For more than 20 years, Justin Bumann has developed multi-channel marketing plans targeted at generating strong returns on investment. Justin Bumann uses advertisement performance data to inform the continuing development of each advertising plan.
To make a digital advertising strategy successful, a company must first be able to track the success of each media buy. Many advertisers find this easiest to do with more interactive advertisement types, such as display ads. By assessing available data, a company can determine the percentage of viewers that actively engaged with the content, as well as how many navigated from the ad to the company’s website or a purchase site.
Producers of video content may be able to use similar evaluative strategies, particularly if the video invites a user response. Advertisers can assess click-through rates, as well as the percentage of those who watched the video to full or partial completion and the amount of time that viewers spent with the content.
Companies can also track return on investment by evaluating indirect data. One technique is to search for mentions of the company on social media, so that the advertiser can see if positive mentions increased after the advertisement ran. Similarly, some companies check web traffic numbers both before and after the introduction of the advertisement, to see if users are entering the address into search bars rather than clicking through directly.
The same type of assessment can support an accurate ROI evaluation for companies that run native advertising, defined as informational and promotional content presented in the form of an article. Those who purchase banner ads and other programmatic advertising may benefit from similar techniques, whereas investors in pay-per-click and search approaches tend to receive more information from conversions and direct clicks.