You Oughta Know: The advertising factors that increase awareness

Discusses the factors and KPIs marketers should use to best assess the delivery and impact of their campaigns through each stage of the customer journey.
  • Marketers should measure and optimize for dwell time as that is a more accurate indicator of an ad’s ability to garner awareness and allows them to maximize ad awareness.
  • Channels that deliver greater attention levels drive higher effectiveness and efficiency, so marketers should shift spend to platforms that can translate attention into greater ad recall.
  • Ads that are 100% viewable on larger screens with sound on achieve greater attention in ad recall, so marketers should prioritize platforms and ad formats that offer audio and maximum visibility....

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