Behavioral factors and a comprehensive assessment of the effectiveness of the interaction of advertising with CA (part 2: evaluation criteria)

    In this article, we will continue to describe the approach to determining the level of advertising effectiveness in the context of three main forms of interaction:

    - cognitive, related to changes in attention, interest and intention;
    - emotional, which shows how advertising campaigns cause users certain feelings about the brand;
    - Behavioral, or user-driven interaction.

    We believe that evaluating these interaction parameters will help the advertiser reduce the gap between the statistical audience rating and the real effectiveness of advertising.

    A team of specialists Iabconducted a large-scale analysis of all the parameters that are currently used to assess the level of effectiveness of digital advertising. The parameters ranged from tactical to analytical factors (time spent, number of interactions, number of video views, etc.). As a result, a scheme appeared that clearly demonstrates the connection of the three main components of the interaction:

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    Key criteria for interaction

    In the table below, we will examine in more detail the main indicators of interaction: cognitive, emotional, and characterizing behavior.

    Cognitive

    CharacteristicDefinitionAre they being measured now?
    Familiarization with the advertising campaignThe degree of recognition of advertising / advertising campaign by potential usersYes, through polls
    Brand Message Messages Search ResultsParameters that help the user remember the main ideas of the advertising campaignYes, through polls
    Attribute Search ResultsThe degree to which users remember brand features in advertisingYes, through polls
    Changes in message / feature associationsDifferences before and after measurement, to what extent the user can recall and compare these advertising messages or brand characteristicsYes, through polls
    Brand Awareness ChangeThe difference "before and after" in the assessment of brand awareness by a potential userYes, through polls
    Change in purchase intentThe difference "before and after" in planning and willingness to purchase a product in the future Yes, through polls
    Change in brand desireThe difference "before and after"; inclusion of the brand in the list of desired purchases of the userYes, through polls


    Emotional

    IndicatorDefinitionAre they being measured now?
    Brand Perception ChangeThe difference "before and after" in changing the opinions and emotions of a potential user in relation to the brandYes, through polls
    Change in brand motivationThe difference "before and after" in determining the core brand value that attracts the userYes, through polls
    Brand Loyalty ChangeThe difference "before and after" in measuring user loyaltyYes, through polls
    Physiological reactionThe degree to which advertising affects changes in breathing, blood circulation, or other unconscious physical reactions that relate to emotionsYes, through biometric research


    Behavioral

    IndicatorDefinitionAre they being measured now?
    Watch timeDuration of the period of viewing ads by userYes, oculography
    View LevelPercentage of users who intentionally watched ads, among the audience who watched the videoYes, oculography
    Total number of interactionsThe total number of user interactions with advertising (clicks, standby, clicks, swipe, video views, number of likes)Yes, web analytics
    Interaction level Percentage showing the overall level of possible interactions. Percentage of users who deliberately open a link and view ads for at least 0.5 secondsYes, web analytics
    Interaction time Average duration of user interaction with advertisingYes, web analytics
    Clicks Number of users who opened adsYes, web analytics
    ClickabilityNumber of clicks on an ad divided by the number of ad viewsYes, web analytics
    Clicks Number of users who opened mobile adsYes, web analytics
    SwipeNumber of users who missed adsYes, web analytics
    Total number of video views, pauses, video stops and end timesThe number of video views by the user and the characteristic of the processYes, web analytics
    The level of video views to the endPercentage of video views to total viewsYes, web analytics
    Looking for more informationThe number of users who visited the brand’s site after viewing adsYes, web analytics
    Direct chat offlineThe number of users who talked about the brand after watching adsPublic observation
    Attention to the brand: reading brand publications / watching brand videoThe number of users who read / saw brand publication / commercial brand advertising / brand video on the media website Social Analysis Method
    “Liked” brand post / videoThe number of users who “liked” the publication of the brand or videoSocial Analysis Method
    Subscribed to a brandNumber of users who subscribed to brand updatesSocial Analysis Method
    Shared brand publication / videoThe number of readers who shared the brand’s publication / video with other usersSocial Analysis Method
    Recommended Brand Number of friends who also recommended the brandSocial Analysis Method

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