Work effectively with target numbers for branding
Last month's blog post from Customer success, advised on how to use metrics for CTR and impressions effectively. This month, we take a look at some of the more branding-relevant figures.
Viewability and engagement
Viewability and engagements are useful parameters that give insight to the quality of your ad impressions. These are likely available where your ads are hosted. If we at Kobler are responsible for the ad hosting, we can offer a viewability report from Adform. There you get figures on average viewability time, which is especially important for video in banner. As well as the average Mouse over time which shows how long the mouse pointer has hovered over the ad. This tells you the proportion of quality-assured views that caught the reader's attention. Engagement provides overall information about how the reader has interacted with the banner through clicks, mouse-over, impressions, as well as activation of play, pause, etc. for video.
These parameters provide valuable information about the ads themselves. If you also compare them with campaigns from other services, or other content targets you have used in Kobler, you will get an indication of how the context affects the performance aswell.
Quality of traffic
We recommend using UTM tails to follow the traffic from Kobler and compare it with others. For the correct number of clicks and impressions, you should always use the DSP you are running from, which in this case is Kobler. You can trust that Koblers DSP shows the correct and actual number of impressions and clicks. If you measure the further traffic on the page with a web analytics tool, we encourage you to look at the quality of this with bounce rate and time spent on site. We often get feedback that the bounce rate (frequency of those who leave the site after the first page view) is lower from Kobler's views, and that the time spent on the page is longer.
Relevance and brand suitability
In a contextual campaign, relevance is often the most important aspect of brand building. This quality is difficult to measure with numbers, but Kobler gives you full insight to the matched content.
Depending on the budget and volume of impressions, the campaign will win placements with varying degree of contextual relevance. For most campaigns, some portion will hit bulls eye when it comes to how the message matches the article. Other parts of the content will move more towards what we call brand suitable and brand safe.
Kobler gives you full transparency to see which articles the campaign bids on, and which content has dominated the campaign. You get a full overview of what you have spent most of your budget on, what got the most impressions, or the most clicks.
In addition, we have a screenshot service that automatically takes screenshots of actual article views with your ads. These are easily accessible in the app and can be downloaded as PDFs.
All of this gives you reliable information on the degree to-witch the campaign matched the context it aimed at.
If you need help with your campaign, please contact us at email@example.com!