As more ad spending follows consumers to digital channels, those channels are being monitored and reviewed more closely than ever. Advertisers recognize not only the opportunity but also the complexity of online advertising. Unlike the traditional TV model, where specific spots are selected, digital advertisers are often unsure of precisely when and where to find their ads. This creates a strong need for measurement and reporting, but what exactly should buyers measure?

The most important thing to monitor is the value of the campaign to the brand. In reality, the value includes the short- and long-term revenue impact. In practice, this type of measurement isn’t easy to come by so proxies are created.

For a long time the leading proxy was the click-through rate (CTR), but marketers increasingly realize that this is a weak proxy for two main reasons. Many studies, for example, show a low, or sometimes negative, correlation between CTR and brand metrics, such as brand recall, brand favorability and purchase intent. Also, various players have learned to game the system with fraudulent clicks.

An alternative to CTR has quickly developed as advertisers turned their focus to quality. And while “quality” may seem like a vague term, there are several key ways that marketers should measure it.

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http://www.adexchanger.com/data-driven-thinking/how-do-you-measure-the-quality-of-digital-ads/