Page 6 - AeM_September_2019

RESEARCH, ANALYSIS & TRENDS

Measurement of digital media

effectiveness remains challenging

Maximizing the advertising impact with innovative Optimize campaigns to the fullest: for a meaningful
campaigns to stand out from the competition with the measurement, the parameters mentioned must be
least possible cost is the goal of every advertiser, isn’t it? considered as a whole, but unfortunately most
However, the measurement of the effectiveness of digital campaigns are only optimized to sub-goals. Besides
media activities, in spite of all high-tech tools in the the costs, these can be ad impressions, format sizes
market, still remains a key challenge - beyond the and viewability rates. Audience targeting, for instance,
established planning and market research approaches. often isn’t evaluated, causing advertisers to lose
There are no uniform measurement models yet that tremendous potential in terms of campaign effective-
allow real-time control of campaigns for the advertising ness.
impact.
It is important that all relevant parameters are viewed
Although there are different media goals and campaign holistically and in real-time, so that campaigns can be
parameters that can be quantitatively measured and optimized on an ongoing basis. In particular, the control
controlled by programmatic systems, the advertising of an actually achieved contact dose per user - instead
impact can be enhanced by considering the following: of a simple frequency capping in terms of a maximum
number of contacts or a mere consideration of average
The right parameters: while the contact dose, the reached contacts (across all users) - is due to the high
advertising format, including the visibility and the media level of complexity not yet or not consistently
environment, are still unquestionably important planning implemented in practice. This is often due to the
criteria for evaluating and maximizing the advertising technical complexity of controlling across different
impact, extremely relevant variables, such as the actual inventories, formats and devices. However, and in
contact distribution and target group achievement are practice this pattern outweighs, marketers tend to retain
often not sufficiently in focus. These are, however, just what they have learned, such as optimizing a campaign
as essential to fully demonstrate the advertising impact for a gross rating point (GRP), even if this does not
and to optimize the campaign settings. Only if a user in always produce the optimal outcome. The metric
the target group of a brand is reached with the correct serves as a measure to assess target group
contact dose in the right context, advertising can act as penetration.
planned.

6 September 2019 - Marketing Automation, Analytics & Attribution