• http://twitter.com/BCruikshank Bryan C

    Good take. Outside of attributable conversions, what do you consider the most valuable metrics to report for display? To me display in many ways has to be valued as brand investment the same way a billboard is. What is the ultimate value proposition for making it a part of the marketing mix?

  • http://twitter.com/gusspathis gus spathis

    Hello Bryan, other valuable measures include traditional brand kpi’s: brand awareness, in-store traffic, surveys, etc….

    Valuing display purely as a DR medium is missing much of what display can do for a brand. To use your example, how many people stop in front of a billboard and take an action? Not many, trying to value billboards on this measure would miss the impact on awareness, brand building, audience targeting.