As an Advertiser! Do we know, How much do we spend on the creative, On the Marketing, advertising the product, and How to measure the ROI ?
We do know this, but all of them are in fragments. What we don’t know is the ROI on a Single Ad or a campaign.
Ad Identification
Why do we need this data? We need this to optimize the online spending or in broader terms ‘Spending on Advertisements’. We need this to flip on/off each and every creative, which is performing and one which are non performing. For an particular Ad, we need to know, how it is performing, globally, locally or on different medium. What we don’t need to know or is of not much importance is the performance ‘of’ different agencies, different publishers, different networks. But the performance of AD ‘on’ these entities (Understand the difference in “of” and “on”). What do we get? We get Performance of different-different networks. and then again we need to re-compile all the data to bring out a consolidated report.
I suggest (Sincerely not my Idea, But the concept is around a few years as of now) a different approach all together to get the correct ROI of the Advertiser. Where every ad has a unique identification, known as AD-ID (It is popular with offline advertising, Look for Ad-ID on Ad-id.org. Also there is a need of web-services, which collect all the relevant data regarding the Ad (based on Ad-Id). Such as, Impression on different categories, Geographies, Click through and Conversion ratios. So at any time a advertiser know, by clicking on Ad-id, how much he has spent on creating it, Marketing it and also the performance of the Ad, the clicks, conversion made on the Ad. These metrics if brought together can bring out a much more focused and relevant optimization.
AD-ID, works in three phases,
Phase-1) You create an Unique id, which is unique for all your campaigns. (Assuming you have same ad in a campaign)
Phase-2) Inject your Ad-id into all your plans, and creative. Make sure all your Advertiser Agency are collecting data, based on Ad-Id
Phase-3) Collect all your data, based on Ad-Id, this can be done through Web services.
Now You are ready with your reports, to analyze.
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