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.
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.