Impressions are a measure of how many eyeballs, or people, see an ad or web page. This measure is one baby step away from a newspaper circulation number or the estimate of how many unicorns have pet kitties. In a Harvard Business Review blog post, the
Executive Vice President and Chief Marketing and Commercial Officer of the Coca-Cola Company says it’s time to count expressions made by customers rather than just impressions.
Joe Tripodi would disagree with my unicorn comment. “… ‘Consumer impressions’ will remain the backbone of our measurement because it is the metric universally used to compare audiences across nearly all types of media. But impressions only tell advertisers the raw size of the audience.”
I review the major takeaways in my MediaBullseye.com column.