by Dan Berra- VP of Business Intelligence
October 19, 2009
Today Google announced a new product for tracking display buys and gauges their success in causing searches, as well as visits to the marketer’s Web site. The tool, Campaign Insights, is part of Google’s twin approach to growing the overall display ad business and its chunk of it, according to Brian Morrissey 's article "Google's 'Insights' Focuses on Growing Display Ads."
It's not surprising that Google is taking this approach because they have both sides of the interactive advertising market and need to keep them both running strong. With the decline in overall click rates for display advertising, marketers are looking for better ways to measure the impact of display and other advertising on search and ultimately their business.
There is a definite need for this type of measurement. Google and Microsoft now have competing products in this space – it will be interesting to see how they compare. The release of this product brings the industry one step closer to consolidated measurement across multiple online vehicles and away from the "silo" approach that has had marketers fighting for budgets internally.
This sample chart demonstrates how Google's "Campaign Insights" tool can track consumer behavior directly related to the advertiser's campaign:
The chart below shows how Microsoft's "Engagement Mapping" allows advertisers to determine their Engagement ROI based on their campaign's features:
