Marketers, It’s Time to Ditch the Impression Metric
Re-published from Advertising Age
By Adam Snyder. Published on December 21, 2015.
What if I told you that from now on, we were going to judge your professional (and hell, maybe even personal) success by what could have happened instead of what actually did? You’d think I’m full of some four-letter word and wonder what I’m doing in your office or at your dinner table.
In reality, this happens in marketing communications all the time. Industrywide, we use a specific metric to make financial, creative, programmatic and campaign decisions every day. And that metric, I would argue, does not offer any kind of true look at what’s actually happening. The metric I am talking about is outdated and painfully simple, and it’s called the “impression.”
Impressions measure the number of people who potentially, maybe, for some brief moment could have been exposed to a piece of content. In my humble opinion…