Veselin Angelov 'Gemius' Bulgaria
Why should we measure effectiveness?
Data on different internet campaigns provided by publishers does not allow for objective analysis, because impression and click data do not give advertisers even a rough idea of what audience the campaign reached. For example, if a banner is shown 1000 times, that does not mean it was seen by 1000 users. The information is provided by publishers, not by a third, independent party. This creates a conflict of interest, since websites must assess themselves.
Even with correct and comparable information from different publishers—analysis is still impossible, because information collected by different publishers cannot be analyzed collectively. The fact that an ad was shown to 100 users on Site A and 100 users on Site B does not mean a total of 200, because there is audience overlap.
Measuring advertising campaigns is determined in three different modules—quantitative, sociodemographic, and effectiveness.
Quantitative measurement of a campaign. How many users are there? A CTR, but not based on impressions, but on how many users actually clicked. Conversion rate shows how many people did not just click on the link, but actually visited the page. What happened to the person who came to the target page—did they complete what we invited them to do? Post-view actions—when a person exposed to the campaign did not click initially, but used the target page.
What else do the data tell us? We can correctly analyze the effectiveness of advertising formats.
What audience did the campaign reach? This analysis will help the advertiser assess how well the campaign was planned relative to the product's target group. The module makes it possible to distinguish between the campaign's parameters as a whole and those achieved in the target group.
To analyze the impact of the entire campaign? As we all know, in traditional media we don't have the ability to click on any advertising format. This doesn't make advertising less successful. Isn't it wrong then to evaluate it only by clicks, rather than by how well it achieved its goals? What is done is to measure indicators before and after the campaign through interviews. The difference in the campaign's indicators is measured from the differences in responses. Here, an effect is achieved not only from online advertising, but from the overall advertising of the product.
Let's do a preliminary test of the creatives that will participate in our campaign, because we will save money from the increased effectiveness of the campaign. The target group will be presented with a creative that triggers the most positive emotions toward the brand. We can run a test to understand what people are looking at, where they click. We can hear opinions on different creatives.
Why should we care about the impact of our campaign? The client will get the maximum return on their investment. You will show that you are committed to optimizing their money. You will show that you are innovative and work with new solutions to offer higher quality in what you provide.