The Be-All and End-All Metric for Evaluating Online Ad Performance
Advertising’s New Era
While some metrics of the past were the best tools available at the time, online advertising technology has improved dramatically, allowing marketers to create a new superior metric for evaluating online ad performance — measured engagement. It fills the accountability gaps left by impressions, post-impression conversions and clicks, and creates measurable campaign objectives that are parallel to overall marketing objectives.
Made possible by technology that supports interactive banner ads and increases traceable actions, measured engagement is designed to charge clients only for conversions that can be attributed to consumer interactions with a campaign ad. This means advertising efforts are accountable for two things traditional metrics fail to evaluate:
- proving that the consumer saw the ad; and
- what influenced consumers to return and purchase.
By optimizing campaigns around these objectives, marketers reinforce their efforts to drive new business and build brand loyalty. As advertisers continue to promote improved standards for campaign measurement, they need to recognize measured engagement as a more qualitative approach to evaluating campaign performance. When complemented by transparent analytics, measured engagement can deliver the renewed confidence in online advertising return on investment that advertisers want as they drive the cause for higher performance standards.
Tony Zito is CEO of mediaFORGE, an emerging innovative leader in the rapidly growing field of retargeting.