Theorem’s senior engagement manager, Mary Beth Sousa, explains the best practices for capturing the right data and measuring success in your digital campaign.
Most marketers would agree that there are really only a few measures that matter: sales lift, new accounts, and if you’re a business-to-business company, customer engagement. But marketers are still measuring that broad range of traditional digital metrics like impressions, conversions, website visits, even downloads.
An ad served doesn’t necessarily mean an ad viewed, and digital advertisers, agencies and publishers are catching on as the industry shifts toward valuing viewable – rather than served – impressions. So what affects an ad’s viewability? It depends on who you ask. Theorem conducted a study on the present and future of online ad viewability with partner InSkin Media to analyze the most important factors.