When placing media advertising campaigns, you can analyze how users behave after exposure to an advert; this is the basis of “Holistic Analysis method.” It is not necessary to click on it. The so-called “post-view analysis” allows you to evaluate the media effect of advertising campaigns. Studying examples provided by newage. will help you understand how it works and its benefits.
It is important to remember that display advertising is not a direct action advertising. The main difference between search advertising is that in the media we contact “cold users,” who may not be interested in the advertised product. Our task is to create and evaluate this demand. At the same time, you need to realize that this demand does not always arise immediately after seeing the ad or after clicking on it. It may take some time, and it varies in each case.
In digital, this effect can be measured with post-view analysis. The method of Holistic Analysis allows you to do this because it takes into account not only Post-click actions, but also Post-view actions, and even finds a correlation between this and media indicators (coverage, hitting in target audience coverage at frequency, etc.). One of the instruments for tracking post-click and post-view conversions is Floodlight.
Today we can analyze post-view based on cookies-matching (binding to the user’s browser). Additionally, the ability to analyze the results of the campaign through user-ID matching was added, also taking into account the multiplatform usage. A user could see the ads on the phone, make a purchase on the laptop, and if the user was logged in, under the same Google-account, we can track it and make necessary conclusions.
It is important to remember that you can lose a considerable amount of data when only doing post-click analysis, which drastically changes the results of the campaign.
That is why, when analyzing the data using the Holistic Analysis method, we can answer questions fundamental questions when planning and placing media advertising campaigns:
- What is the optimal frequency for the campaign?
- Which creative is effective, which is not?
- How often should users see the advertisement, and how long will they remember it?
- Which sites/targeting works, which does not?
- What channel (search, direct, advertising, etc.) does the user come to the client’s site from after contacting the display advertising?
Answering these questions can drastically improve the effectiveness of advertising campaigns. Below are some practical examples for each of the questions.
Optimal campaign frequency
With the help of frequency data and number of users covered, how they came back, and the cost of each contact, we can answer the question, “what is the optimal frequency for the campaign.” In the first example, we can see it is important for the brand to conduct “bright” campaigns, and in the second, that the frequency of more than 4 per week is no longer optimal:
Efficiency of creatives
The advertiser often thinks about which creative worked better. Sometimes they can try to estimate this by CTR, but this is a false approach at the core. Based on the Holistic Analysis data, using metrics, we can easily demonstrate which banner attracted a greater audience to the client’s site and conversion rates. It also helps to understand that the video, which is already running in the TV campaign, does not have a great indicator to justify overpaying. The main point is that the user had already seen this video on TV, and it was enough for them to see the banner to remind them about the advertising campaign. In a particular case, this allowed us to optimize the client’s advertising campaign by more than 30%.
You do not have to guess which one of the banners work better, just run the pre-test, collect the statistics and leave the one that has better results.
How often users have to see ads
This refers to how users react to your ads for a certain period of time:
This data allows you to make the necessary conclusions when users no longer remember your advertising, and when they need to see it again.
Sites / targeting optimization
It is obvious that not all sites and targeting work. You can trust the “description” of targeting and believe the seller, but it does not always work. You need to check which sites, targeting, and audience segments are working. The results are surprising.
It is essential that you do not have sites and targeting that work for all clients, in each case it needs to be checked and analyzed.
You need to also understand that media campaigns only form the demand, and the performance campaigns should close this demand. To evaluate this and build an attribution map, it is vital to download data on how users visit the site after exposure to display ads and which chain of adverts is the most effective.
As a result – the main thing is watching the data post-view, analyzing media campaigns. With the help of this data, you can answer a huge number of questions that are so important when planning and optimizing advertising campaigns. Previously, to answer such questions, expensive focus groups and field studies were conducted, now it is possible to analyze it on a live campaign and make edits on the spot, change settings and test hypotheses.
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