Moving Beyond the Click to Measure and Optimize Brand Lift

20 12 2010
The industry is quickly moving beyond the idea of the online channel as a direct response vehicle measured by click-throughs to utilizing it as a branding vehicle, where the true potential of digital advertising can be realized.
As an increasing volume of brands budgets move to digital, advertisers will seek to more accurately measure the total impact of their campaigns. They will also turn to real-time bidding channels for higher efficiencies, which will accelerate the need for top of funnel metrics.
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