Tagged 'ctr'

The Click Means Nothing

Posted by Rob Gatto on May 28th, 2013 at 2:33 pm

In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more

3 Mobile Creative Best Practices

Posted by Scott Swanson on November 1st, 2012 at 12:32 am

This summer, after diving into data from campaigns running on our parent company's mobile ad platform, we discovered something pretty neat: Mobile campaigns that take full advantage of the sophisticated capabilities of the modern smartphone (e.g., HTML5, camera, video) always result in higher dwell times and interaction rates post-click.
Now, in the Q3 report, we're discovering something even better: the deeper characteristics of a high performing mobile campaign.
We found that those that emphasize fun and simplicity catalyzed the most user interaction and brand stickiness, and those that utilized new, innovative ad units delivered click-through rates of 5% and even higher. Incidentally, they also generated the most revenue and publisher satisfaction, so everyone was happy.
By closely observing these campaigns (two of which are demonstrated below) we were able to pull out some mobile creative best practices that will hopefully help mobile marketers as they think about how to best capture the attention of their roving audience.
Challenge the user's expectations
For Mazda, we used a “break-in”unit that enters from the outside and places the ad in position. The expanded unit dynamically drags the ad across the screen, causing surprise, as the user is accustomed to the static screen content of their mobile web browser.
Appeal to the senses
Mazda’s robotic arm effect... Read more

Don’t Get Burned Out: Tools and Tips to Make Sure Your Creative Stays Fresh

Posted by Kyle Weisbrod on August 6th, 2012 at 9:19 am

Digital marketing has become flooded with data in the past few years. This has been a blessing and a struggle for many organizations as they attempt to adapt to the constant wave of data; trying to understand how to organize and utilize it to optimize performance is a major hurdle. With so much data and so many options it can be difficult to know where to start in the optimization process. A great place to start is with Creative Burnout Analysis. With this, advertisers and publishers can gain a clear understanding about their creative performance over time and see at exactly what point performance drops below intended levels.

How to use Mobile to Execute Effective Advertising

Posted by Mini Guruswamy on May 6th, 2011 at 7:20 pm

According to ComScore in 2010, approximately 46 million people in the United States have a smartphone.

5 Digital Media Trends Not To Focus On in 2010

Posted by Jay Friedman on December 11th, 2009 at 12:00 am

Call me the contrarian but with all the lists coming out showcasing the next big trends in 2010 and everything you should be doing, it's also the time to remind ourselves of what we should not let distract us.  Those shiny objects that keep taking our eye off the ball.  So, count 'em down with me.
5. CTR - The first year of the "Natural Born Clickers" study I was intrigued but skeptical.  Two years into it with the numbers now showing that out of comScore's entire panel, 67% never ever clicked on an ad and 85% of clicks came from 15% of users? Forget CTR – don't even include it in your reporting.
4. Non-Universal Conversion Tags – If you don't yet have universal tags (Floodlight/UAT) on your clients' sites then all your publishers can do is optimize to CTR (see shiny object #5.) If you're still focusing on non-universal tags, make 2010 the year to change over.  It's a must.
3. Mobile – It's not that you shouldn't be doing mobile at all, it simply doesn't deserve a big pow-wow because it'll feel good to "finally embrace this tremendously relevant and applicable medium."  It's part of your digital strategy and... Read more