4 Ad Performance Metrics You Should Track

Apurva Pathak | August 2, 2022 | 385 views | Read Time : 05:00 min

Ad Performance Metrics
Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance.

Let us take a look at them:

4 Ad Performance Metrics You Should Track

CPM (Cost per mille)

CPM stands for advertising cost per thousand views. It is the benchmark used to calculate the approximate cost of an advertisement or ad campaign across various media. CPM can be calculated by dividing how much it costs to place an advertisement by the number of impressions (in thousands) that it achieves. This metric helps compare the difference in ad opportunities based on efficiency and to evaluate the overall campaign cost.

CTR (Click-through rate)

CTR is the ad click-through rate that measures how well an online ad campaign is progressing on a website. It is denoted as a percentage and is calculated by how many times an ad is clicked divided by how many times an ad is shown.

RPM (Revenue per mille)

RPM is the revenue generated per 1000 ad impressions. It is similar to CPM but instead of cost, it measures revenue. It is an especially important metric for publishers. If the RPM of a campaign is low, you should replace the campaign with one that earns a higher revenue and RPM rate.

RPC (Revenue per click)

RPC is the revenue generated per click. It tells you how much the average revenue is for every click on your ads and PPC (pay-per-click) keywords. You can easily understand how much you earn every time someone clicks on one of your ads. Comparing RPC and RPM values can give you insights on your ad spend and the money you earned through the ads.

Streamlining Ad Campaigns with Ad Performance Measurement

Here are some tips to streamline your ad campaigns with the insights your ad metrics provide:
  • Use the right data: First-party data can help you optimize your programmatic ad campaigns along with your content.
  • Capitalize on returning visitors: Play with ad location on pages with returning visitors. Mix and match to maintain the interest of the visitors.
  • Optimize your content: Find out the type of content that attracts your visitors and optimize your content strategy based on your findings.
  • Maintain optimal ad placement and size: Place your ads in the middle of the page, use in-image ads at the bottom of mobile web pages, experiment with different ad sizes and positions to check how users react.

Final Thoughts

Data-driven optimization is the secret to getting the ad revenue you expect. Testing and improving with the help of data insights can help you identify the areas that need attention.

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McCann Minneapolis is the newest member of the McCann network. Like any McCann office we collaborate closely and are integrated with our network of 213 offices in more than 120 countries. We offer fully integrated creative, content production, and media services.

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Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan. “Our number one goal is to protect our customers and the digital ecosystem from cybercriminals such as those behind these attacks. The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan. “We will continue to remain vigilant for other similar attacks and harness the work of collective protection—where an attack on one is a protection event for all—disrupting the economics of cybercrime. That’s the only way we win. ” Scylla is the third wave of an operation HUMAN first uncovered in 2019, in which a collection of 40+ Android apps openly committed multiple types of ad fraud. That scheme, nicknamed Poseidon after elements of the code within the apps, was disrupted by the Satori team’s reverse engineering efforts, resulting in Google removing the apps from its Play Store. A 2020 adaptation of the scheme, nicknamed Charybdis after the daughter of Poseidon, incorporated additional code obfuscation and SDK targeting techniques. Today’s announcement of the disruption of Scylla—named after the granddaughter of Poseidon—reflects a new evolution from the threat actors behind the scheme. While the Poseidon and Charybdis operations centered wholly on Android apps, the Satori team has found evidence that Scylla additionally targets iOS apps and has expanded the attack to other parts of the digital advertising ecosystem. HUMAN’s Satori team worked closely with the Google Play Store and Apple App Store to ensure all of the apps identified as being associated with the Scylla operation have been removed from public access. HUMAN also closely collaborated with impacted advertising SDK developers to mitigate the impact of the operation to their processes and their advertising partners. Customers of HUMAN’s MediaGuard solution are protected from fraud associated with Scylla and with its predecessors. Apps within the Scylla operation committed fraud through a variety of tactics, including: App spoofing, in which the Scylla apps pretended to be other apps for the purpose of digital advertising, Hidden ads, in which the apps would render advertisements in places a user couldn’t actually see them, and Fake clicks, in which the apps would keep track of real clicks on advertisements in order to fake additional clicks later. These tactics, combined with the obfuscation techniques first observed in the Charybdis operation, demonstrate the increased sophistication of the threat actors behind Scylla. This is an ongoing attack, and users should consult the list of apps in the report and consider removing them from all devices. As this attack has evolved multiple times already, the Satori team has withheld certain details about the operation in order to better track and report on further adaptation. HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the Internet. HUMAN achieves this scale through its continued expansion in cybersecurity, including its recent merger with PerimeterX, now offering a suite of products to protect the complete digital customer journey. With new partners and enterprises now able to leverage the Human Defense Platform, comes an even deeper understanding of the cybercrime landscape, enabling HUMAN to adapt continuously, staying ahead of adversaries with modern defense (leveraging internet visibility, network effect, and disruptions), and safeguarding clients with collective protection against threat models they have yet to encounter. The Satori team used numerous tools to identify Scylla and its operators, whose information has been shared with law enforcement. To learn more about the Scylla operation, visit the HUMAN blog. About HUMAN HUMAN is a cybersecurity company that safeguards 500+ customers from digital attacks including sophisticated bots, fraud and account abuse. We leverage modern defense—internet visibility, network effect, and disruptions—to enable our customers to increase ROI and trust while decreasing end-user friction, data contamination, and cybersecurity exposure.Today we verify the humanity of more than 15 trillion interactions per week across advertising, marketing, e-commerce, government, education and enterprise security, putting us in a position to win against cybercriminals. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.

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Viant Bolsters Legal Team With Key Appointments

Viant | September 19, 2022

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today named Ritesh Patel as its Chief Legal Officer, reporting directly to Viant’s CEO, Tim Vanderhook. The company also named Arish Gajjar as its new SVP, Deputy General Counsel, reporting to Ritesh Patel, CLO. “As Viant continues to position itself as the omnichannel advertising software of choice, we’re excited to make the strategic hires that support our business growth,” said Tim Vanderhook, Co-Founder and CEO, Viant. “As Viant continues to position itself as the omnichannel advertising software of choice, we’re excited to make the strategic hires that support our business growth,” said Tim Vanderhook, Co-Founder and CEO, Viant. “Bringing on key leadership with a proven track record and experience in the ad tech space supports our immediate and long-term business goals and we’re thrilled to welcome Ritesh and Arish to the team.” Ritesh Patel – Chief Legal Officer, Viant In this role, Patel will lead the company’s legal department and be responsible for all aspects of its legal affairs and serve on the Executive Committee. He brings almost two decades of legal experience, advising public and private technology companies spanning a variety of industries including advertising technology, network monitoring and security, digital storage and more. Most recently Patel served as the Head of Legal for Apeel Sciences where he led its legal team on global initiatives. Before Apeel Sciences, Patel was Vice President, Assistant General Counsel at The Trade Desk, where he served as lead attorney on key revenue deals and public company reporting obligations. There he also managed the legal operations team and helped shape and scale the legal department. Prior to that, he served in leadership roles at global organizations including Western Digital Corporation, where he led a team responsible for advising the go-to-market function of divisions that generated $10B in annual global revenue. Patel earned a J.D. from the UCLA School of Law, a B.A. in Business Economics from UCLA, and is a Certified Public Accountant (inactive). Arish Gajjar – SVP, Deputy General Cousnel, Viant In this role, Gajjar will work closely with the CLO and business stakeholders at all levels of the company to define and drive strategic and operational initiatives. He brings over a dozen years of experience in technology, media and telecommunications. Gajjar joins Viant from The Trade Desk where he was Lead Director and Associate General Counsel, leading a team that contributed to the rapid growth of the company’s core business by negotiating transactions with agency and brand advertiser clients, infrastructure vendors, inventory suppliers and other partners. Prior to that, he was an Associate Counsel at Time Warner Cable, where he focused on a wide range of commercial transactions. Gajjar earned a JD and MBA from American University and a B.A. in Economics and Political Science from Syracuse University. About Viant Viant® (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

Read More

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MGID Bolsters Global Leadership Team to Accelerate Growth Into New Territories

MGID | September 17, 2022

MGID, the global advertising platform, has today announced the appointment of Sara Buluggiu as VP of Publisher Business Development, and Sergio Vives as Global Head of Publisher Acquisition, to drive the company’s European expansion. Buluggiu brings a wealth of international digital media experience, with previous roles including Digital Director at Starcom, and VP, Regional Director Italy, Spain and MENA at Magnite, where she launched its Middle East offering and successfully grew operations in Dubai and Israel. At MGID, she will be responsible for developing the company’s publisher-focused global strategy in Europe, North America, LatAm and APAC regions. An accomplished sales and business development leader, Vives brings more than 15 years experience in revenue management, publisher acquisition and monetization strategies. Previously VP Sales at Marfeel, the global content intelligence platform, and Global Sales Director at Softonic, he will oversee MGID’s global publisher acquisition strategies. Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience." Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience. We want to ensure those creating great content on the open web and amassing valuable audiences don’t miss out on their fair share of ad spend. “As we extend our support of publishers in developing audiences and generating revenue into new global territories, bringing both Sara and Sergio on board is a significant step towards helping us to achieve this.” About MGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. Every month, MGID reaches 900 million unique readers, with 200 billion ad impressions, across 25 thousand trusted publishers. For more information, please visit: www.mgid.com.

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