‘We need to stop relying on flawed metrics and build knowledge bridges to understand advertising effectiveness’, Steve Doyle, CCO, Inskin Media
In his article for Campaign Magazine, Steve Doyle explains why CTR is not an effective measurement for online brand campaigns and why viewability is an entry point to the brand-consumer interaction, not in itself an indicator of campaign effectiveness or consumer engagement.
Steve will be presenting the results of Inskin’s latest research at dmexco, with a panel of experts from Research Now and Sticky, discussing the following:
- Is intensity of visual engagement with an ad a function of ad format and whether it correlates positively with memory building
- Is creative execution an important indicator for the relationship between viewability and visual engagement
Steve is responsible for Inskin’s global revenue, and agency/ advertiser adoption of Inskin’s ad formats. He is on the board of the IAA UK Chapter, has chaired the IAB Video Council since 2012, and was named Commercial Director of the Year at the IPA Media Owner awards 2013. Steve joined Inskin Media in 2009 from Virgin Media/IDS where he spent 4 years as Sales Controller.
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