Typical Advertising Response Rates
Is your advertising working as well as it should? Or not? Find out how advertising is evaluated and measured and what typical advertising response rates are.
As we find research and data on typical advertising response rates we update this article and add the latest data and insights. You may also want to read the article on typical direct mail response rates which also includes data on email, search and online advertising since those are all often considered "direct response" advertising.
Advertising Response Rates
What's the objective of the advertising are you planning? Remember, not all advertising is developed with the intention to get people to buy or call immediately. Direct response advertising has that objective and is measured like direct mail marketing. Other advertising is developed with "softer" measures, like building brand awareness, or creating awareness or preference for purchase.
There are typically three types of advertising:
1. Brand awareness advertising - this advertising is developed with an objective to create awareness for a brand (a company, a product or service).
This advertising is done to get people to remember a product or company name.
New and emerging companies invest in this type of advertising and so do well-established brands that use brand ads as "reminder advertising" to keep their brand top of mind with consumers.2. Ads that are intended to drive preference to purchase
These are ads with a dual objective to create preference for the particular brand being advertised and preference to purchase (consideration). This is typically the objective for advertising done by manufacturers who sell products or services through a distribution channel.
The ads in the Sunday Circular for Best Buy and Target are examples of ads with this purpose. So are ads for Apple's iPad on TV. See the range?
3. Direct response advertising to drive sales
On TV these are called infomercials. Their purpose is to get someone to call and/or go to a website to buy something. These ads are measured like direct mail - response rate and conversion to buy.
Online and search ads are measured for click through rate. That doesn't mean someone purchases anything; it just means they did something (clicked the ad). It's easy to get a high click through rate and poor conversion rate - offer a free iPad if someone clicks or a chance to win a new car. Those ads get high click through rate but may not convert those clickers into buyers.
The challenge in measuring ROI for advertising lies in how to measure any sort of interactive media in a way that equates it fairly with all other media like TV, radio, print and outdoor billboard advertising.
4. "Native advertising"
Since online banner ads are so rarely clicked on and advertisers are questioning if people are watching/engaged with/seeing their ads, the idea of "native advertising" has emerged. Here are some examples.
Next page - data on typical response rates for online and search advertising
- Online Advertising
- Facebook Advertising
- Google Advertising
- Google AdSense
- LinkedIn Advertising
- Online Banner Advertising
- Online Directories for Local Businesses
- PPC Search Engine Advertising
- Twitter Ads for Small Business
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