Implementation of wide-reaching online advertising campaigns: evaluating the effectiveness of advertising channels

M.A. Sheynina; I.I. Skorobogatykh

doi:10.26577/be157320261

Authors

M.A. Sheynina Federal State Autonomous Educational Institution of Higher Education ‘Moscow Polytechnic University – Moscow Polytech, Moscow, Russia
I.I. Skorobogatykh Varna University of Economics, Bulgaria, Visiting Professor at the Faculty of Management, Department of Marketing, Varna, Bulgaria

DOI:

https://doi.org/10.26577/be157320261

Abstract

This article proposes an original approach to evaluating the effectiveness of online advertising, based on a combination of various indicators: consumer attention, the view-through rate of advertising banners and messages, banner placement on a web page, the use of short videos with and without sound — in short, everything that can attract the attention of the target audience and encourage them to make a decision to purchase goods requiring particular caution (such as property), or goods that have less of an impact on consumers’ perception of their income level but reflect their cultural status (premieres of new films). A mixed-methods research methodology was employed, combining desk research into existing theoretical sources on the topic of analyzing the effectiveness of online advertising campaigns with up-to-date statistical data on the state of the online advertising market drawn from open sources. To select relevant sources of information, a combined approach was used to identify academic articles based on the keywords: online advertising campaigns and evaluation of the effectiveness of online advertising as well as case studies. The structural-logical analysis of selected texts was used as well as data from completed two online advertising campaigns. As a result, in order to analyze the effectiveness of online advertising campaigns for various products, it was proposed to use the aCPM metrics for assessing consumers’ perception of online advertising messages and evaluating users’ attention to different types of advertising messages, what can be considered as a novelty of this study.

Keywords: broad-reach media campaign, online advertising effectiveness, viewability, viewers’ attention, aCPM, ad impressions, valid impressions, AdRecall.

Author Biographies

M.A. Sheynina, Federal State Autonomous Educational Institution of Higher Education ‘Moscow Polytechnic University – Moscow Polytech, Moscow, Russia

PhD in Economics, Senior Lecturer, Department of Advertising and Public Relations in the Media Industry; Federal State Autonomous Educational Institution of Higher Education ‘Moscow Polytechnic University – Moscow Polytech, (Moscow, Russia, e-mail:maryana_sheynina@mail.ru).
I.I. Skorobogatykh, Varna University of Economics, Bulgaria, Visiting Professor at the Faculty of Management, Department of Marketing, Varna, Bulgaria

Doctor of Economics, Professor, Marbella International University Centre, Spain, Visiting Professor at the Department of Economics and Management; Varna University of Economics, Bulgaria, Visiting Professor at the Faculty of Management, Department of Marketing, (Varna, Bulgaria, e-mail: iskorobogatykh@gmail.com).