Nielsen Brand Effect - Beyond Clicks
Executive summary
Advertisers increasingly think of online as a place to build their brands, but need greater confidence that their online investments are helping them achieve their brand goals. This paper explores both the role of online ads in brand building, as well as the best metrics for measuring the success of Internet ads against marketers' goals. Leveraging Nielsen's advertising effectiveness solutions to examine this relationship, the following conclusions will be discussed in this paper:
- Click-through rate is not the right metric to measure brand impact-virtually no relationship exists between clicks and brand metrics...