Many advertisers offer companies and individuals both impression- and performance-based measurements. Google’s Adsense allows revenue to be collected in number of impressions or per click. Popular video-sharing website Revver relies mainly on click throughs, but it recently introduced impression-based advertising.
Heather Luttrell is president of online marketer IndieClick, based in Los Angeles, which charges according to impressions. The company’s goal is to connect retailers with viewers who are highly relevant to the advertiser, ensuring an attentive audience.
“Clicks are not the most important thing,” Luttrell says. How people find the site is not as important as tracking what they do once they go to the site. IndieClick found that click throughs accounted for only a fraction of the increased site activity created by an ad campaign. On a consistent basis, Luttrell says, site statistics “showed seven times more traffic at that destination site than we would have shown through click through alone.”
Yoo recommends focusing on targeting neither explicit nor implicit memory but, rather, both. A larger campaign might not be based exclusively on click-through behavior, he says, and many of the implicit effects of online advertising are not yet fully understood.