N2 Digital, the digital marketing arm of The N2 Company, has transformed how it serves display advertisements on behalf of our 30,000 small business advertising partners. This single shift – away from all in-app display ad placements – has led to us doubling view-through conversions (VTC) and providing clients clickthrough rates (CTR) that actually reflect consumer intent.
In other words, we’re seriously breaking the mold.
“At N2 Digital, we’re always looking for ways to improve digital marketing for small businesses. So when we realized the shortcomings of CTR – by experiencing accidental clickthroughs ourselves – we made it our mission to improve the accuracy and transparency of N2 Digital’s display ad metrics,” said Jess Espeseth, Head of Digital Product Strategy & Operations at N2 Digital.
We’ve all dealt with unwanted ads taking over our screens while using a mobile app. What do we do? Try to close the interrupting ad by clicking the teeny tiny “x” in the corner. But if you’re like the rest of us, you’ve missed that “x” once or twice (or a hundred times), and ended up on an advertiser’s site by mistake. When measuring CTR, accidental clickthroughs count. N2 Digital flipped the script on display advertising because we’re in the business of providing quality clicks and likely conversions – not vanity metrics that may look impressive but don’t tell the true story.
