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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Measurement
Marketers are increasingly encouraged to apportion their adspend budget to online because of the continued control they can have over their campaigns once they launch using internet measurement techniques.
Online campaigns can be measured down to the last detail and in real-time, making it quick and clear to see which elements are proving most effective and adjust those areas that are fairing less well.
Calculating the number of people who have clicked-through to a microsite or dedicated landing page used to be the primary indicator of an online campaign’s success. Now there’s a myriad of metrics to choose from that can provide a more granular understanding to a campaign’s success. Internet measurement offers marketers a wealth of data, that can appear overwhelming, but by selecting a few key metrics linked to the campaign objectives, ROI can be quickly and easily monitored.
There are further metrics specific to certain online marketing tools. Email Marketing, for example, can be tracked right from the moment it is sent to the subsequent action of the recipient. The marketer can measure open rate of the email, click through rate from the email to a dedicated webpage and conversions once they have landed on a website. As a key tool of customer retention and relationship building, tracking email responses can also be an important calculator of the life time value. For a guide to industry agreed metrics please visit the ABCe website
Beyond direct response, branding metrics can be measured using pop-up questionnaires used to survey brand awareness, brand perception, propensity to buy..etc
Online campaigns can be measured down to the last detail and in real-time, making it quick and clear to see which elements are proving most effective and adjust those areas that are fairing less well.
Online is the most accountable medium
Calculating the number of people who have clicked-through to a microsite or dedicated landing page used to be the primary indicator of an online campaign’s success. Now there’s a myriad of metrics to choose from that can provide a more granular understanding to a campaign’s success. Internet measurement offers marketers a wealth of data, that can appear overwhelming, but by selecting a few key metrics linked to the campaign objectives, ROI can be quickly and easily monitored.
Key online metrics
- Ad impression: used to measure views of an advert- the ‘opportunity to see’. Online advertising is largely bought on a cost per thousand impressions basis (CPM).
- Click-through rate: how many people are actively responding to adverts measured against how many views (impressions) it has received.
- CPA: cost per acquisition or action: usually based on a conversion after a click ie: a sale made or interest registered on a website.
There are further metrics specific to certain online marketing tools. Email Marketing, for example, can be tracked right from the moment it is sent to the subsequent action of the recipient. The marketer can measure open rate of the email, click through rate from the email to a dedicated webpage and conversions once they have landed on a website. As a key tool of customer retention and relationship building, tracking email responses can also be an important calculator of the life time value. For a guide to industry agreed metrics please visit the ABCe website
Measuring brand effectiveness
Beyond direct response, branding metrics can be measured using pop-up questionnaires used to survey brand awareness, brand perception, propensity to buy..etc
Downloads Available
- Measuring brand effectiveness (450k)
Download an introduction about how branding campaigns can be measured online.
