How to Measure Media Advertising Effectiveness

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The better you study your target audience, the more accurately you understand who they are, what they are interested in, what their profession is, how and in what situations they behave, the more targeting options you will be able to find, expand the reach of your media advertising and increase the number of target coverages and conversions.

Of course, the specific metrics to measure will depend on the purpose of launching a media campaign. In our work, we usually focus on:

CPM (cost per thousand impressions), but here it is jamaica consumer email list important to track the dynamics of decrease over time;
refusals (from 40 to 50% is an acceptable rate);
views for video advertising, where 75% - 100% is the result to strive for;
post-view and post-click conversions. Analysis of these indicators allows us to assess the impact of media advertising on brand demand, as well as on conversions by users after viewing within a given attribution window;
achieving micro-goals (for example, going to the dealers page, visiting five pages, scrolling 90% of the page, etc.).
What tools can be used to extract this information? We recommend using:

third party market research;
target audience surveys;
Wordstat;
Google Trends;
media advertising metrics, where you can see post-click and post-view conversions;
SearchLift, VisitLift, TargetLift, BrandLift, SalesLift and other Yandex features.