Home Advertising Tips Enhanced Digital Measurement Finally Lets Brand Advertisers Become Performance Marketers

Enhanced Digital Measurement Finally Lets Brand Advertisers Become Performance Marketers

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While performance marketers embraced the internet early on, brands were much slower to come to the table. For years, after the internet became a mass media, television remained the leading choice for brand advertisers. Even though consumers started to spend more time on digital devices than their TVs in 2013, it wasn’t until three years later that advertisers started allocating more ad spend to digital. But this year, ad spend on digital will outpace TV spend by 14%, and by 2020 that gap will widen to 45%.

The reason that brands have finally embraced digital advertising is that better tools, strategies and standards for campaign measurement now allow them to understand their campaign’s impact much more effectively.

Until recently, brands and agencies relied on Cost Per Thousand (CPM) impressions and Cost Per Click (CPC) metrics for buying and measurement. Unfortunately, many still do. Video campaigns in particular continue to be bought and sold on a CPM basis, which makes no sense because it doesn’t give the advertiser any clue of what they are actually buying.

With TV advertising, brands know their commercials are being aired at certain times and in certain markets. They also know that the TV experience is full-screen, 100% viewable and that there aren’t any bots scanning channels to create false impressions. But the picture around digital ads is much murkier, especially if you try to apply TV-like buying and measurement to it.

The main reason many brands still struggle with their investment in digital advertising is that they, and their agencies, still rely mainly on old-school buying and measurement metrics. In digital, an impression offers no actual proof that the ad was seen by a real consumer, and clicks are often performed accidentally or, worse, fraudulently.

But today, thanks to advances in measurement and analytics, brand advertising in digital can and should look more like performance marketing than ever before.

Verification And Engagement Analytics

Concerns around issues like viewability, audibility, fraud and transparency still exist in the digital world, but advances in measurement and verification are beginning to ease brand advertisers’ minds. Independent measurement firms such as Integral Ad Science, DoubleVerify, Moat (with which we have a partnership) and others now give brands certainty where none existed before.

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While performance marketers embraced the internet early on, brands were much slower to come to the table. For years, after the internet became a mass media, television remained the leading choice for brand advertisers. Even though consumers started to spend more time on digital devices than their TVs in 2013, it wasn’t until three years later that advertisers started allocating more ad spend to digital. But this year, ad spend on digital will outpace TV spend by 14%, and by 2020 that gap will widen to 45%.

The reason that brands have finally embraced digital advertising is that better tools, strategies and standards for campaign measurement now allow them to understand their campaign’s impact much more effectively.

Until recently, brands and agencies relied on Cost Per Thousand (CPM) impressions and Cost Per Click (CPC) metrics for buying and measurement. Unfortunately, many still do. Video campaigns in particular continue to be bought and sold on a CPM basis, which makes no sense because it doesn’t give the advertiser any clue of what they are actually buying.

With TV advertising, brands know their commercials are being aired at certain times and in certain markets. They also know that the TV experience is full-screen, 100% viewable and that there aren’t any bots scanning channels to create false impressions. But the picture around digital ads is much murkier, especially if you try to apply TV-like buying and measurement to it.

The main reason many brands still struggle with their investment in digital advertising is that they, and their agencies, still rely mainly on old-school buying and measurement metrics. In digital, an impression offers no actual proof that the ad was seen by a real consumer, and clicks are often performed accidentally or, worse, fraudulently.

But today, thanks to advances in measurement and analytics, brand advertising in digital can and should look more like performance marketing than ever before.

Verification And Engagement Analytics

Concerns around issues like viewability, audibility, fraud and transparency still exist in the digital world, but advances in measurement and verification are beginning to ease brand advertisers’ minds. Independent measurement firms such as Integral Ad Science, DoubleVerify, Moat (with which we have a partnership) and others now give brands certainty where none existed before.

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