In the age of modern digital advertising, data is king. Marketers aiming to maximize return on investment from their digital advertising efforts must analyze and implement a variety of best practices, tactics, and metrics associated with each channel and strategy.
According to the IAB Full Year 2017 and Q4 2017 Internet Advertising Revenue Report, overall, digital ad revenue continues to grow: $88 billion in 2017, up 21 percent.
The Choozle Key Findings & Best Practices Whitepaper serves as guidance for individual campaign efficiency compared to marketplace averages. In addition to the metrics, this whitepaper highlights key topics and best practices to apply to digital advertising campaigns. Choozle supports marketers and agencies in their self-service and data-driven digital advertising execution.
The three primary variables—and the starting point for any digital advertising campaign—can be easily remembered by the acronym ABC: audience, creative, and budget. Budget is reflected in this whitepaper as CPM or cost-per-thousand impressions.
The performance metrics from targeting, creative, and cost (or CPM) can also provide benchmarks to optimize towards for successful campaigns. Metrics like click-through rate (CTR), overall clicks, impressions, and cost per acquisition (CPA) can be specific and subjective to individual campaigns. However, performance metrics related to targeting, creative, and CPMs can provide useful benchmarks on which marketers can effectively optimize.
While analyzing this data, it is important to remember that these metrics are all interdependent. CPMs can fluctuate depending on the targeting strategies and creative size. The creative sized used could relate to the total CPM. And, in turn, the targeting strategy used can have an impact on the CPM.
According to the IAB, all digital advertising formats (search, banner, video, and audio) have grown in revenue since 2016 and show an even stronger digital growth for mobile. Mobile banner advertising is up 35 percent to $18.4 billion, and mobile video ad revenue is up 54 percent to $6.2 billion.
Total ad revenue has doubled since 2015, indicating rapid growth in the digital advertising space. In the IAB’s 2017 Revenue Report, ongoing double-digit growth across formats and platforms in digital endures in an otherwise flat or declining media market.
Download our Key Findings & Best Practices Whitepaper to find key items to know, the latest data from the Choozle platform categorized by creative sizes & types and media & device types, and our overall summary.