The second white paper in our Better Future Series explores new ways to measure success in digital advertising
The world of digital marketing is constantly evolving. Changing consumer needs, further regulation and brilliant new ways to extract metrics all contribute to this evolution and can prove difficult to navigate for advertisers.
This paper illustrates how hyper-personalisation has led to an over emphasis on performance marketing and in turn has created a lack of understanding of the full user journey and what a trusted brand looks like.
It asks the question: ‘What measures of success should we be thinking about in this new world?’. Through an ABC method of approach an answer is provided: ‘A’ is for attention; ‘B’ is for brand and balance’; and ‘C’ is for cost per completed view (CPCV) and the launch of Ozone Outcomes.
Knowing that attention drives results, the paper introduces the Ozone Attention Index, a proprietary measurement framework offering advertisers a new world of insights to create more personalised and relevant ads.
Brand and balance highlights that the optimum campaign strategy is radically different if success is measured over the short versus long-term. Lastly, a CPCV campaign will mean that a real consumer will have watched an online video in full – an outcome that will generate greater brand impact for the advertiser.
In summary, measures that drive business success rather than measure performance alone provide the opportunity to build a brand image and nurture customers to become ambassadors.