Qualitative Value of Display Advertising

One thing that often comes up in my discussions with fellow geek marketers is the qualitative value of display advertising. More precisely, the idea of valuing advertising on metrics other than the direct clicks, interactions, acquisitions, links, and so on. These other metrics may include things like lift in brand awareness or appreciation, for example, and complement quantitative metrics such as the hard clicks mentioned earlier.

Survey-based measurement, while it has its own flaws, is one of the staples of advertising measurement, and one that is little known or understood outside of the agency/advertiser circles.

Lucky you, dear readers, for Chen Wang writes a long overview of the techniques and methodologies over at MediaPost which is well worth a read. Keep in mind that the magic really happens when you combine multiple measurement sources and methodologies. The insight of mashing up site analytics, ad server analytics and survey-based measurement is often overlooked but always appreciated when properly executed.