Experts believe that results-based marketing is becoming too important in online marketing. The results-based yardstick is starting to be applied to banner-based graphic campaigns as well, despite the fact that these types of campaigns are carried out to build a brand and the simple perception of advertising space is largely the objective.
But since banners are measurable, advertisers want to see the advertising data numbers, and the low click-through rates they receive, between 0.1 and 0.2%, end up influencing price negotiations. This could be one of the reasons why the price per thousand contacts is in free fall.
According to Martin Lütgenau, Director and CEO of Tomorrow Focus, advertisers need to be shown that online branding works and that there is interaction between branding and performance campaigns. Lütgenau says that sales and response rates for performance campaigns increase significantly as soon as branding campaigns are introduced. The more customers think and trust the brand, the higher the sales.
Furthermore, the development of techniques such as frequency capping , contact class optimization and targeting of target audiences will change the way display and video advertising is distributed, encouraging advertisers to devote their budgets to online branding.
Paul Mudter, Director of Interactive at IP Deutschland, believes that the Internet should be made more transparent and fully measured, and that agencies and advertisers should be able to evaluate the effectiveness of online campaigns. Matthias Ehrlich, on the other hand, believes that advertisers can be shown the effects of branding campaigns on the brand and sales. In addition, agencies should communicate more know-how and advise advertisers.