Are you leaving an impression?
Posted: June 20, 2012 | 9:09 ET by Tessa Wegert
Just how many ad impressions it takes to convert a consumer into a customer is a marketing mystery for the ages. Traditional media buyers have said the optimal number of "touches" can range from 6 to 12, but this includes every nature of exposure, from e-mail to direct mail, display ad to TV spot. And given the sheer volume of media exposure consumers must deal with on an everyday basis, it might be prudent to lean toward the lower end of this scale.
Smarter still is to consider the nature and scope of each unique campaign, particularly when the campaigns are confined to digital media. Forcing your target consumer to sit through the same online video ad every commercial break during a long-form video program is nothing short of cruel. Combining a couple of those spots with banners and e-mails placed where that same consumer is likely to see them, however, is a brilliant marketing strategy.
To execute a campaign in which ad impressions are in perfect balance takes a good amount of effort. The most memorable campaigns I've seen of late have included display ads and integrated e-mails, along with social media chatter and even unpaid press mentions. In order to achieve maximum impact, every exposure must be made to collide in a consumer's life at the very same moment. It's an issue of placement and scheduling, both of them equally important to creating the impression that a brand is everywhere when, in fact, it's only everywhere the brand knows the consumer likes to go.
There is no one answer to the question of optimal ad exposure. There is only a brand, a target audience, and the media that binds them together.
Tags: Interactive Strategist
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Tessa Wegert is a veteran media strategist with a background in media planning and buying, content development, ad copywriting, and campaign management. As a prominent industry writer she has been covering digital marketing and technology for leading newspapers and trade publications for over a decade. Connect with her on Twitter (@tessawegert) and LinkedIn.