Difficulty in measuring real impact

[sharminakter]

Example: On online news sites, traditional top banners and sidebar ads are often ignored as users focus solely on reading the article they want to read. An advertiser may spend a significant budget on these ads but get very little return on their investment because users simply don’t notice the ads.

Low engagement
Click-through rates for traditional banner ads have declined significantly over the years. The average click-through rate can be less than 0.1%, meaning that only one in a thousand users who see an ad clicks on it.

Example: A retailer launches a campaign for its new product line using standard-sized banners. Despite a high number of impressions, very few users click on the ad. This results in low traffic to the website and poor sales results from the campaign, indicating low engagement in traditional display advertising.

Traditional metrics like impressions and clicks don't give a comprehensive picture of the true impact of advertising on brand awareness or purchase intentions. They don't tell you how an ad affects a consumer's italy phone data perception of a brand or whether it makes them consider purchasing a product in the future.

Example: A cosmetics brand launches a new skincare product and uses traditional banners for marketing. Although the ads have a high number of impressions, the brand is unable to estimate how many users actually saw the ad or remembered it later. This makes it difficult to measure marketing effectiveness and optimize the campaign.

Ad placement
Ads may appear on a page, but if they are out of the user’s field of view or don’t spark interest, their impact will be minimal. Many traditional ad placements are located on the sides or bottom of a site, where users spend less time or don’t look at it at all.

Example: A travel company places its ad at the bottom of the page, where the ad only appears when the user scrolls to the bottom of the page. However, most users never reach the bottom of the page, so the ad is missed. This results in wasted ad impressions and low impact.