There is a new school of thought that is beginning to look at online advertising as something much greater then click-throughs. Although traceable and completely honest to the client the click through does not encompass the entire market gain the client receives. The actual return on investment from online advertising is likely 25 to 35 percent higher than most marketers believe because of the hidden (non-trackable) value of branding. A case study by Jupiter Media Metrix shows that
“the actual number of customers driven to web sites by online advertising is greatly underestimated by traditional click-rate metrics. Furthermore, when brand advertising programs generate synergy across all marketing channels, that number can grow significantly beyond what can be tracked," said Rudy Grahn, an analyst at Jupiter. (Pastore, 2001)
As with all advertising campaigns, the positive results of online advertising can be placed into two different categories 1) a rise in brand awareness 2) an increase in sales. Blog and internet advertising can directly measure sales that are derived from specific ads, but as with all advertising is it near impossible to measure an increase in brand awareness resulting from specific advertisements. Blog advertising does offer the client an attentive audience that if matched appropriately to the product is likely to resonate with the consumer.
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