Ad Impression – an Important Metric in Online Marketing
The term Ad Impression comes from online marketing and provides information about the actual delivery of advertising materials, i.e., the number of views or contacts with an advertisement. Ad impressions are also known as Ad Views, as they only indicate how often an ad or advertisement was viewed.
Ad Impression and Page Impression
The Ad Impression is easily confused with the Page Impression: The Page Impression indicates how often a page has been accessed. However, if an advertisement is placed on a webpage, the Ad Impression is counted along with the Page Impression. If there are two ad spaces on a page, only one Page Impression but two Ad Impressions are counted.
The Page Impression is recorded by the website operator, while the Ad Impression is recorded by an Ad Server. The Ad Server is the server through which advertisements are delivered and managed. An Ad Server stores data such as Ad Clicks or Ad Impressions, helping to optimize and measure the success of a campaign. Large internet portals and ad marketers especially use Ad Servers to sell and place online ads on their portals and websites, aiming to display them where they will have the greatest impact. Ideally, the ads will only be visible to interested individuals.
If a website is repeatedly visited and the same ad is shown each time, Ad Impression and Page Impression can be considered equal. For example, if Anna visits a website, it is possible that an advertisement from an online women’s fashion store will be shown to her. If Anna visits the site again a few hours later, she may either see the same ad or, for example, an ad from an online cosmetics store. In the latter case, the number of Ad Impressions and Page Impressions would not match.
Ad Impression as a Metric
The Ad Impression is an important metric in online marketing because it shows the potential gross reach of an advertisement on a website and serves as the basis for calculating the Cost Per Thousand (CPT). The CPT sets a price for every 1000 contacts. Ad impressions should be placed by the publisher in such a way that they are shown in the visible area of a user’s screen. So-called sticky ads remain visible even when the user scrolls down the page. Ad impressions are reported in the reporting system. When counting ad impressions, it doesn’t matter whether the ad actually had a visible contact. Only the ad display is counted.
Your Contact for Ad Impressions:
To what extent Ad Impressions are relevant in Reporting, our online specialist Tanja Hensler can answer (hensler@trebbau.com Tel.: 0221/37646 – 330).