White paper outlines the best and worst metrics for optimizing display media campaigns
SALT LAKE CITY – mediaFORGE, a dynamic display media provider, released a white paper detailing its position on why optimizing campaigns for impressions, post-impression attribution, and click-through rate (CTR) does not give an adequate understanding of campaign performance, and how post-engagement is able to substantiate performance with much more meaningful results.
Given the influx of media coverage around online ad measurement, and the creation of the “Making Measurement Make Sense” (3MS) initiative by IAB, ANA, and 4As, it’s clear that advertisers are consensually dissatisfied with current performance metrics. What’s less clear is how to identify the best solution.
mediaFORGE’s white paper was written to empower advertisers to make the right decisions when exploring campaign metrics amidst the growing clamor of proposed solutions.
“Optimizing campaigns is about much more than identifying a metric to report against,” explains mediaFORGE CEO, Tony Zito. “It also determines the design of your campaign, including who you’re targeting and how. It’s important that advertisers understand the implications of the metrics they choose, and we hope this paper will give them a step in the right direction.”
The full whitepaper can be downloaded from the mediaFORGE website at mediaFORGE.com/resources. Some of the paper’s key conclusions include:
– Limited viewable ad inventory challenges validity of attributed view-through conversions.
– Narrowing target audience to optimize campaigns for clicks leads to substantial opportunity cost.
– Campaigns should be optimized for engagement to maximize yield.
– Tracking ad engagement validates that impressions were viewable.
– Clicks are not the exclusive indicator of purchase intent.
About mediaFORGE
mediaFORGE is a dynamic display media company that delivers a personalized and interactive ad experience designed to capture prospects and increase revenue. Its pioneering shared-revenue model charges marketers according to measured engagement that can be attributed to incremental revenue – never for impressions or view-throughs. With mediaFORGE, online marketers can employ the best aspects of display advertising with a low-risk business model, transparent data reports, and best-in-class account managers, making it the most compelling and efficient paths to optimal return on ad spend (ROAS). For more information, visit mediaFORGE.com.
