Une stratégie numérique efficace grâce à un ciblage adéquat et à des mesures robustes
Les entreprises du monde entier sont passées de la phase de test de la publicité numérique à la planification et à la budgétisation de leurs dépenses numériques longtemps à l'avance. Mais beaucoup se posent encore des questions sur l'efficacité de leurs publicités numériques.
Some advertisers continue to increase their digital spend to broaden their reach and then measure success through using traditional key performance indicators (KPIs) like impressions, clicks and click-through rates (CTRs). This is problematic because advertisers base their campaign spend on metrics that publishers deliver, which presents somewhat of a conflict of interest. In the absence of awareness about alternative assessors, many advertisers believe that these publishers are able to accurately identify the profile of every user and therefore deliver a high level of precision in reaching the desired audience of their advertising campaigns.
- Only 63% of advertising campaigns in India that are targeted to men 18 years or older get served by digital publishers to the intended audience. For women between 25-44 years, the figure is just 65%.
- Les mesures auto-déclarées par les éditeurs sont insuffisantes pour mesurer précisément le succès des campagnes et garantir l'exactitude de la portée.
- Impartial, third-party reach measurement goes a long way in driving accuracy for campaigns of all sizes.
