Microsoft's James Colborn on the Recency Factor in Online Ad
- 15 years ago
It can be difficult to pinpoint the exact action that prompted a search and thus a conversion in online advertising. There are many factors to consider such as the size of the ad and the media types used. At SES San Jose, James Colborn of Microsoft Advertising tagged recency as often overlooked but extremely important. For example: when was your ad viewed? Did the buyer convert immediately or see the ad several minutes ago and then have something else trigger the action? It matters more than you might think...