When measuring your campaigns in AudienceReport, you get to know what kind of audience is being exposed to your campaigns, and which media are most effective at reaching the target group you have defined. This is crucial to be able to optimize your campaigns towards your intended audience and improve the performance of your campaigns.
However, a successful campaign execution is not only defined by how many of your campaign impressions are reaching your defined target group. This is also defined by where your campaign traffic comes from and how many that actually see your campaign. Because of this, we have introduced a new Quality feature in AudienceReport documenting the quality of your campaign impressions.
Three quality metrics introduced
With the new Quality feature, we introduce three independent and actionable quality metrics, which together constitute an overall quality score for your campaign and define how many of your campaign impressions are considered to be of high quality and low quality.
The three quality metrics are:
This tells you how many of your campaign impressions are loaded in the correct geographical area and how many are appearing outside the intended geographical area. If you are running a campaign targeted against only specific regions within a country, you can also get an overview of the distribution of your impressions in different regions – and even municipalities – within your target country.
This tells you how many of your campaign impressions have a media referrer and how many have a hidden or generic referrer. With the rise of programmatic, we increasingly buy data-derived audiences instead of media and transparency has thus become more important than ever. While many networks, ad-servers and publishers offer full transparency into where your impressions are delivered, others have started obscuring this. Transparency means that nothing is hidden, which is why we check for hidden or generic referrers on your impressions.
This tells you how many of your campaign impressions have actually been viewed. With a considerable share of ads not getting viewed by users (56% according to Google), advertisers waste millions of dollars in ad spend each year. And for publishers, this decreases the value of their ad inventory.
In short, the three quality metrics help you quantify the value of your campaign impressions by telling you how many of your impressions have been viewed by a human in the right geographical location on a defined media.
Optimize campaigns towards media delivering valuable impressions
Just like you are used to optimizing your campaigns towards the media with the highest affinity in your defined target group, the new Quality feature will now also enable you to optimize your campaigns towards the media delivering the most valuable impressions.
By doing this, you can make sure that your campaigns are only appearing in the relevant geographical area, that your campaigns are not shown on any undefined media and that a larger share of the ones who have been ‘exposed’ to your campaigns have actually seen them. In this way, you will be able to optimize your campaign performance even further and get the most out of your campaign budget.
In our FAQ, you can learn more about the new Quality feature – how the overall quality score, as well as each of the quality metrics, are calculated, when an impression is considered to be of high quality and low quality etc.
Reach out to firstname.lastname@example.org or your usual contact at AudienceProject and learn how to get started measuring the quality of your campaign impressions in AudienceReport.