Advertising, at its core, is about winning people’s hearts. For a long time we had no data to measure precisely when this happened.
When we buy an advertisement, in a newspaper or in a magazine, we can only calculate its circulation and make hypotheses regarding the amount of people who actually reach that page where it is. If we put up a billboard we don’t know if the passing cars even look at it. All we know is that people have passed there.
So different metrics have been developed over the last decades to measure the effectiveness of this process of winning hearts.
We started by measuring press circulation and TV reach. Even to measure the success of TV campaigns, we would call people up and ask them which programmes they watched most. We would talk to a few hundred people and with that data we would extrapolate the data to understand the behaviour of millions of people.
Today, we can measure how many times an ad is shown to someone, how many times someone clicks on that ad and we can even measure how long people spent on the link we advertised.
In the digital world we have something completely different! We can now offer you reports on where the consumer is coming from, their journey and when they have interrupted their journey. This allows you to develop new strategies whenever you feel the need and constantly adapt to this changing world. This is where Zany comes in. With our experience and knowledge of the market, we help SMEs navigate these constant changes so that they can gain ever greater market share.
Back when print publishers first started moving online, they soon discovered they needed a way to...