Adform and Mindshare Document the Major Impact of Banner Ads!
is based on registering impact according to the maxim ‘last click wins’. This
method is still the most applicable, but a new and advanced way of measuring
effect provides a far more accurate picture of consumer behaviour.
Path-to-Conversion, from the digital marketing company Adform, now makes
it possible to see all the actions a user performs before he or she makes an
online purchase. Before a person buys a product, they will usually click on a
couple of banner ads, search for the product name by Googling it a few times
and perhaps even compare prices. This is the sort of traffic which can now be
revealed in all its detail using Adform’s online tool Path-to-Conversion. In
addition to more insight into its customers’ daily lives, an advertiser can
also allocate its advertising budget more effectively, with a higher ROI as a
“Path-to-Conversion makes it possible to see all the influences a user is
exposed to prior to a sale. Thus, we now have a far more complete picture of
‘the consumer journey’, allowing us to service our clients more precisely and
intelligently when allocating advertising budgets,” says Paw Saxgren, Digital
Director at the Mindshare media agency.
Path-to-Conversion is one of the most advanced measurement solutions on
the market, and for a period has been used as a test tool by Mindshare in
other things, documented that banner ads are 10-15 times more effective than
what could previously be deciphered using the ‘last click wins’ method, as
the banners’ effect is spread across the entire consumer journey towards
making a purchase.
“After we started using Adform’s new measuring method, we have been able
to get a much clearer picture of our customers’ online behaviour, and how a
sale actually develops. We have been lacking this important knowledge until
telephone company Hi3G.
Hi3G is one of the selected clients at Mindshare which has participated
in data gathering, while the international advertising network Specific Media
has also been involved as a sparring partner.
Read more about Adform’s Path-to-Conversion here (
Adform is a leading international supplier of products and services in
digital marketing. Founded in 2002, the company now has offices in
Mindshare has been
10 years. According to RECMA, it excels at attracting new and retaining
existing clients, which is why the Danish national financial newspaper B0rsen
has twice named Mindshare a ‘gazelle’ company. Mindshare’s clients include
some of the most respected and demanding branded goods’ advertisers on the
About Specific Media
leads the industry with ground-breaking technology which enables advertisers
to target consumers throughout Northern and
based on demographics, behaviors, geographic locations and the contextual
relevance of websites visited.