Mobile advertising metrics and their benefits

Viktor Szuhai

Senior Ad Operations Manager

Therefore, there is a huge potential in mobile advertising, because a well targeted ad could reach the right consumers in the best place and time. But this is an other topic, and now we will course around mobile advertising metrics and their potential benefits.

Mobile advertising metrics and static/HTML5 banners

Like in the case of web, we suggest using adservers for mobile ads as well. We use the adserver of Adverticum, which beyond the basic statistics (AV, CT, CTR) is able to provide other important data as well. These numbers if curated carefully, could lead to significant conclusions regarding our target audience, and in long term could help to run more successful and cost-efficient campaigns. For a first glimpse these might seem trivial, but if they are examined not just on campaign level, but on a daily or hour bases, valuable information could be gathered about the time when the users are the most opened for our advertisements.

If the banner contains more creative, then even more information is accessible: for example, if a cube banner’s each side has a different landing url, and the effectiveness of each side could be measured separately. The HTML5 format allows to attach different CT link for each element, therefore more call-to-action buttons could be placed in one creative.

Besides that, the ‘heatmap’ solution is an interesting mobile advertising metric for the creative agencies, or even more a useful feedback. It displays on a spectacular map on which part of the banner users clicked the most. This shows clearly whether the arrangement of the banner was correct, and the random or accidental activities could be detected as well.

So far this feature is available only for programmatic campaigns, but if everything goes like we expect, soon this option would be feasible for direct campaigns too.

What could be measured about rich media appearances?

Almost everything. Of course in these campaigns the above mentioned metrics are also available, but regarding rich media solutions almost every part of the banner is measurable separately. If the banner has more subpages it is possible to see how many users reached a specific subpage and how much time had they spent there. This way we can get information about how long did the users watch the video, what percentage of them watched until the end, moreover a graph is available which demonstrates how many users scrolled further in each second of the spot. The effectiveness of the action buttons placed on the banner could be measured as well. When it comes to games, we can see exactly how many people have started to play and how many quitted.

Mobile viewability as a mobile advertising metric

Of course mobile viewability is one of the available mobile advertising metrics, and we measure it in every campaign. Since it is a very complex topic, we dedicated an individual article to mobile viewability, available here.

It’s important to think ahead!

Measuring rich media banners is always possible thanks to Celtra‘s adserver, there is no need for special conversion point to be placed within the banner. The situation is not that easy with classic static/HTML5 banners. We regularly run into the situation that not even AV and CT metrics are attached to the campaign, what is the smaller problem, as the campaign serving adserver measures them automatically. In case of the other criteria it depends on the customers what data they want to obtain, and according to their requests, a separate link could be generated for the different parts of the banner, separately for the offer’s landing page, or even for the brand’s main page. In this case we should know while setting up the campaign these requirements to set up the adserver serving the the mobile advertisement accordingly, and collect data from the beginning of the campaign.

May 26, 2016
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