Digital marketing will always be a guessing game, with data as your greatest asset, but you can form a clearer picture of how users respond to your ads today. Technology that measures what visitors do on your website is an important part of gauging the effectiveness of your ads. Many marketers look at click-through rate for the end-all in metrics, but there are two other data points that might prove more valuable.
On the marketer’s end, the time spent metric provides a lot more context for what is happening with your ads. If click fraud could have been a problem for you, time spent would be a pretty big clue but not the only potential sign of fraud. The time a user spends on site tells you how effective your site content is at holding attention. This metric is particularly valuable for video advertisers, who need visitors to stay and watch all or most of a video in order to get the proper messaging across.
Viewable impressions will become the future of display advertising. Right now, an advertiser has to use intuition to figure out whether an impression was made by a human or a robot. Because it’s easy to fake a human interaction, this isn’t a very effective way to do business. And it’s costing advertisers over $11 billion.
Viewability establishes that a human has viewed the page on their screen. Amount of pixels on screen is also measured, so you can be certain as an advertiser that you are paying for impressions from actual humans who can see your ads. Advertisers can also choose how long a user should be viewing an ad before the marketer is charged. These two metrics will help provide an accurate picture of how users react to your ads.
Bio: Ted Dhanik began his career pioneering engaging advertising in the early 2000s. Ted Dhanik has since become an established thought leader in the digital advertising industry. Ted Dhanik is the co-founder and CEO of engage:BDR headquartered in Los Angeles.