Key Performance Indicators
Key Performance Indicators (KPIs) for the Summer 2014 Interactive Campaign are determined industry benchmarks and experience with previous campaigns and measured using technology from Mering Carson’s global ad server.
As technology and user behavior continues to evolve, benchmarks are constantly being redefined to more accurately reflect usage patterns and are subject to change over time as further campaign history is established.
The following KPIs guide digital display campaigns
- Dwell Rate: Defined as the ratio of impressions with dwell over total impressions. A higher dwell rate translates to more impressions where a user has actively engaged with an ad and infers interest in the ad’s content.
- Dwell time: Measured in seconds, the average time a user actively engages with the ad. A higher dwell time indicates that user has spent more time engaging with and consuming the ad content.
Target: 40.9 seconds
- Click-through Rate: Reflects the percentage of clicks that resulted from served impressions. Rich media ads, as featured in this upcoming campaign, carry more than double the 0.07% benchmark set for standard flash ads similar to those used in the Winter 2013/2014 campaign. However, for campaigns emphasizing in-banner engagement, click-through rate is considered a secondary metric and will largely be used to address “tie breaker” scenarios during optimizations.
- Visits: Measured by Google Analytics, visits are the basic measure of traffic to the site. The visits goal is calculated on an average of 60% of clicks resulting in a visit. Many factors can contribute to a fewer number of visits than clicks, including multiple clicks, accidental clicks, and the user’s browser privacy settings. Again, campaigns emphasizing in-banner engagement largely consider visits a secondary metric.
Note: Dwell is defined as active engagement within an ad, including positioning the mouse over the ad, user-initiation of video, user-initiation of an expansion, or any other user interaction lasting over one second. Interactions lasting less than one second (such as accidental interactions) are excluded from the below dwell metrics.
- Click-through Rate: Reflects the percentage of clicks that resulted from served impressions. Search campaigns typically yield a higher click-through rate than display and vary widely based on search campaign setup and objectives. We typically witness a 0.35% to 0.50% click-through rate for similar search campaigns and aim to capitalize on the strength of the Winter 2013/2014 campaign that ended with a 1.31% click-through rate — more than double the 0.50% goal.
- Cost Per Click: The average cost per click, impacted by competition, quality score and other factors. Without historical data on the promotion of Mammoth Summer activities with paid search, other similar campaigns have been referenced to establish the target.
Below is an example of what a web user sees when our display ads are delivered:
To support the summer 2014 “No Small Adventure Campaign, we have included the creative on our owned channels, including our homepage, our Facebook cover photo, Twitter cover photo, and YouTube cover photo. We are also using an email signature banner, which we encourage you to use too. Download it HERE.
Download your free email signature banner