eMarketer and others have brought to light the concept of view-through conversion. This is essentially when users see an online ad but do not click on it, only to search for the product, brand or service that they saw in the ad at a later time. This can be accomplished by entering the company URL directly into the browser bar, a search through a search engine, or even through social sites. Lately this idea has been getting some attention, and it holds significance for affiliates and website owners. While the ad might not get clicked, it still leaves an impression and delivers key information to users for later use.
What this means is that the ad is a starting touch point, but certainly not the end. It also means that the ad itself needs to leave an impression and facilitate further information gathering. As an affiliate it's critical that your advertisement doesn't just drive a search for the product you sell, but a search to buy that product on your website.
See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/07/08/focus-on-the-creative-not-clicks.aspx
What this means is that the ad is a starting touch point, but certainly not the end. It also means that the ad itself needs to leave an impression and facilitate further information gathering. As an affiliate it's critical that your advertisement doesn't just drive a search for the product you sell, but a search to buy that product on your website.
See the full story at: http://www.websitemagazine.com/content/blogs/posts/archive/2009/07/08/focus-on-the-creative-not-clicks.aspx
