Welcome to the FIFA World Cup, with its worldwide audience! Today’s POV identifies the ads that make the most of this huge opportunity—and how they do it.
If you’re buying advertising but not tracking conversions, you might as well be sending your kid to school but never asking to see their report card. That’s what most ad campaigns do, tracking only click-throughs or visitor traffic. But unless your business model is based on web traffic alone, then visitors don’t mean a whole heckuva lot. Your job isn’t to attract customers—it’s attracting buyers. That’s the only ROI that matters.