Behavioral factors and a comprehensive assessment of the effectiveness of the interaction of advertising with Central Asia (part 2: assessment criteria)

In this article we will continue the description of the approach to determining the level of advertising effectiveness in the context of the three main forms of interaction:

- cognitive, related to changes in attention, interest and intention;
- emotional, which shows how advertising campaigns cause certain feelings for users regarding the brand;
- behavioral, or user-initiated interaction.

We believe that the evaluation of these interaction parameters will help the advertiser to reduce the gap between the statistical evaluation of the audience and the real effectiveness of advertising.

The Iab team of specialists conducted a large-scale analysis of all the parameters that are currently used to assess the level of effectiveness of digital advertising. Parameters ranged from tactical to analytical factors (time spent, number of interactions, number of video views, etc.). As a result, a scheme emerged that visually demonstrates the connection between the three main components of the interaction:
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Key Interaction Criteria

In the table below, we take a closer look at the main indicators of interaction: cognitive, emotional, and characterizing behavior.

Cognitive

Characteristic	Definition	Are they measured now?
Introduction to the advertising campaign	The degree of recognition of advertising / advertising campaign by potential users	Yes, by polls
Search results "messages" brand	Parameters that help the user to remember the main ideas of the advertising campaign	Yes, by polls
Attribute Search Results	The degree to which users remember the features of the brand in advertising	Yes, by polls
Changes in associations related to messages / characteristics	The differences before and after measurement, the extent to which the user can recall and compare these advertising messages or brand characteristics	Yes, by polls
Change brand awareness	The difference before and after in assessing brand awareness by a potential user	Yes, by polls
Change in customer intent	The difference "before and after" in the planning and readiness to purchase a product in the future	Yes, by polls
Changing the level of desire to own a brand	The difference before and after; inclusion of the brand in the list of desired user purchases	Yes, by polls

Emotional

Indicator	Definition	Are they measured now?
Changes in brand perception	The difference "before and after" in changing the views and emotions of a potential user in relation to the brand	Yes, by polls
Changing brand motivation	The difference "before and after" in determining the core value of the brand, which attracts the user	Yes, by polls
Brand loyalty change	The difference before and after in measuring user loyalty	Yes, by polls
Physiological response	The extent to which advertising affects changes in breathing, blood circulation, or other unconscious physical reactions that relate to emotions.	Yes, through biometric research

Behavioral

Indicator	Definition	Are they measured now?
Viewing time	The duration of the period for viewing ads	Yes, oculography
View Level	Percentage of users who intentionally watched ads among the audience who watched the video	Yes, oculography
Total number of interactions	The total number of user interactions with advertising (clicks, standby, clicking, swiping, video views, number of shares)	Yes, web analytics
Interaction level	A percentage indicating the overall level of possible interactions. Percentage of users who deliberately open a link and view ads for at least 0.5 seconds	Yes, web analytics
Interaction time	The average duration of user interaction with advertising	Yes, web analytics
Clicks	Number of users who opened ads	Yes, web analytics
Clickability	Number of ad clicks divided by ad views	Yes, web analytics
Presses	Number of users who opened mobile ads	Yes, web analytics
Brushing	Number of users who missed ads	Yes, web analytics
Total number of video views, pauses, video stops, and video completion	Number of video views by the user and process characteristics	Yes, web analytics
View video level to end	Percentage of video views to the end to the total number of views	Yes, web analytics
We were looking for more information.	Number of users who visited the brand site after viewing ads	Yes, web analytics
Direct communication offline	The number of users who talked about the brand after viewing ads	Public observation
Brand Attention: Reading Brand Publications / Viewing Brand Video	Number of users who have read / seen the publication of a brand / commercial advertising of a brand / video of a brand on a mass media site	Social Analysis Method
“Like” post brand / video	Number of users who “liked” the publication of a brand or video	Social Analysis Method
Subscribed to the brand	Number of users who subscribed to brand updates	Social Analysis Method
Share the publication / video of the brand	# Of readers who shared the publication / video of the brand with other users	Social Analysis Method
Recommended brand	Share number, which also recommended the brand	Social Analysis Method