Respondents also stated a need for those campaign metrics to align with core branding KPIs. Measurements of ad units are also important factors 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 units of advertising are not being measured accurately , while non - standard ad units , which have " low intrusiveness and high impact " are measured " inconsistently " .
Measurements of ad units are also important factors 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 units of advertising are not being measured accurately , while non - standard ad units , which have " low intrusiveness and high impact " are measured " inconsistently " .