Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

action with a brand; however, it‘s all about the vibe, the feeling — theexperience that keeps people engaged with the brand long-term. Sonow I‘m going to say something that probably won‘t shock you:Content is key. Display alone does not a digital mix make. We‘veseen average ctrs drop over the years because it‘s not a naturalbehavior for people to click on a display ad and leave their currentdigital environment. When you create experiences for people toengage with, you capture their attention and spark the relationship.It‘s then up to the brand to continue the conversation with those theyengage.A client‘s perspective of the spaceThen: Click, click, clickity, click, click … click.Clients used display advertising to drive as many people to their siteas possible. The thought was if someone visited the Web site, thenthey must be interested in the brand. Success was measured onclicks and Web site visitation. Campaigns were optimized to drivetraffic to brand sites as efficiently as possible. Digital was viewed asa―nice to have‖ in overall media mix rather than a ―need to have,‖especially for branding advertisers. Direct-response advertisers faroutweighed brand advertisers in the digital space.Now: Is it measureable?As digital media has evolved, so has its measurement. The vastamount of data available on a digital campaign allows clients to seeexactly what the media is doing for them and how kpi goals are met.With multiple digital touch points at play, it is crucial we show thevalue of each. It‘s not about Web site visits; it‘s about brandengagement that drives real business results. While being in thesocial space is ―cool‖ and having a mobile presence is ―forwardthinking,‖ clients want to know exactly what it means for theirbusiness. We can now put measurement in place to show clients thevalue of a fan, a post, a share. We can link store sales in a specificregion to a mobile campaign. We know how many unique usersstarted watching a video, completed a video, replayed a video, andthen we can show if they visited the brand‘s site at a later date. Animpression has value and with the tools available today, we can show220