Rich media agency Eyeblaster has released its Channel Connect for Search, a tool that allows agencies and advertisers to track both search and display advertisements and the effect that one has on the other.
“Click through rates are on a serious decline,” said Dean Donaldson, digital experience strategist at Eyeblaster. “Often you’re only getting interaction from 10 to 20% of the audience so it’s really important to understand what the other 80 to 90% are doing.”
In order to really understand what’s happening with display advertising, it’s not enough to rely on the immediacy of the banner, he pointed out. “We [also] have to see what happens as a result of someone seeing the banner — that’s seen in search,” he said.
Donaldson went on to explain how the technology can be effective with the constantly changing Web analytics space. “Traditionally, mass media creates interest — users can walk into a shop and ask a clerk about a product or service,” he said. “But with Web 2.0, the conversation is now online and consumers often trust Web sites more than a salesperson.”
Agency Mindshare New York and LG Electronics are among those using the technology. Eyeblaster would not release preliminary metrics.
