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The Importance Of Measuring Creative Performance 

Content and personalisation are two of the biggest factors influencing campaign performance, with recent research from Google Media Lab1 showing that creative quality, relevancy and personalisation are responsible for 70% of campaign success, with other factors including format, publisher and media targeting making up rest.

Cablato’s content personalisation and ad serving technology has made it easier for advertisers to create and run high-impact, personalised campaigns and reap performance increases from digital advertising investments by up to 10 times2, measured through engagement and post view/click actions.

However, for creative and personalisation to be effective, the advertisement has to be seen by its target audience. This this takes us on to one of the biggest issues facing digital advertising today: viewability.

According to recent research by Meetrics and eMarketer, average viewability rates across display, video and mobile are around 50%3, meaning that on average, half of all media bought by advertisers is never seen. 

The good news is that viewability measurement can now be incorporated into the platform. This means you can now get an independent report on viewability, analyse how both viewable and non-viewable ads affected campaign performance, and what content had the biggest impact. We also encourage our advertisers to drop our measurement pixel on their sites, enabling us to independently report on viewability, analyse how both viewable and non-viewable ads affected campaign performance, and what content had the biggest impact.

The trends are very clear. Viewable ads4 improve performance by an average of six times5, whilst the inclusion of personalised and high-impact interactive content boosts performance again, by up to an additional four times6. It is only by including viewability and tracking performance at a content level that we can start to understand why and how people engaged with a brand’s digital ads, instead of simply focusing on how many people have seen it. 

Despite brands investing in both personalisation and high-impact creative, in most cases creative performance isn’t being split out or measured as a separate KPI. And whilst brands using high-impact creative and personalisation would expect to see a lift in Click Through Rate (CTR) and a reduction in Cost Per Action (CPA), without precise creative metrics in play, it’s difficult for marketers to decipher exactly where any new performance originated from. 

This becomes even more complex when agencies use combined performance metrics to demonstrate effectiveness and uplift. Whilst many combined performance metric strategies make sense from a media perspective, they rarely factor in what impact the creative had, or whether a brand’s investment into personalisation has paid off. Until brands adopt Multi Touch Attribution (MTA) and Marketing Mix Modelling (MMM) models for measuring success, media performance reports are unlikely to be provide the level of insight brands require to make informed decisions about the creative and ad serving strategies.

Using multi-touch attribution models enables advertisers to measure and attribute value to each customer touch point leading to a conversion, and where possible, what content was shown at each point. This provides valuable insight into which marketing channel(s), campaign(s) and content should be credited to a conversion, with the ultimate intention of allocating future spend and serving the best performing content. 

Having a holistic view of what elements of an overall campaign worked, and to what degree, is not only valuable, but critical in informing future campaigns. Encouragingly, a recent poll by the IAB and the Winterberry Group7 found almost 60% of marketing and media practitioners expect to engage cross-channel measurement and attribution this year. Brands that do this will lead the way in campaign planning, able to gain clear insights into which campaigns, and which content within those campaigns, drove performance and delivered ROI. 

Moving forward, effective performance measurement needs to be considered as part of the bigger picture – ultimately if the creative is poor, or targeted ineffectively, then no amount of people seeing the ad will help the marketers achieve their objectives.

Sources: 

1. From Manual Buying to Programmatic: First-Hand Learnings from the Google Media Lab https://www.thinkwithgoogle.com/intl/en-gb/marketing-resources/data-measurement/from-manual-ios-to-programmatic-buying-best-practices/ 2. Cablato campaign results for global advertiser serving over 400,000 impressions a month 3. Meetrics Viewability Benchmarks, July 2017, defined as the percentage of impressions where at least 50% of an ad was actively in view for at least 1 continuous second 4. IAB defines a viewable ad as an ad that has been actively in view for at least 1 continuous second. 5. Cablato, average viewability scores and performance analysis 6. Cablato. A/B testing personalised vs. non-personalised creatives. 7. eMarketer, Marketers Renew Interest in Cross-Channel Attribution, April 2017

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27.08.2019
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Copyright © 2019 Cablato. All rights reserved. Privacy policy. Cookies policy.

Cookies Statement

This cookie statement explains:

  • what exactly cookies and web beacons are
  • the cookies placed on our own website - http://video.cablato.com/
  • cookie consent and how to opt-out

What exactly are cookies and web beacons?

In order to collect the information as described in our privacy policy , we may use cookie and similar technology on our website.
A cookie is a small piece of information which is sent to your browser and stored on your computer's hard drive, mobile phone or other device.
You can set your browser to notify you when you receive a cookie. This enables you to decide if you want to accept it or not. However, some of the services and features offered through websites may not function properly if your cookies are disabled.
Cookies can be first party or third party cookies.

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The cookies placed on our site: http://video.cablato.com/

We use the following first and third party cookies on our website:

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These cookies are essential in order to enable you to move around the website and use its features. Without these cookies, services you have asked for cannot be provided. They are deleted when you close the browser. These are first party cookies.

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These cookies are used to deliver adverts more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaign. They are usually third party cookies, placed by advertising networks with the website operator's permission. They remember that you have visited a website and this information is shared with other organisations such as advertisers. Quite often targeting or advertising cookies will be linked to site functionality provided by the other organisation.

Our website also integrates with social media sites such as Twitter, Dribble, Vimeo, YouTube, LinkedIn, Facebook and Flickr, many of which use cookies to manage integration with other sites such as ours.

Please see the cookie statement of these websites for more information about the cookies that they use.

Specifically, we place the following first and third party cookies:

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Like LinkedIn, we integrate with Twitter's api so that you can easily follow our tweets. More information about Twitter's use of cookies is available here

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We integrate the Facebook API to our site to provide a button where you can quickly "like" Cablato. Facebook currently use at least ten cookies to manage integration with other sites. More information about Facebook's use of cookies is available here

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We may also use your IP address to help diagnose problems with our server, to administer our website and to improve the service we offer to you. An IP address is a numeric code that identifies your computer on a network, or in this case, the internet. Your IP address might also be used to gather broad demographic information.

The cookies we place on behalf of companies and their brands (the advertisers) on websites that sell advertising space

We have created a targeted and serving technology platform that is used by our clients and advertisers to buy and deliver online advertising, including targeted and behavioural advertising (as explained above and in our privacy policy ), mostly through real-time bidding (the Platform).

The Platforms uses cookies to facilitate targeted delivery of our clients' online advertising campaigns.

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This cookie contains a unique randomly-generated value that enables the Platform to distinguish browsers and devices. It is matched against information – such as advertising interest segments and histories of ads shown in the browser or device – provided by clients or other third parties and stored on the Platform. This information is used by clients to select advertisements for delivery by the Platform and to measure the performance of those advertisements. In addition, to enable clients to use non-PII (Personal Identifiable Information) they collect outside the Platform or acquire from other third parties, this cookie is sometimes matched to clients' or other third parties' cookies that contain such non-PII. For more information about information collected and used on the Platform, see our Privacy Policy.

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To comply with current legislation, we need to ask for your consent to set cookies on our own website: http://video.calato.com/

When you arrive on our website a pop-up message will appear informing you that we would like to place cookies on your device. If you, or another user of your computer, wish to withdraw your consent at any time, you can do so by altering your browser settings otherwise we will assume that you are happy to receive cookies from our website.

Similarly, if you would like to stop receiving behavioural advertising cookies placed by us on behalf of companies and their brands (the advertisers) on websites that sell advertising space, you can also do by altering your browser settings and by visiting www.allaboutcookies.org and http://www.youronlinechoices.com/uk/.

For mobile devices we may use persistent user profile data to target advertising (also known as behavioural, or interest-based advertising) in order to provide ads that are likely to be more interesting and more relevant to mobile device users. In addition to cookies, we sometimes use device identifiers to help us track whether you complete specific actions on an advertiser's mobile web site or application, as this is needed for analytical purposes. These cookies or identifiers use the domain name cabla.to and expire within 30 days.

If you wish to block these cookies, you will need to change the relevant settings on your mobile device. Some, but not all, mobile platforms allow you to manage settings specifically for the cabla.to domain; on others you can only control cookies at a global level. Details on how to do this vary based on your mobile device operating system and browser, but common cases can be addressed as follows:

iOS Users

iOS 6: Turn on the "Limit Ad Tracking" feature directly on your device. To do this, go to Settings -> General -> About -> Advertising from your iOS home screen.

Please note that this will disable all ad tracking on your device, not just Cablato's services.

iOS 7+: Turn on the "Limit Ad Tracking" feature directly on your device. To do this, go to Settings -> Privacy -> Advertising -> Limit Ad Tracking.

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Android Users

Android 2.3+: Opt out of interest-based ads directly on your device through Google Settings > Ads > Opt out of interest-based ads.

Please note that this will disable all ad tracking on your device, not just Cablato's services. If you wish to opt out only from Cablato's services, please copy your advertising ID (Google Settings > Ads > Your advertising ID) in the box below and click 'Opt Out'.

Please allow up to 7 days for your request to be processed and deployed within our systems.

For devices running older versions of Android: Download an app in Google Play to find your Android ID. Copy this value into the box below and click 'Opt Out'.

Please allow up to 7 days for your request to be processed and deployed within our systems.

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Windows Phone 8.1+: Opt out from interest-based advertising directly on your device. To do this open Settings > System > advertising ID and turn off the advertising ID. Please note that this will disable all ad tracking on your device, not just Cablato's services.

If you have any requests concerning your personal information or any queries with regard to these practices please contact us at privacy@cablato.com.  

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