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:

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

Characteristic	Definition	Are they being measured now?
Familiarization with the advertising campaign	The degree of recognition of advertising / advertising campaign by potential users	Yes, through polls
Brand Message Messages Search Results	Parameters that help the user remember the main ideas of the advertising campaign	Yes, through polls
Attribute Search Results	The degree to which users remember brand features in advertising	Yes, through polls
Changes in message / feature associations	Differences before and after measurement, to what extent the user can recall and compare these advertising messages or brand characteristics	Yes, through polls
Brand Awareness Change	The difference "before and after" in the assessment of brand awareness by a potential user	Yes, through polls
Change in purchase intent	The difference "before and after" in planning and willingness to purchase a product in the future	Yes, through polls
Change in brand desire	The difference "before and after"; inclusion of the brand in the list of desired purchases of the user	Yes, through polls

Emotional

Indicator	Definition	Are they being measured now?
Brand Perception Change	The difference "before and after" in changing the opinions and emotions of a potential user in relation to the brand	Yes, through polls
Change in brand motivation	The difference "before and after" in determining the core brand value that attracts the user	Yes, through polls
Brand Loyalty Change	The difference "before and after" in measuring user loyalty	Yes, through polls
Physiological reaction	The degree to which advertising affects changes in breathing, blood circulation, or other unconscious physical reactions that relate to emotions	Yes, through biometric research

Behavioral

Indicator	Definition	Are they being measured now?
Watch time	Duration of the period of viewing ads by user	Yes, oculography
View Level	Percentage of users who intentionally watched ads, among the audience who watched the video	Yes, oculography
Total number of interactions	The 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 seconds	Yes, web analytics
Interaction time	Average duration of user interaction with advertising	Yes, web analytics
Clicks	Number of users who opened ads	Yes, web analytics
Clickability	Number of clicks on an ad divided by the number of ad views	Yes, web analytics
Clicks	Number of users who opened mobile ads	Yes, web analytics
Swipe	Number of users who missed ads	Yes, web analytics
Total number of video views, pauses, video stops and end times	The number of video views by the user and the characteristic of the process	Yes, web analytics
The level of video views to the end	Percentage of video views to total views	Yes, web analytics
Looking for more information	The number of users who visited the brand’s site after viewing ads	Yes, web analytics
Direct chat offline	The number of users who talked about the brand after watching ads	Public observation
Attention to the brand: reading brand publications / watching brand video	The number of users who read / saw brand publication / commercial brand advertising / brand video on the media website	Social Analysis Method
“Liked” brand post / video	The number of users who “liked” the publication of the brand or video	Social Analysis Method
Subscribed to a brand	Number of users who subscribed to brand updates	Social Analysis Method
Shared brand publication / video	The number of readers who shared the brand’s publication / video with other users	Social Analysis Method
Recommended Brand	Number of friends who also recommended the brand	Social Analysis Method