In this post I am listing the 21 metrics to measure the success of your display advertising. Most of these are also applicable, with some variation, to other forms of advertising such as Paid Search, Social Media Ads, Print and email.
The GRP, or gross rating point, has long been an effective way to measure the reach and frequency of an offline media campaign. With Active GRP, marketers can now apply and compare that same metric to their display advertising campaigns.
Nielsen Online Campaign Ratings - provides a new and highly accurate method for identifying and measuring the audiences exposed to online ad campaigns and enables measurement of any ad campaign, large or small, national or local, on any website.
Making Measurement Make Sense (3MS) is an ecosystem-wide initiative to propose standards for metrics and advertising "currency" that will enhance evaluation of digital media and facilitate cross-platform comparison for brand marketing.
Learn about the right strategy and the right measurement for your advertising campaign. Brand marketers use Brand lift is how advertisers measure how their advertising has shifted consumer perception against one of the key purchase funnel metrics.
View-through conversion tracking provides additional information related to the value of your Ad Exchange ads. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, an Ad Exchange ad. View-through conversions are tracked via a cookie that is placed on a user's computer; conversions are reported only for Ad Exchange ads that run on Ad Exchange sites.
Comscore Addeffx offers validated Campaign Essentials (vCE) a holistic ad delivery validation solution that provides deep campaign insights, in-flight reporting and daily alerting for convenient and effective campaign management.
Media Rating Council is an independent agency with the objective and purpose to secure for the media industry and related users audience measurement services that are valid, reliable and effective - To evolve and determine minimum disclosure and ethical criteria for media audience measurement services. - To provide and administer an audit system designed to inform users as to whether such audience measurements are conducted in conformance with the criteria and procedures developed.
This is a CPA Calculator: "How much do I have to spend to get a sale?" Whether that's a product or service sold online or offline, a lead generated, a newsletter subscription form completed, or a social application shared, cost per acquisition (CPA) tells you how much spend it takes to get one of these conversions.
Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.
CPE stands for cost-per-engagement. The term was trademarked in 2006 by an online solution provider looking to bring more accountability to brand units. These days, it s being used by a subset of publishers looking to differentiate themselves along one important dimension: engagement.
Per-inquiry advertising (PI) - also known variously as cost per lead (CPL), pay per lead (PPL) or cost per action(CPA)- is a form of direct response marketing in which the advertiser receives free ad time and space while paying only for results. In return, the advertiser gives up control of where and when the ads will run.
Web publishers have long lamented the lack of ad spending online in relation to the amount of time spent online. Now Flurry is making the same case for mobile. In a new study, the mobile advertising and analytics firm says mobile is the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%. That makes the split of ad spending and time spent on the desktop Web -- at 16% versus 22% -- look a lot better.
Great discussion on GRP standard for online video - Here is the opinion of Tim Avila from Brightroll, "GRP matters less online. It's an insufficient measure in a realm where ad effectiveness can be determined more directly. In fact, better accountability is a well-documented reason for online video s torrid spending growth. In an interactive medium where advertisers can measure lift in online sales, keyword searches and consumer attitudes in near real-time, aggregate measures like GRP become less important. As online video spending continues to grow, look for GRP to matter less, not more."