This week we focused on the relationship between the publisher and the ad agency (or client direct). We looked at the reach measurements a publisher should provide and what an ad agency should look for when seeking a publisher. The key measurements to check for when seeking the right publisher to work with are Audience and Reach.
Measuring the Audience of the publisher is the harder of the two as it depends on consumer behaviour, however many publishers may have information on their key markets. E.g Cosmo would have mainly female readers.
Measurement of Reach is much more accessible and clear. Although there is no uniform to the metrics publishers use figures generally based on a monthly timeframe. Key metrics for website advertising are: visitors to the site and page views (each page a person views). Hits can be extremely over estimated. Some websites may also include a tag on your advertisement which will track exactly the click-through rate and page impressions.
All campaigns an ad agency runs for a client (or a client runs themselves) should have Key Performance Indicators in order to find the return on the investment of the cost of the campaign. The KPI’s for each campaign and the tools required to measure these should all be in place prior to the launch of the campaign. The results of this measurement can then be compared to previous campaigns or used as a benchmark for future campaigns.
Marketing- Digitally 