A range of technologies exist today that help us track user-initiated interactions on the net. Three fields are of particular relevance, namely web analytics, social analytics and eye tracking.
Web analytics provides us with a wide range of real time measures such as views, view time, view through rate (VTR) and a host of interaction metrics including clicks, click-through rate (CTR), taps, swipes and display view through (i.e., brand site visits that could have been influenced by the ad within look-back window).
The CTR is a quick, easy and inexpensive measure that is appropriate particularly for campaigns with call-to-action triggers.
CTRs, however, are low. In Asia Pacific markets for instance, they range from 0.3 to 1.5 clicks per thousand impressions (Exhibit 23.6).
These figures should not be viewed in isolation. Knowing that advertising works in many different ways, and that marketers’ objectives vary substantially, it is important that a host of appropriate factors be used for measuring advertising effectiveness.
Eye tracking is a useful tool to measure consumers’ attention and spontaneous responses to advertisements. The device is attached to a screen or integrated into a pair of glasses that tracks and records where people look, how they move their gaze, and measures gaze time and gaze rate. Knowing what people actually see helps advertisers optimize the design and placement of ads.
Social analytics provides information on comments as well as a number of very useful quantitative measures such as likes, follows and shares that reflect the consumer’s affinity or emotional engagement.
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