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Campaign Reporting
One of the advantages that online advertising has over traditional advertising is that consumer responses can be tracked to a great measure by the advertiser. This can help determine how effective an ad or ad campaign is.
One drawback to this higher level or reporting, however, is that some advertisers lose sight of the significance and impact of branding as a result of online advertising. They tend to focus too heavily on click-through rates and immediate conversions without realizing that there is a significant response that cannot be tracked at the time of ad exposure or click-through. Some articles of note can be found here and here. We highly suggest that anyone interested in online advertising consider the significance of branding and tracking.
Information about our website circulation and ad tracking protocol appears below:
Circulation and Exposures
The circulation (or traffic) of CAPCO Marketing web properties change daily; however, advertisers only pay for the impressions actually delivered.
An online impression is considered to be delivered every time a banner is loaded on a page within the web property or publication the ad is running in. Each banner or ad that appears is considered one impression. Email impressions are based on the actual number of opt-in subscribers that an email dispatch is sent to.
Ad Tracking
CAPCO Marketing tracks all ad views (impressions) and responses in-house using our proprietary ad management system. Information about third-party ad delivery appears further down this page for clients interested in that type of reporting.
An ad response is recorded when the user selects the specific ad being displayed. The user is automatically directed to the advertiser's designated URL (web site address).
Advertisers are provided with campaign statistic reports on a weekly schedule, chronicling the weekly and overall results of the campaign. Reports are emailed to the advertiser in MS Excel format (unless a more compatable format is requested). Each report contains a summary of:
- Total ad impressions for each banner in the ad campaign for the weekly period
- Total ad responses for each banner in the ad campaign for the weekly period
- Total number of ad impressions to date for the ad campaign for each banner
- Total number of ad responses to date for the ad campaign for each banner
- Cumulative number of impressions for the entire campaign to date
- Cumulative number of reponses for the entire campaign to date
- CTR's associated with each individual banner for weekly period
- Cumulative CTR's associated with each individual banner for campaign to date
- Total number of email impressions delivered for the weekly period organized by dispatch, if applicable
- Total number of email impressions for the entire campaign organized by dispatch, if applicable
- Comments and/or suggestions from our advertising team regarding the campaign
Third-Party Delivery and/or Tracking
All of the advertising delivered by CAPCO Marketing through it's web properties and publications have been handled in-house since 1995. We do not outsource our ad delivery or reporting to a third-party because it is not necessary and because the cost would have to be passed on to our clients.
That being said, clients that wish to use a third-party service to deliver and report their campaign performance are invited to do so. We have worked with the most popular third-party services, including Doubleclick, AdKnowledge Engage, 24/7, AtlasDMT, and Matchlogic. Clients that wish to employ a third-party service must independently contract that service for their campaign at their own cost. Third-Party services must be approved by the publisher.
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