Digital Advertising - Measure the Metrics That Matter

Many studies have shown no link between sales and click through rate, yet according to eMarketer it is one of the top 5 ways in which advertisers and publishers evaluate native mobile ad campaigns. Marketers need to be clear on their desired brand impact and the role of communications to help achieve this. Which means determining:

• What attitudes or behaviours do you wish to influence?
• Over what timeframe?
• Which metrics demonstrate their success?

Once the goal has been set it then becomes important to choose the right tactics. The biggest challenge brands face is getting noticed. With a limitless amount of content to consume, how can you maximise the chances that your communications will gain attention?

The three principles discussed here can help:

1. Ensure viewability
2. Prioritise brand impact
3. Optimise to context