Ad Impression
An ad impression is a metric that counts the number of times an advertisement is displayed to a user on a web page or app.
Description
In the digital marketing landscape, an ad impression represents each instance an ad is fetched and displayed on a user's screen. It's one of the essential metrics for marketers to evaluate the reach and visibility of their online campaigns. Unlike clicks or conversions, an impression doesn't require user interaction; it simply measures the appearance of the ad. Ad impressions are crucial for brand awareness campaigns where the primary goal is to make the target audience aware of the product or service. By tracking impressions, marketers can gauge the potential audience size and the frequency with which their ads are viewed, allowing them to adjust their strategies accordingly.
Examples
- A clothing brand runs a banner ad on a popular fashion blog. Each time the banner loads on a reader's screen, it counts as one ad impression, regardless of whether the reader clicks on it.
- A tech company launches a video ad on a streaming service. Every time the video starts playing on a user's device, it registers an ad impression, even if the user skips the ad after a few seconds.
Additional Information
- High impressions with low clicks can indicate that while many people see the ad, it may not be compelling enough to engage them.
- Ad impressions are often used in CPM (Cost Per Mille) pricing models, where advertisers pay for every thousand impressions.