Analysis Of Internet Advertising Efficiency
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It is clear that an assessment of the overall impact of the advertising campaign on the Internet, as well as the effectiveness of each of its applications, is necessary for each advertiser who considers his money. This chapter deals with criteria, methodologies and tools to analyse the performance of advertising, as well as what reporting the advertiser may require from his advertising agency. In order to assess the effectiveness of the whole publicity campaign and of each of its components, it is necessary to clearly define the end and intermediate objectives of the campaign and to give a weighting factor to each. I will not now list the possible goals and objectives of the advertising campaign. We will meet with the examples below. First of all, we should remember the entire user-to-people interface. We talked about it in detail in the first chapter of the book. It is desirable to refresh it, so some information will be repeated. User interactions with advertising:
For each stage of user engagement, a different degree of monitoring of its effectiveness may be possible. 1. Awareness Only external passive advertising, interaction with advertising or website Not happening. The performance criterion here is the AW = knowledgeable users/target audience, as well as several other parameters that, unlike AW, are more accurately calculated:
A specific example to understand what these terms mean: Users upload the main page of the BCM server with a 50,000-day banner. According to the Rambler counter, of these 50,000 applications, 10,000 were made by unique users. AD exposure = 50,000, AD reach = 10,000 and AD frequency = 5. There are, of course, a number of errors that affect the accuracy of these parameters: AD exposure: |
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