Repeated action

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Quantitative data here may be:

platform;

the place where online advertising is placed;

advertising medium;

placement of the advertising message northeast mobile phone numbers database on the page;

message concept;

type of accommodation;

placement period.

The first part of the comparative table can be presented as follows:

Internet Advertising Effectiveness

The Platform column lists the advertising resources involved in the marketing communications campaign. When analyzing the results, it is important to understand the specifics of each of the platforms involved: thematic focus, characteristics of the target audience, level of customer trust in it, etc.

The Advertising medium column refers to its type (banner, text block), and also indicates the size. The effectiveness of different types of advertising media has been the subject of many studies. Of course, the format of delivery directly affects the effectiveness of online advertising.

The main page, sections or subsections of the site can be chosen as a place for placing online advertising. Each of them has its own individual characteristics. The effectiveness of online advertising also depends on where the message is located. It is known that users notice a message faster at the top of the page than at the bottom.

Accommodation type. There are several main types:

Dynamics (dynamic placement). Online advertising from different advertisers is placed in one place in turn. This method is usually preferred when buying a set number of clicks or demonstrations.

Static (static placement). In one place, for a certain period, Internet advertising from only one advertiser is displayed. This type of placement is used when purchasing advertising space for a specific period.

Contextual display. The advertising message is shown only if the user makes a search query using certain keywords. As a rule, such placement is used in search engines and website directories.

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In the latter case, they usually buy the number of online advertising impressions. Let's say an advertiser can buy several thousand contextual impressions in Google for the keyword "leather bag". That is, users will see the advertising message if they previously typed "leather bag" in the search.

The placement period is the time during which the online advertisement is placed on the site. When comparing KPIs, you should take into account the placement period and how the final result could depend on it: time of year, holidays, certain events, etc.

Message concept. Concepts can be distinguished by different criteria. Thus, some portion of advertising messages can be directed at corporate clients, another portion at private clients. As a result, it will turn out that the advertising campaign will use advertising messages of two different concepts.

When using different advertising media, locations, types of placement and concepts of marketing communications on the same resource on the Internet, when assessing the effectiveness of a given site, one can analyze either the total data for it or the indicators for each combination separately.

However, when comparing the effectiveness of different platforms, advertisers are better off using general data for each of them, and analyzing the effectiveness of different types of advertising placements from separate reports.

Where to get data for analyzing the effectiveness of online advertising
Data on the performance indicators of online advertising is collected by counters installed on websites or server logs that record visitor data. Many resources (Google Analytics, Yandex.Metrica, etc.) provide the ability to automatically analyze the number of demonstrations, clicks, visitor data (IP address, registration forms, etc.).

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