We believe what truly matters
is not what brands say, but what people hear.
At Etarget, we transform digital advertising to
make brand messages truly heard.
Since 2002, we've been empowering brands to understand and significantly increase the impact of their display advertising.
Discover more about Etarget, our insights and services by connecting with us on Linkedin and Facebook.
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๐—œ๐˜€ ๐—–๐—ง๐—ฅ ๐˜€๐˜๐—ถ๐—น๐—น ๐˜„๐—ผ๐—ฟ๐˜๐—ต ๐—ฝ๐˜‚๐—ฟ๐˜€๐˜‚๐—ถ๐—ป๐—ด?Our survey data shows a clear difference between ad recall \(user-side metric\) and click-through \(media-side metric\). ๐Ÿ”ธ 81% more respondents remembered at least one display ad from the previous day than clicked on one. ๐Ÿ”ธ The era of CTR as the sole indicator of branding advertising effectiveness has come to an end.In todayโ€™s digital landscape, users have numerous reasons to avoid clicking on adsโ€”concerns about privacy invasions, such as tracking or spamming, or simply not wanting to be taken away from their current online activities.๐Ÿ”ธ At Etarget ๐˜ธ๐˜ฆ ๐˜จ๐˜ฆ๐˜ฏ๐˜ฆ๐˜ณ๐˜ข๐˜ต๐˜ฆ ๐˜ถ๐˜ด๐˜ฆ๐˜ณ๐˜ดโ€™ ๐˜ช๐˜ฏ๐˜ต๐˜ฆ๐˜ณ๐˜ฆ๐˜ด๐˜ต ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ท๐˜ช๐˜ฅ๐˜ฆ ๐˜ท๐˜ข๐˜ญ๐˜ถ๐˜ฆ ๐˜ฅ๐˜ช๐˜ณ๐˜ฆ๐˜ค๐˜ต๐˜ญ๐˜บ ๐˜ธ๐˜ช๐˜ต๐˜ฉ๐˜ช๐˜ฏ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ข๐˜ฅ ๐˜ด๐˜ฑ๐˜ข๐˜ค๐˜ฆ. ๐Ÿ”ธ This results in brand engagement occurring and on a significantly larger scale than what clicks alone can deliver. Etarget provides brands with additional options to engage customers in awareness and consideration stages of customer journeys.
๐—”๐—ป๐˜๐—ถ๐—ฑ๐—ผ๐˜๐—ฒ ๐˜๐—ผ ๐˜€๐˜๐—ฎ๐—น๐—น๐—ฒ๐—ฑ ๐—ถ๐—ป๐—ป๐—ผ๐˜ƒ๐—ฎ๐˜๐—ถ๐—ผ๐—ป ๐—ถ๐—ป ๐—ผ๐—ป๐—น๐—ถ๐—ป๐—ฒ ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด๐˜๐˜ด ๐˜ฅ๐˜ช๐˜ด๐˜ฑ๐˜ญ๐˜ข๐˜บ ๐˜ข๐˜ฅ๐˜ท๐˜ฆ๐˜ณ๐˜ต๐˜ช๐˜ด๐˜ช๐˜ฏ๐˜จ ๐˜ฃ๐˜ฆ๐˜ค๐˜ฐ๐˜ฎ๐˜ช๐˜ฏ๐˜จ ๐˜ฐ๐˜ฃ๐˜ด๐˜ฐ๐˜ญ๐˜ฆ๐˜ต๐˜ฆ?As the digital media landscape evolves, display advertising often appears as a mature segment, now primarily subjected to procurement-driven cost pressures.Yet, this form of advertising remains vital for customer engagement, warrantying a closer look at innovations beyond mere improvements of current standards.Etarget supports companies in ๐˜ฃ๐˜ณ๐˜ฆ๐˜ข๐˜ฌ๐˜ช๐˜ฏ๐˜จ ๐˜ข๐˜ธ๐˜ข๐˜บ ๐˜ง๐˜ณ๐˜ฐ๐˜ฎ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ค๐˜ถ๐˜ณ๐˜ณ๐˜ฆ๐˜ฏ๐˜ต ๐˜ด๐˜ต๐˜ข๐˜ต๐˜ถ๐˜ด ๐˜ฒ๐˜ถ๐˜ฐ through the use of:-ย ย ย ย ย ย ย Data- and AI-driven innovation approaches-ย ย ย ย ย ย ย Ad format adaptation-ย ย ย ย ย ย ย Traffic optimization strategies-ย ย ย ย ย ย ย Funnel transformation techniques
๐–๐ก๐š๐ญ ๐ฎ๐ง๐Ÿ๐จ๐ฅ๐๐ฌ ๐›๐ž๐ญ๐ฐ๐ž๐ž๐ง ๐š๐ง ๐š๐ ๐ข๐ฆ๐ฉ๐ซ๐ž๐ฌ๐ฌ๐ข๐จ๐ง ๐š๐ง๐ ๐š ๐œ๐ฅ๐ข๐œ๐ค?๐ต๐‘ฆ ๐‘–๐‘›๐‘‘๐‘ข๐‘ ๐‘ก๐‘Ÿ๐‘ฆ ๐‘š๐‘’๐‘Ž๐‘ ๐‘ข๐‘Ÿ๐‘’๐‘š๐‘’๐‘›๐‘ก ๐‘ ๐‘ก๐‘Ž๐‘›๐‘‘๐‘Ž๐‘Ÿ๐‘‘๐‘ , ๐‘คโ„Ž๐‘Ž๐‘ก โ„Ž๐‘Ž๐‘๐‘๐‘’๐‘›๐‘  ๐‘๐‘’๐‘“๐‘œ๐‘Ÿ๐‘’ ๐‘Ž ๐‘๐‘™๐‘–๐‘๐‘˜ ๐‘–๐‘  ๐‘Ž ๐‘š๐‘ฆ๐‘ ๐‘ก๐‘’๐‘Ÿ๐‘ฆ. In online display advertising, accepted effectiveness measures lock brands into one of two scenarios:๐Ÿ…ฐย Hoping that over time, viewability can deliver sufficient brand awareness and recognition๐Ÿ…ฑ Hoping to engage users on owned channels post-click๐™๐™๐™ž๐™จ ๐™™๐™ค๐™š๐™จ๐™ฃโ€™๐™ฉ ๐™๐™–๐™ซ๐™š ๐™ฉ๐™ค ๐™—๐™š ๐™ฉ๐™๐™š ๐™˜๐™–๐™จ๐™š!At Etarget we developed solutions that provide brands with ๐‘Ž๐‘‘๐‘‘๐‘–๐‘ก๐‘–๐‘œ๐‘›๐‘Ž๐‘™ ๐‘Ÿ๐‘Ž๐‘›๐‘”๐‘’ ๐‘œ๐‘“ ๐‘‘๐‘–๐‘ ๐‘๐‘™๐‘Ž๐‘ฆ ๐‘Ž๐‘‘๐‘ฃ๐‘’๐‘Ÿ๐‘ก๐‘–๐‘ ๐‘–๐‘›๐‘” ๐‘œ๐‘๐‘ก๐‘–๐‘œ๐‘›๐‘ , ๐‘ค๐‘–๐‘กโ„Ž ๐‘’๐‘ฆ๐‘’-๐‘œ๐‘๐‘’๐‘›๐‘–๐‘›๐‘”, ๐‘š๐‘’๐‘Ž๐‘ ๐‘ข๐‘Ÿ๐‘Ž๐‘๐‘™๐‘’ ๐‘๐‘Ÿ๐‘Ž๐‘›๐‘‘ ๐‘๐‘’๐‘›๐‘’๐‘“๐‘–๐‘ก๐‘ .
How to Optimize for Attention in Online Display Campaigns โ€“ This is How We Do ItThis is how we define the critical steps in our process to help media agencies and marketers upgrade the effectiveness of their campaigns.3 Steps to โ€œAttentionโ€ Optimization๐Ÿ“Š Attention performance measurement - We utilize our own @[ETARGET](urn:li:organization:80950335) attention metrics solution and @[Lumen Research Ltd](urn:li:organization:3339665) measurement data. As attention metrics are not standardized across the industry, double metrics validation provides us and our clients with confidence to take action in campaign optimization. Based on the results, we set baseline benchmarks for optimization of display campaign to maximize attention rate and attention time and evaluate optimization outcomes. ๐Ÿน Targeting optimization - Primarily related to placement, we combine @[ETARGET](urn:li:organization:80950335) publisher data with measurement data from @[Adelaide](urn:li:organization:35687443), which helps maximize impact that purchased publisher-side inventory can have on user attention. ๐Ÿ“ˆ Ad format optimization โ€“ Weโ€™ve been measuring user behavior patterns across hundreds of campaigns over the past three years. Converting our learnings into @[ETARGET](urn:li:organization:80950335) ad format performance benchmarks allows us to upgrade ad formats for maximum campaign performance on both mobile and desktop devices.Please feel free to share the process steps you use!If youโ€™d like more free and practical advice on setting up your campaign for attention optimization, get in touch!
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