Display Advertising Not Getting The Credit It Deserves

Display Advertising Not Getting The Credit It Deserves

Facebook display advertising isn’t being given enough credit in consumer transactions, says full-service analytics agency Datalicious. All the love goes to search.

There’s an imbalance in how brands allocate their media spend because of inaccurate measurement, says CEO Christian Bartens. Too many companies adhere to the ‘last click attribution’ model, a model where the last media channel a consumer visits to purchase something is the one that gets all the credit for the campaign.

Generally that’s not display advertising. It’s all search.

“People simply just see display ads. They don’t click on them but they leave an impression similar to other offline ads such as TV ads or outdoor posters,” says Bartens. “In the last click model all the other touch points that came before that, that helped you make a decision, that made you aware of the product in the first place… see no credit whatsoever. They’re completely neglected.”

The latest research from Datalicious ‘Media Attribution: Optimising digital marketing spend in Financial Services’ analysed the results of seven major brands such as BUPA, AAMI and St George, across five months to measure their return on advertising spend (ROAS). It analysed 702 million media touch points across 104 million purchase paths and 75 thousand conversions.

The study found that in order for brands to fully understand where their ROAS was coming from they need to look at all the touch points of a campaign, a ‘multi-click attribution’ model.

By comparing both the last click and the multi-click attribution model the study found display advertising was being severely undervalued.

Facebook and display advertising actually deliver 830% more revenue for the brands than previously thought when looked at via a multi-click attribution model.

Swing in revenue by channel - Datalicious

The study also found that Facebook and display advertising indirectly convert and help build awareness of a product or campaign that is then captured by other touch points later on. While admitting it’s impossible to statistically prove whether display ads lead to consumers searching for the product, Bartens says the research found strong evidence that display ads have influence on the consumer.

“There is an imbalance in the way people spend their budget,” says Bartens.

“They say ‘display doesn’t generate any clicks. I’ll take all of my money out of display and put it all into search’. So marketers end up really neglecting certain channels.”

It may sound like common sense, however Bartens says it’s because there’s a lack of knowledge in the industry.

“The last click model was created in a time where online advertising was largely limited to paid search and there was no display advertising, there was no social, that was all you could do. The last click model was created to track that. It persisted for an entire decade without significantly being challenged.

“It’s a historic leftover. People simply don’t know any better.

“Paid search can no longer claim credit for most of the generated revenue and has to start sharing with other channels such as display that previously were not able to claim revenue due to an inaccurate measurement approach.”

Given there is hardly ever a single solution to a problem simply increasing Facebook or display advertising spend is not going to be enough. Like any other channel a successful campaign strategy doesn’t depend purely on overall budget but also requires a good offer, effective creative and ongoing test and optimisation program.

Download a full copy of the report here.

A second whitepaper including offline data in the attribution modelling will be released in April 2015.


Please login with linkedin to comment

Camapign Collaboration David Born ibm tennis australia

Latest News

BRISBANE, AUSTRALIA - MAY 12: James Tedesco of the Roosters scores a try during the round nine NRL match between the Sydney Roosters and the Canberra Raiders at Suncorp Stadium on May 12, 2019 in Brisbane, Australia. (Photo by Bradley Kanaris/Getty Images)
  • Media

Nielsen: Live Sport Is Delivering More Value For Sponsors

Despite the abridged seasons and lack of crowds, live sport has never been so valuable, according to new data from Nielsen. Nielsen’s year-to-date analysis shows positive year-on-year value gains for both the AFL and NRL, despite the COVID-19 outbreak. At the end of round 3 of the AFL Premiership season, total game inventory value had […]

by B&T Magazine

B&T Magazine
?stanbul, Turkey - August 28, 2017: Woman using smart phone on a wooden desk. The smart phone is an iPhone 6 plus displaying Twitter application.  iPhone is a touchscreen smartphone developed by Apple Inc.
  • Media

Reports: Twitter Is Working On A Subscription Service

Twitter is planning to launch a new subscription service, according to reports. A job listing for a senior full-stack software engineer has been shared online, revealing Twitter is working on a new subscription project. “We are a new team, codenamed Gryphon. We are building a subscription platform, one that can be reused by other teams […]

by B&T Magazine

B&T Magazine
Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.

AUSTIN, TEXAS - JUNE 18: (EDITORIAL USE ONLY) (Editors note: This image was computer generated in-game) Alice Powell of Great Britain celebrates her podium position during the W Series Esport League Round 2 at Circuit of The Americas on June 18, 2020 in Austin, United States. (Photo by Clive Rose/Getty Images)
  • Media

Getty Images Inks Deal With W Series Esports League

Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]

Closeup of a man hand holding cellphone with internet browser on screen. Man with spectacles relaxing sitting on couch while looking at mobile phone. Closeup of mature latin man using smartphone to checking email at home.
  • Technology

What’s Next For Advertising On iPhones?

Wondering what's next for advertising on iPhones? You could give Tim Cook a call or, failing him answering, read this.

by B&T Magazine

B&T Magazine