True Mobile View-Thru

True Mobile View-Thru – Measuring website activity from non-clicked impressions

Measuring website activity from non-clicked impressions

There are many elements of a digital display campaign, creative design, audience targeting, and publisher placement just to name a few. Measuring your success and the ROI of your campaign is probably the most critical element, and its not just about Impressions and CTR.  Having a good understanding of how your creative message resonates with your audience is important, but..

What happened to all of the people who were served banners and did NOT click?

Winstar Interactive can help you answer this question!

Using a unique Optiq tracking tool we have the ability to track users within a mobile campaign audience who were served an Impression, but did NOT click, yet at a later time visited the advertiser’s website and took action, either by viewing related pages, completing a form, or requesting more information from the advertiser.

Traditional Click-through attribution is a legacy technology based on cookies, and with the increase use of mobile digital devices cookie tracking is a technology that does not play nice in a mobile first world, and here are some reasons why:

    • Over 85% of mobile inventory is in-app; cookies do not work in the mobile world because app developers didn’t build their technology to include them.
    • When a user clicks on a mobile ad, and is directed to a mobile website, once the web browser is closed, all of the cookies are wiped out.  It’s like a physical barrier that won’t allow DCM to recognize the path the user takes to get to their site.
    • Marketers NEED to connect those dots – those attribution dots – to calculate true ROI.
    • Considering how important this attribution is our technology partners went to work and created a solution to solve this problem. Introducing OPTiQ, a proprietary tracking technology that allows marketers to “connect the dots” – even when the user DOES NOT CLICK

Considering how important this attribution is our technology partners went to work and created a solution to solve this problem. Introducing OPTiQ, a proprietary tracking technology that allows marketers to “connect the dots” – even when the user DOES NOT CLICK

Contact Winstar today to discuss how True View-thru tracking will benefit your campaign reporting!

You can use view-through conversion tracking to better measure return on investment (ROI) for your display campaigns and optimize your campaigns based on how users are responding to your display ads. Here are some key benefits of using view-through conversion tracking:

  • Determine the best places (or sites) to advertise to maximize overall conversions. The reporting data can be used to understand which sites work well for display oriented placement-targeted campaigns
  • Optimize your campaign performance based on how users are responding to your display ads, even if they don’t click.

When using True View-Thru and Listen-Thru, and we serve any of our ads (display, interstitial, pre-roll, audio) to a user’s device, and they DO NOT CLICK, but return to the advertiser’s site at a later date, we will capture that device ID and report on all downstream actions taken.

  • If the user returns via search, we still see them, no matter how they get there
  • If the user returns on another device (tablet, desktop, laptop), we still see them, because we are using IP address data across all platforms associated with that IP.
Written by: Scott Riegle