White paper impressions are the displays of items (such as logos or brand names) that are viewed by users. A person may only become motivated enough to take actions (such as generating an inquiry or deciding to purchase) after viewing multiple impressions of an item. White paper impressions can include brand views in a promotional message, item views on a summary web page, or impressions that result from the display of and interaction with white papers (such as reference item views).

Brand Views - Brand views are a measure of how many times a brand logo, name or other branded object has been displayed to a person. Increasing the number of brand views can increase the viewer’s ability to recognize the brand, and improve the credibility of the brand (it must be good because they have seen it many times).

White Paper Summary Page Views - White paper summary web page views are the number of times the summary page is seen by viewers. Since summary pages may include branding media, such as logos and brand names, the number of white paper summary page views (listing pages) can be a good indicator as to how many people have seen this branding information.

Reference Views - Reference page views are the number of times a reference media item has been seen by people. The number of reference page views for particular topic can indicate the amount of interest in that topic.

White Paper Reads - If white papers have been setup to allow for tracking services (opens and trackpoint selection), the number of times the white paper is opened should indicate the number of impressions.

This figure shows how white papers can provide multiple brand impressions for each reader. This example shows that a single Althos brand logo appears in white paper listings, on the summary web page, in the white paper itself, and on any materials that the white paper references in the document (such as the “social media directory” document).