What is the right strategy and metric to measure a campaign’s success?
We have evolved from only having simple display ad units on basic websites to having so many different units and channels (publishers, FB, Snapchat, Spotify etc.) to choose from to reach target audiences. With all these new channels and ad products such as branded content, interactive video or rich media variations also come new KPIs such as attention, interactions, shares etc. Taking into consideration today’s consumer habits which strategy and KPIs do we think are the right ones to look at in order to know if we reached our target audience in a meaningful way?