Measurements of ad effectiveness are missing important metrics such as brand lift, engagement and brand recall as they focus on viewability, according to a study by Sublime Skinz and Theorem. The study, which was published in the Journal of Marketing Research, found that brands with higher levels of perceived quality were more likely to be seen by users who had high trust for brands.
Measurements of ad effectiveness are missing important metrics such as brand lift, engagement and brand recall as they focus on viewability, according to a study by Sublime Skinz and Theorem. Of those surveyed, 75% said the most effective types of advertising are not being measured accurately, while non-standard ad units, which have "low intrusiveness and high impact" are measured "inconsistently".