Have you ever thought or actually had post-campaign data to analyze the funnel?
Do you know if the targeted audience is aware of your brand after seeing your ad?
Do you know how many of them are genuinely interested in your brand?
How did the ad help in influencing people to consider your product?
Or for that matter, did you notice any uplift in sales?
Well, to categorize audiences so that they fall in appropriate buckets, you surely need robust data. That data should be able to guide you to take further actions on your campaigns.
Having said that, one should be doing apple-to-apple comparison pivoting around the aptest matrices.
Therefore, the Interactive Advertising Bureau (IAB) has set a global industry standard for all the AdTech parties. And people across the globe follows them.
You can explore the IAB Tool Kit here.
The effectiveness of any ad is gauged by how it is contributing to a brand's primary KPIs.
Once there was CTR...
The Ad Tech industry is ever-evolving. Since it is adopting new mediums, like Push Notifications, E-Mail, Connected TVs, Audio Ads and various Video formats; hence, clicks are not a practical way to measure the performance. Because all it measures is, if an ad has been clicked, and not the resulting action. Clicks can be manipulated and could be double-counted by fraudsters.
Practically, most clicks are accidental, only 40% of clicks actually make it to the landing page. This is the reason Teads count the click only after the user has tapped twice!
If we talk about definitions of performance measures for display ads -
* Facebook: An ad unit was rendered but not necessarily in view (Here, a "view" is recorded the moment the ad unit enters the screen, i.e. at least 1 pixel of the ad unit appears on the screen.)
* Google: 50% of the ad unit was visible for a minimum of 1 second (a video view of 10+ seconds on GDN or YouTube is reported as a “video engagement”)
Clicks doesn’t take into account the full range of user engagement. Marketers are actively measuring brand spend and uplifts. So, rather than focusing on CTRs, advertisers should look at other measures like -
The recent behavior of the website,
Number of searches on search engines,
as well as determining the effects of social media that generally increase direct traffic on site.
These will give a much better indication of what is working and what is not.
CTR offers a standardized, easy to understand, easy to measure metric. But it has been recognized as irrelevant by comScore’s in 2009.
See - Natural Born Clickers