Impressions, clicks and views have long been the benchmarks for measuring digital advertising performance. But while these metrics tell us how a campaign was delivered, how much do they really tell us about its impact on the business?
In the second episode of our three-part mini-series with Mobsta, we're joined by Mario Castrogiovanni, Business Director of Partnerships at Mobsta; Amelia Ensell, Partner at OMD; and Sami Smith, Commercial Director at On Device, to explore how the industry is evolving its approach to measurement and moving beyond traditional media metrics to understand what audiences actually do after seeing an ad.
Together, they discuss the growing importance of measuring real-world outcomes, from store visits and footfall to brand perception and purchasing behaviour, and the challenges of connecting online advertising activity with offline results.
With brands under growing pressure to demonstrate return on investment, the panel considers the balance between short-term performance and long-term brand building, the opportunities for real-time campaign optimisation, and how AI is helping advertisers make sense of increasingly complex data.
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