What Is Advertising Impression?
In advertising, attracting viewers is key because marketing relies in part on repetition and the consumer remembering the company when he shops for services and goods. However, advertising impressions are only important when they lead to sales. Thus, companies should try to improve the number of impressions and the conversion rates for their ads.
Other People Are Reading
-
Identification
-
An advertising impression occurs when someone views an ad, according to TechTarget.com. This term most commonly describes ad views on Internet websites. For instance, webpages often place a banner at the top of the site's homepage that displays sales and ad information that might be pertinent to a patron of the site. If the person returns to the website later and sees the same ad, the ad receives two impressions.
Types
-
Advertisements are usually hosted on a separate server from the main site that keeps a tally of total ad views. The website may display the same ad for every visitor or randomly generate an ad. A single ad may receive multiple impression by the same viewer depending on its position on the page. For instance, long ads that require the user to scroll down usually count as two impressions, according to "Brick Marketing."
-
Conversion
-
Converting viewers into customers is just as important as gaining viewers, because a successful advertising campaign increases the number of sales for a company. Thus, companies usually pay a premium when a viewer clicks on an ad or purchases something through that ad. Also, advertisers and businesses usually negotiate how to count impressions. For instance, a company might only pay for a video ad impression if the viewer watches the entire program.
Tip
-
Companies advertising on the Web should consider incorporating social media into their ad campaigns because they are usually more effective than regular ads. In a 2010 Nielsen Company survey, using social media advocacy, such as showing friends of the viewer liking an ad on Facebook, increased recall by 6 percent and quadrupled intent to purchase after clicking on an ad.
-
References
- Brick Marketing: What is an Impression?
- TechTarget: Advertising Terminology on the Internet
- AdAge; Why Video Advertising Needs to Dump Impressions and Move to 'Cost Per View'; Brett Wilson and Baljeet Singh; March 2011
- Nielsen; Nielsen/Facebook Report: The Value of Social Media Ad Impressions; Jon Gibs; April 2010
