Data in digital advertising is everywhere. According to Salesforce’s Digital Advertising 2020 report, almost half of all advertisers in North America plan to increase their use of third-party data by 2019.
But as the number of data sources continues to grow, it's hard to sift through all the numbers in order to find the insights you need to benchmark your campaigns and improve future performance.
Don’t worry. Pathmatics is here to help. Below, we explain some of the best features and metrics to use from Pathmatics’ ad intelligence software. These will help you get the right performance data in order to achieve the right results.
Use Impressions to Measure Performance
Impressions are key to benchmarking a solid ad strategy. These metrics tell you how many times your ad is served to a consumer. Whether it's through digital, mobile, social or native, impressions help measure the overall effectiveness of a campaign.
Pathmatics tracks the number of impressions a brand or creative generates over time. Use this data to track performance, then apply these metrics to better inform ad spend, channel distribution, and site distribution strategies. But as great as impressions are, you still need additional metrics to get a full picture of your performance.
Performance metrics for individual creatives help brands benchmark campaign effectiveness. Advertisers need these metrics to capitalize on opportunities and boost ROI. With Pathmatics, brands analyze their creatives using more data points, including:
- Full lifetime of the ad (i.e. numbers of days the ad was running)
- Dimensions and type
- Top sites the ad appeared on
- Ad’s landing page
- Performance trends over time
These insights give brands the edge they need to deliver effective creatives that resonate with consumers.
By monitoring individual creatives, you'll get to know your buyer on a deeper level, and then apply that knowledge to your other campaigns. Use Pathmatics to take a closer look into competing creatives, compare your performance data with theirs, and then apply those insights to improve your own techniques.
Analyze Top Performing Sites
Better optimize your budget by analyzing the sites where your ad appears. But, how can you find these metrics?
Pathmatics helps you to investigate all the sites you’re advertising on. You'll learn more about sites that perform best, avoid the ones that don’t, and identify key sites other brands advertise on. Pathmatics also helps you monitor the top industries advertising on your sites. That ensures your brand is speaking to the right audience.
Uncover Performance Data for Different Devices and Formats
Every consumer interacts with your brand through different devices and formats. Whether it’s desktop, mobile, social, or native, you need to determine which channel works best for your brand.
With Pathmatics, you have the ability to filter by device and carefully examine the key metrics of ads on each channel. If you see social is driving traffic, but desktop numbers are down, you might want to reorganize your budget to maximize your social opportunities.
In the end, this type of data helps you maximize ROI. With ad intelligence on your side, you're able to measure impressions generated through the performance of your creatives, sites, devices and format, to improve efficiency, and reduce total spend.
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.