Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable. This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization. We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns. Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions. Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.
Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the chart). 2) People prefer mobile devices to shop for mobile consumable products and services like restaurant reservations and apps. 3) People prefer different devices for different activities – 39% of readers prefer tablets and 57% of readers who own tablets prefer to use them for reading, 30% of social users prefer phones, and 87% of shoppers overwhelmingly prefer computers.
Programmatic Experience: Mobile users show high click rates, but those clicks do not convert into business.
Take-away: Your mobile views and clicks may be providing the stimulus that is driving search and browsing online where people prefer to shop. Online advertising, where consumers prefer to shop, may have a greater effect on conversions and revenue than ads in mobile channels.