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.
Is HTML5 the new standard in interactive marketing? Theorem’s creative lead, Manuel Moreta, discusses this highly controversial topic.
Google Chrome is pausing secondary web content or content that is not central to the web page in order to assist with battery consumption – basically this means they will pause Flash ads and if users want to see the content they will have to click to play them.