Overview

Over the years, the internet has grown to become one of the most powerful mediums for communication, and has opened itself up as a platform for both marketers and advertisers alike. The success of an online campaign can be exactly measured and manipulated to maximize the return on investment.

Traditionally, many strategists have looked at the CTR to determine the success of an online campaign. All that a CTR tells us is that a particular ad intersects nicely with an impulse to respond. It doesn’t tell us if the ad is effective and that what really matters is efficiency, based on clicks, CPM rate and spend. Habari Media encourages the incorporation of Post Click Data when analysing online media campaigns to accurately determine whether an ad is successful during and after a user has viewed it. This kind of data can end up being invaluable to advertisers!

How is online different to other mediums?

Online advertising, unlike traditional mediums, allows you to learn and infer a wealth of information about your audience. You can easily determine information such as a user’s browser type, IP address, gender, age, geography, income level, and preferred language, which you can use to aim your ads at the most relevant users.

With some or all of this data in hand, you are able to reach your target market with tailored messaging and content that meets their needs while excluding users that are not part of your desired audience. What this means in practice is that you can improve your clickthroughs and conversion rates by reaching users who are more likely to be interested in your product and service, while getting a lower cost per click than you would without targeting.

All this information can be used to minimize effort and money wasted on advertising to people who are not your core audience and to ensure that you talk to the right people in the right way.

The trackability and measurability of online advertising means that you can measure your success easily and adjust your campaigns as you need. You can measure and refine your campaign to bring it closer and closer to the balance of reach and targeting that best meets your needs.