To click or not to click….
Some hot debate about the importance, or not, of the click
has been had this week. We’ve been mulling over why when no other advertising
medium expects consumers to leave what they are happily doing in that moment to
interact with a brand, online continues to value the click as the key sign of
success. When you watch a TV ad you can still catch the second half of
Coronation Street without the media agency or client feeling that the ad spot
has been wasted. How then, within what is hailed as the most measurable of
media channels, can we make sure we are measuring the right things?
This question and that of a “universal trading currency” are
not new. Despite some important steps in the right direction, it seems as an
industry we are still some way from agreeing a currency that allows us to trade
and evaluate performance across all media channels with consistent definition
of audiences and insight into impact.
While this topic inevitably rumbles on, we need to continue
to work hard with clients to develop our understanding of digital channels in
context – whether that be by using engagement mapping reports through the
adservers to better allocate conversions to contributing channels, further
integrating analytics data with marketing or ensuring brand studies include
digital as a channel rather than an add on.
Alternatively we can follow Pringles lead and focus on clicks