Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
It’s often said that digital is the most measurable medium. With all of the data available to online marketers, it can be tricky to know which metrics work best for your campaign. With newer behavioral metrics, like lift in related searches, becoming more readily available its important to understand how these metrics work, and what their value is to the marketer.
Within the world of brand marketing, there’s a strong tradition of using surveys to collect brand metrics like awareness, favorability and purchase intent. Although well established, survey solutions can generate pain points for advertisers, publishers and users. Surveys can be arduous for consumers and for publishers with abundant campaigns, fulfillment also becomes a challenge. When it comes to measuring an advertising campaign’s impact on sales, most advertisers are reliant on database matches or mapping to panels with credit card information. These methods are accurate but require extensive scale and budgets to execute.
Today it’s important to look at how behavioral metrics — like trademark searches, site visits and page views — correlate with more traditional brand and sales metrics as this data is collected passively without interfering with the consumer-site experience. Additionally, collecting behavioral data can be done internally by publishers and are more cost-efficient than brand surveys or sales-impact studies.
In a recent analysis by Yahoo and ComScore of over 100 marketing campaigns online, Yahoo found that changes in online behavioral metrics were often strongly correlated with changes in brand and purchase metrics. This is new evidence to support the idea that for some categories, behavioral metrics can be predictive of traditional metrics as well as near term purchases, but that the specific relationships vary by category.
Based on these results, behavioral shifts appear to be predictive of changes in favorability within the CPG categories of health and beauty. This is especially true of a consumer’s likelihood to recommend a product and brand awareness. Behavioral shifts also signify changes in awareness, purchase intent and likelihood to recommend in the computer and technology sector. For retail and CPG food and grocery campaigns, behavioral shifts signify changes in purchase intent. Within the quick-service restaurant sphere, behavioral metrics are strongly predictive of both brand and purchase impact.
I’m not recommending marketers abandon tried and true methods for evaluating campaign success, but using behavioral metrics can serve as reinforcements for traditional studies or be considered useful proxies in a few situations. First, when surveys are not ideal or possible and, second, in order to optimize campaigns while in the field. Advertisers should collect both survey and behavioral metrics to paint a more holistic picture of a campaign’s impact. This is especially true in categories like retail and CPG food and grocery categories where behaviors are indicative of success in driving immediate sales, and brand metrics are more indicative of changing longer-term perceptions.
Collecting both sets of metrics for campaigns in all categories will allow advertisers to understand how brand, behavioral and purchase metrics are related for their specific campaigns and objectives (which may differ vs. their respective categories). As our understanding of the relationships between metrics continues to get more sophisticated, marketers will have more options for measuring success against traditional goals.
Sebastian Fernandez is senior manager for corporate insights at Yahoo and has worked for a decade in digital advertising research.
Digiday Top Stories