The digital age has revolutionized the way companies promote their products and services. As the number of users accessing the Internet via mobile devices has increased, mobile advertising has taken a major role in marketing strategies.
But how can we measure the effectiveness of mobile advertising campaigns?
What metrics in mobile advertising are for
Metrics in mobile advertising play a key role in evaluating the success of advertising campaigns and helping advertisers make informed decisions. Let's look at why they are so important:
Outcome measurement: they allow the impact of ad campaigns on mobile devices to be measured. By collecting accurate and detailed data, advertisers can assess whether their marketing goals are being met and whether campaigns have generated a positive return on investment (ROI).
Campaign optimization: provide insights into the performance of advertising campaigns. By analyzing the data, advertisers can identify areas for improvement and make changes to optimize ongoing campaigns. Metrics help make decisions based on data, rather than assumptions or hunches.
More effective targeting: enable better understanding of target audiences and their preferences. Knowing users' behaviors and their interactions with ad campaigns helps create targeted ads that resonate with the desired audience.
The main KPIs of mobile formats
Now that we understand the importance of metrics in mobile advertising, let's look at the key performance indicators (KPIs) that advertisers should monitor:
Impressions: measures the number of times an ad is displayed on the screen of a mobile device. Impressions are an indicator of viewability, but alone they do not provide a complete picture of a campaign's performance.
Cost per Thousand (CPM): measures the cost of ad campaigns. It indicates the cost per thousand impressions, which is the cost an advertiser pays for every thousand times their ad is viewed by potential customers.
Click-through Rate (CTR): measures the percentage of users who click on an ad relative to the total number of impressions. A high CTR indicates that the ad is relevant to the audience and stimulates interest. It is an indicator of the ad's effectiveness in generating interest and engagement.
Viewability: measures whether an ad was actually viewed by the user. Considering the size of mobile devices and the possibility of ads being viewed without full viewability due to rapid scrolling, it is important to establish a definition of viewability that takes these factors into account.
Video Through Rate (VTR): is an indicator that measures the percentage of users who complete viewing a video ad to the end without interrupting or closing it prematurely. VTR is essential because it indicates the effectiveness of the video ad in engaging viewers and conveying the advertising message. And today, communicating with video is of paramount importance in digital marketing and advertising.
Attention: related to the high level of engagement of the video format, another very trending KPI in recent months is attention, which measures the degree to which the user engages with the ad. Simply viewing does not guarantee actual attention, so it is essential to monitor dwell time, clicks, and other interactions. Mobile marketing strategies, such as notifications and targeted ads, can capture users' attention, stimulate their interest, and increase physical visits to the store, enhancing the shopping experience and generating increased sales.
Visit Rate (VR): refers to the rate of users, both exposed and unexposed to an advertisement, who visit a physical store. This metric is an important indicator for measuring the effectiveness of an advertising campaign and assessing how attractive or persuasive the ad is in generating user interest in the product or service promoted within the store. Visits detected in a physical store / Unique users reached by the campaign
Visitation Uplift: represents the percentage of incremental visits brought by the ad compared to those that would have come anyway, given by the control sample visits. The identification of the target users exposed and the control sample are evaluated as two distinct groups. This KPI is important for understanding how much the ad positively influenced the increase in visits compared to those that would have occurred organically without the adv campaign.
AdKaora Your Mobile Life Expert
At AdKaora, we are leaders in mobile innovation and firmly believe in the mobile-first approach, putting the user at the center as the protagonist. Our content is 100% guaranteed for brand safety, and our KPIs are one of our distinctive strengths in the market.
We offer standard and premium, cross-device formats, designed and created by our AdKaora Creative Studio, to ensure successful results for all our clients.
Through our extensive offering of web and in-app advertising formats, we reach more than 27 million unique users per month for the display pool and provide video availability of more than 250 million pre-rolls. We manage to communicate effectively with precise targets from an exclusive panel of 26 million cookies and 9 million device IDs, exceeding the required KPIs with values above market benchmarks: viewability reaches up to 80% for display formats, and 91% for video formats, brand safety is at 99%, a value above the market average, while the average VTR reaches 78% for 15-second videos.