Banner Analytics
Publisher platforms such as Google Marketing Platform, Adform, Google Ads and others is the typical platforms where you choose your audience.
But take a step back and think about your production process. There are certain analytics conundrums to think about which will help you a lot before uploading to the publishers!
1. Understand KPIs
We'll start in a helicopter view. Standard value metrics for display advertisement are; Clicks, impressions, CTR, CPC, CPM. These are all indicators of your performance. Depending on your media strategy, these metrics vary in importance. Therefore, be aware of not being drawn towards certain KPIs that might not be the right to focus on.
In Zuuvi's banner analytics tool we have focused on simplicity. Clicks, impressions and CTR are what we show to our customers.
But there are several technical aspects that you might not have thought about. This leads me to my next point...
2. Technical aspects
Be honest. Do you know the average bandwidth of your display banner and how it influences your hosting costs?
No? I thought so.
Some publisher platforms have limitations to how many Kb your banner can be, to make sure you do not upload a 3 Mb banner.
That is why you need a digital banner analytics tool, like Zuuvi. The larger the file size of your banner the more expensive your hosting.
A rule of thumb is no more than 350 kb (!). But a Creative Management Platform will give you these metrics so you avoid unfortunate surprises in hosting costs.
At Zuuvi, we have the market's best hosting prices. Reach out to us to hear more about how we can help you.
3. Structure might be boring - but an important for performance analytics
When tagging and giving your banners, you might not put too much thought into it. Here is why you should!
Think about 2-3 years from now. You run a few campaigns during the year but also have an on-going 'Always On' track a alongside with different messaging.
That might sum up to more than 1.000 different digital ads (!)
Tagging and naming your banners correctly can get you a long way to get a simple structure when you want to gain insights from your banner analytics.
4. A/B Tests
One way to gain campaign analytics on your creative production is to setup A/B tests (or Split tests). These help you to tets; messaging, colours, images, video vs. images and much more - only your creativity sets the boundaries!
But remember Step 3. If you do not have a structure, the A/B test becomes inconclusive and you can't start your analysis.
..hint, hint; read my next point :)
5. Analysis - build hypotheses
Campaign Analytics are just numbers until you structure, categorize and look to patterns.
The keyword is: "TEST".
Test, test, test and gain valuable insights from your banner analytics to confirm or reject your hypotheses and use the information to become wiser about your target audience.
