With Sorted (and our other clients) we try to make the full user experience after the ‘click’ benefit the user too. It’s the outcome from the click and subsequent transaction that will matter most in forming an online brand.

The success of some Trade me flights this year that have come from new brands doesn’t surprise me but would they work if they advertised again?

I believe the two biggest reasons for reduced click results (as one measure of success) are ‘offer’ and ‘rotation/refresh of material’ to reduce banner burn.

We’ve seen our three biggest campaigns on Trade Me this year from our smallest newbie advertisers who made compelling offers and in return were rewarded with 10k+ clicks per week on our ROS spots. This certainly proves its power for direct response.

If only we could measure its brand building so simply. Does Sorted measure brand recall as a result of online activity and how effective is online activity as a positioning medium?