iSOCRATES Glossary of Programmatic Terms

Ad Effectiveness

How well advertising accomplishes what the marketer intends. Companies use many different statistics or metrics to measure their advertising effectiveness. A company’s advertising effectiveness usually increases over time with repeated exposures of sequenced, relevant messages, but ad effectiveness in any one media channel typically declines over time. Certain advertising objectives can be realized using measurable techniques including: reach, frequency, brand awareness, consideration, intent, purchases, and loyalty.


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