Since the introduction of automation, the digital advertising environment has established new rules and grounds, and marketers, in the pursuit of better campaign results, have been constantly seeking relevant measurement strategies to gain improved insights and optimize their campaigns.
Adopting the right attitude
Marketers should measure campaign effectiveness based on their brand goals instead of leaving all the work to algorithms. Since automated ad buying is different from the traditional model, importing traditional metrics is not a recipe for success; instead, it is necessary to employ measurements that fit the new process.
Measurement systems: aspects
1. Accuracy, stability, and efficiency. Measurement systems should be more efficient than the model used for programmatic ad purchase; however, key players should have in mind that these systems still have a margin of error. The system will only prove useful for marketers if it is an efficient and stable source of information for them.
2. Specific division. Although reports on campaign’s performance encourage communication among media buyers and sellers, they don’t suffice– what is necessary is a report that includes segmented information regarding different audiences, creative, placements, and such, so that marketers can identify strengths and weaknesses and take actions accordingly.
3. Impartiality. Since automation poses a potential threat of tricking the system, an increasing number of marketers employ third-party measurement systems to ensure transparency and achieve better results.
Measurement and analytics: segments
Ensuring consumers see the displayed ad, viewability today presupposes quality and represents the first measurement pillar. Along with viewability, analytics also focus on interactions and the time a consumer spends on the displayed ad. This provides valuable insights for brand marketers since it helps them connect gathered data and use it to complete the bigger campaign picture.
2. Big Data
Analytics and measurement have a new role with big data taking over programmatic advertising. The key point is to simplify data for brands and agencies since advertisers need it to create messages, deliver them to audiences and measure the effect of their campaigns. Lead advertisers anticipate the progress in big data since they can use it to measure key performance indicators and attributions that produce results.
Experts and companies are dedicated to creating measurement systems and analytics that function in real time for brands. Advertising companies that deliver extremely fast algorithms for purchasing ad impressions in real time are already a reality. With this, advertisers and brands can optimize and improve their ROI.
The role of marketers
Advertisers need to understand that quality ROI and performance results depend on themselves, more precisely, their digital campaign objectives, not just the platforms that enable programmatic ad buying. The lines below provide some insights into some strategies they could employ regarding measurement and analytics.
1. Choosing the right measurement systems. Demand-side platforms can help advertisers with the plan, targeting and execution of ad buys, but they can’t optimize campaigns for advertisers; advertisers are the ones that have to clearly communicate the metrics and analytics that bear importance for their business.
2. Ad fraud and non-viewability. Two of the most discussed issues in the digital advertising realm are the ones regarding ad fraud and non-viewability. Marketers should focus their strategies based on down-funnel analytics that measure revenue; that’s the way to filter out bots. Therefore, focusing measurements on actions that can be performed only by real humans, such as buying a subscription or completing a purchase by paying, will ensure that budgets are not wasted on bots and that humans engage with the brand.
3. Real-time actions: In order to maximize ROI, marketers should take near real-time or real-time actions. Highly successful marketers automatically send media buying guidelines to programmatic platforms such as DSPs and RTB engines. This approach assures marketers that media purchase is based on very accurate data and that they’re getting the most out of the programmatic ad buying, while also reducing the potential risk of human error with manual execution.
The use of measurement systems aims to boost advertising efforts, not to distract their flow. By employing stable measurement systems, programmatic players can evaluate their efforts and using the received information, can modify and improve them.
On a more global scale, stable and accurate measurement systems will provide the industry with information about the effectiveness of specific programmatic features. Most programmatic features have been recently focused on encouraging brand engagement and direct response. Reliable measurement systems help programmatic reveal its full potential and drive valuable insights for who use its features.