Kiri Tamte-Horan is the Director of Digital Operations at Vici, and oversees the stellar Philadelphia Operations team through the development, implementation, and reporting of all digital campaigns. Kiri has managed hundreds of campaigns spanning Display, Video, and Social platforms, and has generated countless calls and conversions for clients across the country. Kiri is certified in Google Tag Manager and Acquisio, as well as Google AdWords Fundamentals and Display Advertising. Additionally, Kiri has a certification from Disney Institute’s Leadership Excellence. Kiri was the campaign manager for an award winning Digital Campaign as awarded by the Maryland Tourism Council in 2015.
Think click-through rates (CTR) are the only way to manage engagement with your digital ads? WRONG! View-through rate (VTR) can make a huge impact on your advertising strategy by showing what digital elements are working for your campaign. A view-through measures someone seeing an ad, and then returning to your homepage through another channel, without clicking on the ad itself. You can measure VTR with display or video ads.
This is beneficial for many reasons, but the number one reason is that a view-through goes beyond traditional “clicks” to show if your campaign is making an impact. Remember- it's not all about the "click"! Research showed up to a 1046% increase in users searching directly for the brand name, of ads they saw (but didn't click) during retargeting campaigns (comScore). Why aren't people clicking on ads? It could be because they are engaged in the current content they are reading, and they open up a new tab to Google you. It could be because they want to research your brand at another time more convenient. It could even be that they don't trust where the ad will take them. Regardless of the reason for not clicking- it doesn't matter- you can track this user with or without the click.This is a great tool for all digital campaigns. Even if someone doesn’t click on your ad, it doesn’t mean that your ads aren’t effective. A view-through will be able to measure it for you!
