A BAD online campaign is worse than NONE at all!
According to a recent article by eMarketer daily, a bad online campaign is worse than none at all.
Good creative makes a successful campaign. Recent data from Dynamic Logic indicates that the worst-performing campaigns have negatively affected brand metrics.
"The bottom 20% of online ad campaigns reduced opinions among Internet users exposed to the ads across the board. And purchase intent was pushed down the most by a bad campaign—by 4.1 percentage points." - eMarketer
In contrast, results show that the top-performing campaigns boosted online awareness amongst exposed users by more than 8% each.
“When it comes to digital advertising, a lot of time is spent choosing Web sites, ad sizes, formats, targeting and other factors,” said Ken Mallon, Dynamic Logic’s SVP of custom solutions, in a statement. “However, not enough time is spent producing and testing high quality ads.”
Source URL
http://enews.emarketer.com/m/1c2GdNmYGiakh6Se_28Wg8tDM1AnWPmrWSEA3iuKha6yEAYtfA
Blog post written by Feedia of Feedia - Web Design Brisbane
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