The Role of Display Advertising in the Purchasing Process

"Display advertising is only effective for branding." This has long been the reputation held by online advertising in the form of banners, skyscrapers, rectangles, etc. intelliAd’s post view tracking can precisely determine the actual performance of banner & co., as well as their role in the purchasing process. Post view tracking records all user actions after a display ad is shown, which allows for potential subconscious advertising effects on the behavior of potential buyers to be determined.

Measurable Effect of Branding on Conversions and ROI

The intelliAd Tracking Pixel is placed at the respective ad server for post view tracking. This allows the performance data for each individual advertisement for each advertising marketer, such as Google’s DoubleClick Ad Exchange, to be displayed. This allows you, for example, to determine the influence of impressions on the conversion rate and shopping cart value and to link sales and profits to display channels.

Advertisers gain important insights on the importance of the display impression in the conversion chain and how the individual channels in the click chain should be weighted. intelliAd Bid Management can then regulate the bid prices accordingly so that the budget can be modified according to the actual created value.

Advertising customers can see how many advertisements a user usually comes into contact with on average before making a purchase and can then deduce the best contact frequency to maximize sales. Measuring branding effects is very important, especially for agencies, as it allows the effects of display campaigns on conversions and sales to be verified with actual numbers. Doing so has never been possible before from an analytical perspective.