How to measure online activities?

This is why we can with all certainty tell that one can't prove an ad to be ineffective just by the shortage of click numbers. They will prove to be effective, it just takes time until the post-view users reach a landing page. Post-view is all about brand awareness. When a user sees a banner somewhere online, and doesn't click on it, but still reaches the destination landing page later on in the future, then it means this particular user has a very good association with the brand. All in all our research means that the efficiency of the ad equals brand awareness + ad impression not necessarily click + a good visual (or a particular product).

Quite a similar behaviour can be detected amongst the television audience concerning ads. There is a possibility to order a custom report from a media house, which will have exact ad airing times. Now, their results should be compared to the web analytics results. One would be able to see a peak in the web analytics right after the TV ad has aired. This phenomena appears due to multi screening, which enables users to react to the ad very quickly (and visit a website mentioned in the ad). Gemius has concluded, that TV ads are still very influential, at least what's concerning brand awareness. It must be kept in mind that the purchase journey is not a direct one; user makes many stops in between. This is where the actual meaning of the post-view reappeares - one sees the ad and acts accordingly within a certain time frame.

Measuring ad campaigns is getting more complex and solid as we speak. This also means that the behaviour of the internet audience is always changing and in turn, we need new analytical tools. The question is - do you have a partner in the digital world that can meet all your needs?