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Advertising effectiveness metrics used for programmatic by advertisers in Europe 2016

Key advertising effectiveness metrics used to evaluate programmatic display campaigns by advertisers in Europe in 2016

The data shows the results of a survey on the key advertising effectiveness metrics used by advertisers to evaluate programmatic display campaigns in Europe in 2016. Of advertisers, 60% stated to use clicks on advertisements as a key advertising effectiveness metric.

Click on advertisement 60
Brand awareness 43
Individuals' interaction with content or ads 41
Uplift in direct site visits 40
Purchase intent 37
Advertising recall 21
Uplift in search behaviours 18
Brand familiarity 16
Synergies of multi-screening 14
Becoming a fan or follower 14
Brand affinity 10
Touch screen metrics such as pinch, swipe... 6
Likelihood to recommend 6

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