It is no secret that digital advertising is on the rise and traditional print is not. It hasn’t happened yet but slowly but surely my digital sales are gaining ground on my print sales such as newspaper display and the direct mail product I manage FlyerMail. Out of the 80 to 100 advertisers whom I manage their digital platforms 100 per cent of those were exclusive print clients in the past. This is good news in the sense that I am keeping these dollars away from digital competitors or at least getting my share. This becomes more important as print budgets get cut and businesses allocate that revenue to online advertising. The challenge I have is virtually all of my clients had never spent a dollar online before I converted them.
There are many digital platforms at Metroland Media but one of the most popular for new advertisers wanting to get their feet wet in the digital world are online display ads. The most popular online ads for first timers are the big box, double skyscraper and leaderboard. Your digital advertising rep can show you examples on their tablet. At Metroland we sell impressions. These aren’t expensive a local customer can purchase 20,000 impressions per month for as low as $240. Being so inexpensive makes this type of advertising very easy to sell as it fits most advertising budgets. One of my greatest challenges is managing click thru expectations due to platforms such as google ad words and other pay per click services. Impression advertising is much more than this but this all too often seems to be forgotten. (Read my blog “It’s about more than just the click).
So what click thru rate should you expect? From everything I have read the average click thru rate in Canada is .09 per cent. So this means if you run a campaign at 20,000 impressions per month you would receive 216 clicks on 240,000 annual impressions. Not bad if you consider the campaign just brought 216 people to your store which in the digital world we call a website. My clients running campaigns on the Metroland network generally receive a click thru rate between .2-.5 per cent. This is 2-6 times the industry average pretty amazing right? It is but for first timers I spend a lot of my time educating that their campaign is performing very well. The initial client reaction is usually the same “240,000 impressions and only 500 clicks?” I then explain that their ad appeared on webpages 240,000 times and 500 people clicked. Where else can you track an ad campaign like that? Maybe coupons but no other traditional media can.
Whether you are a first timer or already advertising online please be realistic with your expectations. Remember every impression counts in the advertising world and if your program is performing at or above the national click thru average stick with it. Be consistent, change the call to action from time to time and this type of advertising will become an important part of your marketing strategy. Give it a year and you will see results with a decent ROI.
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