The importance of performance measurement

Data is a key tool for optimizing your advertising budget, allowing you to accurately identify the most effective advertising components and allocate funds among them. 

Understanding the customer journey from product discovery to the “Buy” button through the prism of brand awareness advertising effectiveness allows you to track user interaction with advertising at different stages. Correct and accurate measurement also creates a competitive advantage, allowing you to compare the effectiveness of your own campaigns with market indicators, identify new opportunities and trends in brand awareness advertising, and respond quickly to changes in consumer behavior and market conditions.

We are constantly improving our campaigns because we have clear KPIs, constantly monitor progress, and always analyze campaign results.

Earlier, we talked about offline approaches to analyzing advertising effectiveness in the article “Measuring the Impact of Brand Awareness Campaigns“.

Brand awareness advertising metrics

When it comes to effective brand awareness advertising analysis, it is not enough to check only clicks on ads. For qualitative analysis, you need to pay attention to the following metrics: 

• impressions
• target audience reach; 
• target audience reach by frequency;
• views to the end;
• brand lift;
• increase in branded queries;
• increase in direct traffic, etc.

Let’s take a closer look at each KPI.

Impressions

The number of ad impressions is a basic KPI that reflects how many times your ad message was shown to users. Data on the number of impressions is important for assessing the potential impact of advertising and analyzing its effectiveness in combination with other metrics.

When analyzing impressions, you should also pay attention to their viewability – whether the viewer had a chance to see and remember anything at all. We tell more about this crucial metric in the article “What is Viewability And How to Use This Metric For Effective Ads Placement“.

Target audience reach 

This metric shows how many unique users from the target group saw the ad. This allows you to assess how successfully your advertising efforts are reaching the audience you were targeting.

Target audience reach by frequency 

Usually, it’s not enough to show an ad once. You need several repetitions for the audience to remember the brand, its slogan or jingle, and to at least consider buying it. However, in digital, we pay for each screening separately and have to distribute contacts with viewers wisely. And to do this, we need to at least measure the frequency of impressions by different target audiences.

At newage. we use Campaign Manager 360 to record every contact a viewer has with an ad and see after how many impressions a particular audience segment decides to move further down the funnel. We don’t spend our client’s budget on a dozen impressions for each viewer when three impressions are enough to convert.

Views to the end

This is a metric that tracks how many users watched your video ad to the end. It helps you assess how interesting and engaging your video content is, as well as the impact of its length on retaining the audience’s attention.

Brand Lift 

This metric measures how positively your ad has influenced brand perception. This can include brand awareness, logo recognition, etc. This technique allows you to assess the delayed effects of an advertising campaign on the audience.

At newage. we are supporters of the technometric approach and measure the delayed effects of the campaign using Comprehensive Analysis. However, we also launch brand lifts with each media campaign, because an additional measurement is never redundant. 

Increase in branded queries 

An increase in the number of search queries may indicate an elevation in your brand awareness and interest. This indicator reflects the effectiveness of brand awareness advertising in creating awareness and associations related to your brand.

Increase in direct traffic 

An increase in the number of visits to your website may indicate higher audience loyalty and a stronger association of your brand with the target group. This indicator reflects the long-term impact of brand awareness advertising.

Analyzing and optimizing based on these media metrics allows you to get a more comprehensive and accurate understanding of the effectiveness of your ad campaigns. They help to assess their impact not only on direct conversions, but also on the brand, audience loyalty, and long-term business results. 

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