What We Don’t Know About Advertising
ADOTAS — Deleting cookies, success without clickthroughs and clutter can be good were some of the messages brought out at a recent advertising conference.
The ridiculously named Empirical Generalizations in Advertising Conference brought some of the best researchers together, and here are some of the interesting tidbits:
“Consumers who delete cookies from their computers can skew advertising data,” said Gian Fulgoni, Chairman, comScore, Inc. “If a cookie has been deleted you think you are reaching a new machine when you are really just delivering additional exposure. This results in an overstatement of up to 2.5 times in unique visitors and an understatement of frequency.”
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“Even with no clicks or minimal clicks, online display ads can generate substantial lift in site visitation, trademark search queries and lift in both online and offline sales. The only reason we have the focus on clicks is that they can be measured. The Internet measures came out of the minds of technical people, not advertising people,” says Robert Gunther.
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Ed Keller, CEO of the The Keller Fay Group, said approximately 20 percent of word of mouth is stimulated by advertising.
“While people talk about online impressions, there are 3.5 billion brand impressions created every day through word of mouth,” said Keller.
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When more advertising is aired, audiences recall more ads in both “low clutter” and “high clutter” conditions, said Erica Riebe of Ehrenberg-Bass Institute for Marketing Science.
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