For the past decade or so, businesses have been hesitant to invest (more) in display advertising. The primary reason? Marketers are often unable to connect their display media spend to subsequent conversion events on their website.
The main obstacle marketers face is their inability to connect a specific display ad with the conversion, viz: purchasing a product or service, signing up for a webinar, or downloading an ebook. The key question for them: how can this linkage be established, when they can’t control how their prospects might behave, or predict the exact time and place of a conversion action?
Introducing View Through Conversions
Display technology’s answer to this problem today is view through conversions. The figure below explains how view through conversions work:
1. A visitor to your site or to another site on the internet sees your ad but does not take any immediate action. However, you have placed a cookie in their browser tracking their activity, thus allowing you to track a delayed conversion event.
2. At a later time (the same day or within a specified time period), the visitor who saw your ad actually completes the conversion activity – your ebook is downloaded, your webinar signup form is completed, your technology is purchased, etc.
3. After the conversion, since you placed a cookie in the visitor’s browser, you can now give credit to the original display ad that the visitor viewed to kick off the conversion process.
This all sounds great, so what is the problem with view through conversions anyway?
The Double Counting Challenge
As a demand marketer, perhaps the greatest challenge you face with measuring display ROI is “double counting” of view through conversions. In reality this can be far worse – some marketers face triple, quadruple counting. Double counting occurs when a prospects sees multiple display ads (that are served by the same or by many different retargeting networks, ad exchanges and ad networks) prior to the conversion. All of these ads cookie the visitor’s browser and all of them claim credit for the conversion when it finally occurs.
What does this mean for you? You are generating far fewer top-of-funnel leads, or
touching the prospects in your pipeline, 
than what the companies serving out your ads are reporting to you. Worst of all, you have no realistic way to identify the ad that SHOULD be given credit for the conversion!
Direct Conversions with In-Banner Form Ads
So, how can you eliminate double counting in view through conversions? Kwanzoo offers a simple solution that is both proven to boost your conversions by up to 30% and instantly give credit to the correct display ad. We call it in-banner form ads.
An in-banner form ad is an ad that allows a visitor to a website to complete the conversion activity within the ad itself. Have you ever seen an ad for a webinar you really wanted to attend or for an ebook you wanted to download, and then had to click through and wait for yet another web page to be opened on your screen? We certainly have, and so have millions of other users. This extra redirect has been proven to be a key drop-off point in the prospect to lead/customer conversion process.
With the Kwanzoo platform, the conversion activity is completed 100% directly within the ad unit without redirecting the website visitor or opening a landing page.This eliminates the loss of many prospects and can boost webinar and event sign-ups, increase your top-of-funnel lead capture, boost whitepaper downloads, and grow the volume of ebook consumption, and more.
Are you ready to step up to true display ROI measurement, and eliminate double counting in view through conversions?
Please contact us to learn more about in-banner ad forms and the many other ways the Kwanzoo platform can help you manage your display campaigns.
We would also welcome your comments and feedback below.
