Web Measures: Impressions

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Impressions

Impressions are meaningful when it comes to analytics. By definition, an Impression is “the number of times a post from your page is displayed, whether the post was clicked or not” (Jackson, 2016). This number is very specific in that it only includes the number of views of content because one person could view the content several times (Jackson, 2016). Impressions are very similar to both Reach and Engagement when it comes to analytics. Where Impressions are “the number of times” content is viewed, Reach is “the number of people who” viewed it and Engagement is “the number of interactions” with the content (Morrison, 2015).

When it comes to marketing digitally, Impressions are a popular way of measuring performance and selling digital content. It should be noted that Impressions are meant to spread brand awareness rather than bring a consumer to direct action. Impressions “are generally sold in terms of cost-per-thousand (CPM)” for various digital campaigns and have two forms, served and viewable (BigCommerce Pty. Ltd, 2018). Served impressions are easy to track, as they come from server data, and are counted per view. The drawback of measuring served impressions is that the Impression count may be high, but it’s not possible to understand if the content was viewed and/or made a lasting impact on the consumers. Viewable impressions are more accurate because they come from the consumer’s device data and counts where the content was probably not viewed are not included (BigCommerce Pty. Ltd., 2018).

Impressions, Millward Brown Digital, and My Perspectives

Millward Brown Digital and DoubleVerify collaborated with Adconion Direct to determine exactly how impressions impact a brand. The results of the campaign were what you may expect – the longer consumers are exposed to the brand’s content, the more the consumers are drawn to that brand. Makes sense, right? Brand awareness is just as important as other factors for this specific reason, it makes consumers aware of the brand so when it’s time to purchase, the consumer picks what they know. Consumers intent to purchase the brand doubled after viewing the brands content. The longer the content, the higher the impact on the consumer (Millward Brown Digital, n.d.).

Though Impressions aren’t meant for all marketing campaigns, the campaigns where Impressions are measured benefit greatly, but the benefits aren’t always immediate. The statistics from Millward Brown Digital show how brand awareness can subconsciously affect consumers during the purchase. Consumers who have the choice of one brand over the other will choose the brand they are familiar with, even if they’ve only seen the logo while scrolling through social media.

References

BigCommerce Pty. Ltd. (2018). Understanding impressions in digital marketing. Big Commerce. Retrieved from https://www.bigcommerce.com/ecommerce-answers/impressions-digital-marketing/

Jackson, D. (2016, October 24). All of the social media metrics that matter. Sprout Social. Retrieved from https://sproutsocial.com/insights/social-media-metrics-that-matter/

Millward Brown Digital (n.d.). Case study: viewable impressions drive brand impact. Millward Brown Digital. Retrieved from http://www.millwardbrown.com/docs/default-source/insight-documents/case-studies/MBD_Viewable-Brand-Impact-Case-Study_Apr7.pdf


Morrison, K. (2015, September 17). Cutting through the social media jargon: what are reach, impressions and engagement? Adweek. Retrieved from http://www.adweek.com/digital/cutting-through-the-social-media-jargon-what-are-reach-impressions-and-engagement/

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