Graphic advertising generates much more than clicks (or "instant visits"). In fact, graphic advertising increases brand awareness and credibility, benefits from greater advertising impact, allows reach and frequency strategies, and enables immediate interactions within advertising, and much more.
In addition, a multitude of targeting criteria can be applied to the broadcast of graphic advertising through advertising management tools ("ad server"), such as demographic targeting, interest, behavior, retargeting, caps frequency, sequences, in addition to geographic targeting, schedule, and much more.
The ROI of your graphic advertising efforts can also be quantified by measuring post-click conversions and post-impression conversions. Thus, very important attention should be given to post-impression conversions in graphic advertising because many exposed individuals will perform a certain behavior in the days following their exposure to advertising, even if they have not clicked on this advertisement. In our opinion, a graphic ad should not be judged first by the clicks it generates, but by the reach, the number of impressions, the frequency, and the post-impression actions it generates.