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BizReport : Search Marketing : October 01, 2008

Eyeblaster takes marketers beyond the last click

With display advertising click-through rates in decline it’s important for marketers to understand the reasons behind the lack of interaction. Eyeblaster has released a tool that allows marketers to track consumer behavior and look beyond the last click.

by Helen Leggatt

Eyeblaster has launched ‘Channel Connect for Search’, a tool that enables marketers to track consumers that were exposed or interacted with display ads, but do not transact immediately.

“Click through rates are on a serious decline,” said Dean Donaldson, digital experience strategist at Eyeblaster. “Often you're only getting interaction from 10 to 20% of the audience so it's really important to understand what the other 80 to 90% are doing.”

By placing a 30-day cookie on a consumer’s computer, Eyeblaster can track where a consumer goes and how they got there whether it was via search, standard banner ads or rich media.

Eyeblaster believes the tool will highlight the close relationship between search and display advertising and the effect they have on each other.

"It's such valuable information, because there are clients who say display advertising isn't working, and they think they should stop,” said Thomas MciIheran, senior media manager with digital media agency Sicola Martin.

“This could be eye opening for them, because it shows that display is leading to search, and how much."

Tags: display advertising, online tracking, search advertising

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