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Beyond Impressions And Clicks: New Metrics For Measuring The Effectiveness Of Display Advertising Campaigns

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Executive Summary

With recent studies showing that fewer people are clicking on display ads, advertisers are looking for new ways to accurately measure the effectiveness of their display advertising campaigns. Channel Intelligence has taken a fresh look at the traditional metrics and has developed several innovative methods for measuring the direct and indirect influence that display ads have on consumer buying behavior. These methods include measuring: the immediate response to display ads by consumers who do not click on ads; the influence that display ads have on other marketing programs and the overall sales lift that occurs from consumers who were targeted with display ads.

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