Retos De Medir El Roi En Línea

What are the challenges of measuring ROI from display advertising?

The first challenge comes with the measure of CPM. As the Comscore presentation says, the data obtained of visitors or uniquevisitors is not always accurate because it uses Cookies. Cookies have some disadvantages: 1. People can be counted more times because every time they erase a cookie are counted as a new user. In an studymade by Comescore,” a site’s visitor base will typically overstate the true number of unique visitors by a factor of up to 2.5x, which is to say an overstatement of up to 150 percent.” 2. A cookiemeasures “the place” entering the web, not the person, so the same person accessing the site from a mobile, laptop or a PC is counted 3 times, while different people accessing a site from one PC willcount only as one person.

But the challenge does not stop at CPM, the second challenge comes with the measuring CTR. CTR does not measure the effect on time of the advertising. In this study we seethat “Users exposed to display ads are far more likely to search for advertiser search terms.” And “Site visitation climbs steadily with increased display exposures”. Therefore, we can´t assume that alow CTR means the advertising is ineffective.

As a third challenge we have the CPA, and I say it’s a challenge because advertisers that don’t conduct sales through the internet cannot use it, andthose who have it, may blame on advertising a problem presented on the sales funnel in their own website (like difficulties for the users to make the purchase).

However, challenges do not apply onlyto On-line advertising, most media present difficulties in measuring: Outdoor, measured by traffic census on a given avenue, can´t tell if there was one or more persons in a car, and we don’t know ifpassing through an avenue means that the person really saw the advertising; Printed media, we know the print on, but we not always know the pass on, and we can´t tell if the reader saw our...