Online Ad Analytics is the new revolution!!!
Facebook’s new analytics are designed to make paid advertisers – retailers more than others, perhaps – feel better about their spends. The social platform announced today that, in the coming weeks, its Ads Manager dashboard will no longer simply be about how many click-throughs or “likes” a paid promotion creates.
Facebook’s ad business has been tainted to a degree by brands looking to engineer how many likes or fans they accumulate.
Google’s new service, Brand Activate, features two tools. The first, Active View, measures how long an ad is shown on the user’s screen and how much it is viewed. A viewing duration of one second is considered an ad impression via this tool. The second, Active GRP, offers a “gross rating point” score, a common TV advertising metric that measures the size of an audience, to help advertisers adjust their campaigns.
WPP’s marketing technology company, and Moat Inc., a brand intelligence and analytics company, announced a partnership to offer advertisers and publishers brand-focused metrics to help them measure the success of an ad campaign well beyond the industry default measure for success, the click-through.
Moat’s Metrics That Matter includes collection and reporting on metrics such as viewable impressions (in-view impressions), in-view time, interaction rate, and interaction time. These metrics all conform to the IAB working definitions for each respective metric. In addition, Moat also collects 23 other brand-focused metrics such as hover rate, attention quality, time to scroll, and more, for a deeper understanding of ad and publisher effectiveness.
Publishers using 24/7 Media’s propriety ad serving technology, 24/7 Open AdStream, can utilize Moat’s solution through a simple integration, and instantly begin measuring viewable impressions, and engagement levels in real-time.