Almost since I started working, the display ( banner ) has been one of the online channels you have worked more.

Although I worked with a year ago, my first serious contact was in the year 2000 when I started working in Vocento.

Since that time (my mother as the years pass!), So far, both the sector as the channel itself have evolved (much).

At first they were just a way to generate traffic. Conversion does not matter so much if these came perfect, but well. At the end of the day were not measured more than impressions and CTR (which incidentally, were impressive compared to today).

Over the years, the banners became a tool of direct conversion, and a bad measurement methodology, are only valued for direct conversions (last click) collected. Not for his contribution to the final conversion (assisted conversions). But the results more or less came, there were not many complaints.

What happens now ? The maturity of the channel, changing the habits of Internet users and, of course, the crisis affecting all have made that the results are not so good.

The overall conclusion? The banner is dead. Not at all! What has happened is that our way of doing campaigns must also evolve and many have been in the form of campaigning 8-10 years.

The ‘new’ existing techniques ( retargeting, RTB) and the evolution of digital analytics, allow us to manage our campaigns in a much more effective way, whatever our goal.

For these reasons, our understanding banner campaigns should too.

What is the role of the banner in a strategy online?

We have spent all branding ( awareness ) and low conversion, full conversion and little branding, now what?
It is not to assign a role to the banner: used to X, but not Y. This is understand the process continues until a user makes the decision to buy and think about what should be the role of the banner (which does best the banner?

I recently published a post in which he commented the results of a study on the role of each online channel in the conversion process, which could be seen clearly that the display is much more effective at the stage of consideration and little or nothing on the stage of action (final conversion), when it comes to conversions (the study does not show us the results of campaigns branding ).

I think it does not fit at all to reality . I think the study was not entirely accurate, and doing well, the percentage of late conversions (stage action ) would be higher. But if it reflects part of reality, so we must take it as a reference.


Contribution to the online channel conversion – Source: Convertro

That is, the results of the study corroborate what I said at the beginning of the post. So we add the assisted conversions, as other criteria when evaluating the results of a banner campaign focused on the conversion.

So far we have talked about what happens after the click. The user can directly convert or finish making by other means (search engines, direct traffic, etc.). We would discuss pending allocation models, but this will be discussed in another post.

But how do we measure the effect it has on the user only sees the banner and do not click?

How to measure correctly a banner campaign

I think I should begin by clarifying the four caseloads that we can find:

  • The user clicks and turns.
  • Clicks and makes no
  • See the banner and then converted by another channel.
  • See the banner and not converted.

Differences between post-click and post view

I have not found its definition in Wikipedia, but it’s pretty clear. We analyze what happens after the click (first two cases) or after we show a banner but do not click (the last two).

Through the use of cookies, we can know if the user converts after seeing a creative banner, click on it or not.

I am clear that the post views bring conversions, but also we should be wary of counting them. What extent we ‘believe us’ that the effect of seeing a banner has become a user?

If a company only makes banner campaign, it is possible that the effect of post view is more durable.

But what happens when the company has active campaigns in other channels on and off? We can not know if we have that user marked post view is over the effect of converting the banner or the rest of the campaign.

As a conclusion, we must consider whether conversions post view , but we must define its effect to the following post 48-72h banner printing.

But the contribution of the banner is not here what effect does the banner for users who have not finished becoming? Hayan clicked on the banner or not, this has influenced them in some way.

Consider all the contributions of a strategy for display throughout the purchase funnel or marketing funnel.

What brings the display at each stage of funnel and how to measure

Stage 1 awareness
There click through or not and when the user is converted, see a banner has a positive effect on the conversion process.

Helps reinforce the branding helps that we present this brand. Fundamental to finally convert (I can almost see my friend Nacho Carnes nodding .How do I measure the branding generated by a banner?

The truth is that it is not easy. Let’s see how:

In the media :
Depending on the number of impressions, banner format, position and page where it appears, its positive effects will be higher or lower.

My recommendation would give a different valuation each impression based on these criteria and then weighted. This will give you a number to become our ‘ brand score’.

So we have a reference to the contribution of each marketing branding brand.

In our web :
If you’ve been clicking is clear. We can measure the branding in the form of visits, and also if these visits are new we will be releasing a ‘new’ audience.

But if you have not clicked, we have no choice but to try to look for correlations (and causality) between banner impressions and the growth of the organic and direct traffic.

Stage 2 consideration
We can measure their participation in the final conversion in the form of assisted conversions (which we mentioned at the beginning of the post) and if there has been no conversion we can do in the form of micro conversions and increase in return visits in the organic and direct traffic.

Stage 3 action
At this stage it’s clearer. Then we can measure direct conversions (in which we have just registered an interaction (click on the banner and conversion) or in which the banner was the last click prior to conversion. As said before, we should talk about attribution models, but rather leave it for another post.

Stage 4 advocacy
At this stage it is not advisable to banner campaigns, as we have ways to communicate with our customers much cheaper (newsletters, client area on the website, etc.).

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