Not All Metrics Are Created Equal

Not All Metrics Are Created Equal
SHARE
THIS



On the back of the mobile cost per click conundrum, managing director from ad technology company AdRoll, Ben Sharp, argues clicks aren’t the best way to measure ad success.

There has been a lot of discussion around viewability since the IAB released its standards in March this year; however, what’s been missing in the conversation is how technology providers are going to be held accountable for viewability.

The IAB now deems an ad viewable if 50% of the pixel is on for a minimum of one second. This might not sound like a lot, but considering approximately 50% of display advertising doesn’t count as a viewable impression, we as an industry need to determine the most effective way to measure online advertising to be successfully accountable.

Cost Per Click (CPC) has recently emerged as a strong metric to measure viewability. So, if someone clicked on your ad then they would have seen it, right? Not necessarily. While CPC is a good way to judge if an ad was seen or not, it might not actually be the most effective way to determine the success of an advertising campaign. When optimising display activity towards clicks, a brand might inadvertently be optimising towards accidental or non-valid clicks.

Further, clicks might not be the best way to measure your campaign if your objective is brand awareness and not direct response. If you look at most brand awareness campaigns – usually rich media engagement adverts – success is usually judged by dwell time, engagement, or view through metrics as this style of advertising is usually targeted at users further up the purchase funnel. While most of these formats are insightful, they are still based on clicks, meaning brands continue to risk optimising away from their true customers.

When setting up a campaign, advertisers need to be sure their partners have understood their objectives and set up the campaign accordingly. No campaign has matching goals and therefore, the strategy to reach their customers and measure their success will need to adjust accordingly whether that means incorporating mobile and tablet activity to existing campaigns or segmenting their audience differently.

Advertisers should also be certain that they have true transparency into where their campaigns are being served. Agencies have been asking a lot of questions around the transparency afforded to them when buying programmatically and if technology providers are able to answer directly where adverts are shown, what the adverts cost and what ROI is being delivered then certainly, questions should be asked about the viewability as well.

What marketers want is to ensure their campaigns are targeting people who are truly interested in their product. By optimising towards conversions on a Cost per Mile (CPM – cost per 1000 impressions) model, brands can experience more effective ad campaigns by advertising on the basis of showing ads to one thousand relevant viewers, rather than purchasing based on clicks. This means a stronger campaign, but also transparent ROI figures.

This is not to say that a click model doesn’t have its place as a metric, but just that brands need to carefully consider which metric is right for their campaign, otherwise, they risk distorting their overall ROI.

Please login with linkedin to comment

Boehringer Ingelheim digital customer Ogilvy CommonHealth Online Advertising Inventory

Latest News

Netflix Questions Potential Australian Content Requirements
  • Media

Netflix Questions Potential Australian Content Requirements

Streaming giant Netflix has questioned the feasibility of local content requirements in its submission to the government’s ‘Supporting Australian Stories on Our Screens’ options paper review. The review follows the ACCC’s Digital Platforms Inquiry, from which the government identified existing Australian content obligations as a topic of interest in the development of a platform-neutral regulatory […]

by B&T Magazine

B&T Magazine
Clems Sydney Brings Back D-D-Demazin
  • Campaigns

Clems Sydney Brings Back D-D-Demazin

Can't afford Celeste Barber for your next campaign? Why not hire a Celeste Barber clone like this ad has clearly done.

Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.