Online Brand Optimization: Metrics that Matter and How to Use Them to Effectively Change Outcomes

Lotame's whitepaper presents the first ever study of brand equity measures (including brand awareness, favorability, ad recall, and purchase intent, and viewership intent) and their mathematical relationships to clicks, interaction rates, and time spent. While many advertisers insist on optimizing performance to improve campaign click-through rates, it is worth investigating whether or not doing so will have an impact, positively or negatively, on other brand metrics that matter. Using 101 campaigns, 650MM impressions, and 82K brand study survey respondents, Lotame answers the following two questions: 1) What online metrics share positive relationships? 2) If metrics do not share positive relationships, how should we rethink campaign success metrics as they relate to campaign goals and audience targets? The results may surprise you. For example, optimizing a campaign to improve CTR is likely to have a negative impact on Ad Recall and Intent to View, and no impact on Purchase Intent and Awareness. Part 1 of the whitepaper reveals these cross-metric relationships; part 2 showcases how Lotame puts real-time brand optimization to work to effectively change campaign outcomes. We hope you enjoy it.