Across the myriad campaigns, ad formats, channels, and devices that marketers have in play at any given moment, getting a comprehensive understanding of performance is the only way to build a strong, results-driven digital advertising strategy. However, this is only possible when marketers commit to measuring performance beyond baseline verification.
Going beyond verification means quantifying consumer attention, which is no easy feat. But with the proper measurement insights and strategies, brands and agencies can evaluate campaigns based on attention signals that span ad formats, environments, and platforms. This then affords marketers the ability to reflect on performance over time and across channels, product lines, creative strategies, industry benchmarks, and more—providing them with the information and insights to take action and develop stronger campaigns for the future.
But if best practices say to measure performance beyond baseline verification metrics, how do you do it? This guide addresses this question with an easy-to-follow formula for measuring consumer attention across display, mobile, video, and sponsored content, using a selection of Moat’s attention metrics. Wherever you are in your measurement journey, this guide will help you elevate your digital strategy to the next level, where you can reap the rewards of deep, meaningful insights and a transparent understanding of the key drivers of performance