As the media landscape evolves, it’s important that we keep abreast of how different channels are changing. In our latest POV, m/SIX considers why digital display suffers unjustly at the hands of last-touch attribution. When display is measured using first touch or econometrics, it can be a strong channel for marketers.
Digital display doesn’t always score great when it comes to last-touch attribution, especially on a cost per acquisition basis. It’s not unusual for display to take the last position when measured against affiliates, search, or social.
There’s a huge amount of compelling evidence to suggest that digital display delivers much more than we think. This comes from two sources; first, when we look at display through the lens of full-funnel attribution, we see that display performs between five and ten times better than last-touch metrics suggest. Second, when display is measured through Display and Video 360, a Google tool that executes end-to-end campaigns, and the number of purchase journeys the channel starts is examined, it’s often five to ten times more journeys compared to last-touch attribution.
This important insight is corroborated by two different types of attribution – digital display starts more journeys compared to last-touch attribution.
The evidence suggests advertisers should treat digital display as a growth driver – a channel that increases visibility and presence in digital environments – key requirements for demand generation and growth in the digital world.
As media consumption shifts further into digital channels, agencies and advertisers must find innovative ways to maintain brand visibility and presence. Digital display and video will be a key way of maintaining visibility and starting new buyer journeys to drive business growth.