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Media Planners and Buyers Value Direct-Response Metrics

March 1, 2012

When measuring the success of online display advertising, media buyers and planners at agencies involved in online display advertising tend to place great importance on performance metrics such as conversion, even for branding awareness campaigns, according to a survey from Maxifier.

Among buyers and planners at digital marketing agencies in the US, 68% rate conversion rates as extremely (26%) or very important (42%) when optimizing brand-awareness ad campaigns, compared with 59% who view brand engagement as extremely (23%) or very important (36%).

Audience targeting is key for brand awareness campaigns with 65% of respondents rating the metric extremely or very important, as is the price of ads (57%). 

Apparently, brand advertisers are focused on reducing lost impressionsand making sure ad dollars are not wasted.

Below, additional findings from Maxifier's Ad Optimization report.

Direct-Response Campaigns

Direct-response marketers are primarily concerned with conversion: 65% of respondents rate conversion rates as either extremely (39%) or very important (26%) when optimizing direct-response campaigns. Price is ranked second with 54% ranking ad cost as extremely (28%) or very important (26%) when optimizing direct-response campaigns.

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