Brands aim to be more nimble with digital ad optimization.Marketers buying print or TV ads are often stuck with the same creative for the entire campaign lifecycle, even if periodic brand-health metrics show low favorability toward the campaign or poor ad recall.But online, marketers increasingly look to swap out creative based on performance—and may even run hundreds of creative iterations that can be tailored to unique audiences through dynamic creative optimization.
Sometimes as marketers, we get lost in a sea of acronyms — CRM, SEO, ROI, CTR, etc. — and you want to be as transparent as possible as well as provide clarity. Learn the meaning behind conversion in this marketing 101 post.
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the German launch of its validated Campaign Essentials™ (vCE) product, a new measurement solution for validating digital ad delivery. vCE is an innovation that enables the advertising industry to measure verified impressions across key areas such as visibility, targeting and brand safety.
The more interactive the display ad, the more likely recipients will spend with it, per a MediaMind study. A home page takeover, for example, increased dwell rates 32% compared with static display ads and upped dwell duration 67%. Extender ads with video also performed better, with consumers 103% more likely to engage with them than static displays.
A growing number of tools provide an array of metrics marketers can use to measure the effectiveness of online display ad campaigns, but the simplest solutions are often the best, writes MediaMind’s Pablo Cohan. He shares five simple metrics marketers can use to get an accurate picture of the returns on their ad investments.
Static banners underperform compared to newer digital formats.Does it pay to be polite? Perhaps not, at least for online display advertisers looking to up their engagement rates.Standard banners have notoriously low clickthrough rates, and although mobile has increased the banner’s effectiveness
, that effect may prove temporary as the novelty of mobile advertising wears off.
More than 38% of display ads in December 2011 were either not in-view at all to their intended user or in-view for less than half a second, the standard time accepted for an ad view, according to a February 2012 report from AdSafe. Publishers performed best, with only 24.9% of ads not in-view for at [...]
Today’s combination of data and technology supports increasing methods for marketing measurement. However, traditionally marketing hasn’t been measured to the detail it can be today.
Raj Aggarwal, CEO of mobile app analytics firm Localytics, wrapped up OMMA Metrics with insights into mobile app trends and metrics. Android and iOS have outstripped other app platforms in growth, with the latter still the dominant player. Android tablets are converging around 7-inch screen size regardless of manufacturer — a positive situation for developers.