere else on the product but just on the online ad. Ended up getting a search for that phrase later and people came back to site searching that phrase. Out of 125,000 impressions we received 1800 searches for that new phrase that marketed that company name. The only place that phrase was on our online ads. We received just 2000 clicks on the same ad as well. So as you can see there is value in an impression if people search for it later. So you can see people do remember what they see and there is value of an impression.
So what is “The Value of An Impression” to you? Have you ever thought it through. You need to with your logo or ad.
Do you have an effective ad? Do you want to get in the online ad world or do it better? Let me know or discuss below.
Here is my good friend Brad Bacon, a fellow geek’s, value of an impression.