From Mad.co.uk "Technology Weekly"
There is worrying contradiction at play
within digital advertising right now: despite the growth in online
channels (display, rich media, in-stream, mobile, VOD) and
opportunities for digital marketers, a growing amount of credit is
still being attributed to the impact of Search. Ciaran McConaghy,
Analytics Manager, Atlas Solutions EMEA comments
In a world where consumer sales are affected by a far wider and more
complex spectrum of influences than one search engine click alone, do
the search engine giants deserve this powerful reputation? Our latest
research suggests not. A consumer may have first interacted with a
brand via a display advert, read a promotional email and watched a
video, only to return several days later to a search engine to find the
product and make a purchase. But why do the majority of advertisers
still attribute 100 per cent of the credit for a sale to the last ad
click? How are multiple advert impressions impacting the performance of
a campaign? And should we be taking into account the synergy between
different marketing campaigns?
The ‘last click wins’ approach discounts all outside influences,
attributing the conversion solely to the search engine even when Search
is used purely as a navigational tool. Our research shows that nine out
of ten online purchases are made by consumers who have seen adverts
over multiple media sources, and that users reached across multiple
sites are twice as likely to convert compared to those reached on one
site alone.
Last week Silver Lining tested a WiFi Hot Spot at the annual Country Classic Horse Show at the Hunter Creek Equestrian Center in Wilsonville, Oregon. The ad supported WiFI was completely powered by mobile broadband. 