By Christine Göös, Head of Content at Smartly.io
Note: This post was originally published on the Smartly.io blog
In our last blog post, we introduced a new metric we launched together with BrandBastion, the PIM, which branding advertisers will now have access to through the Smartly.io platform. The PIM can be used to measure performance of ongoing branding campaigns in real-time, taking into account a variety of user signals, and is closely correlated to the “brand favorability” metric in brand lift studies.
In this blog post, we explore how this metric can be used not only to measure performance of campaigns, but also optimize them in real time. This optimization channels budget towards ad variations that audiences are responding well to, and decreases budget for ads that audiences favor less. This could result in more effective spending of millions of dollars of branding investment.
Currently, our AI-driven ad optimization platform is built for predictive budget allocation and customizable optimization rules and triggers. This new collaboration with BrandBastion adds on another layer of optimization based on how ads are performing in terms of brand favorability.
Each individual ad post is assigned a PIM (Positive Interaction Metric) score, which takes into account all audience interactions on an ad, from reactions to user tags and comments. (To learn more about how the PIM is weighted, see our previous post in this series.) Budget for the campaign can automatically be allocated towards ads with higher PIM scores (above a certain threshold, depending on industry and use case).
Through this automation, budget can be channeled towards ads that will most likely lead to higher increase in favorability. This is evidenced by correlation between the PIM and the “brand favorability” metric from brand lift study results (see our previous post for more details on this case study). This “brand favorability” KPI and definition reflect one of the core measurable dimensions of the PIM, which is: “How well is the content being received?”
With this automation in place, advertisers can maximize the results of their ad campaigns, knowing with greater certainty that any awareness and engagement received on their campaigns is positive awareness and positive engagement.
In addition to maximizing results through boosting the right ad creatives, this automation also automatically decreases budget for ads that are less favored by audiences. If the PIM score on an ad variation drops too low, past a certain threshold, then not only does the budget get decreased but the ad gets paused automatically.
This allows advertisers to go in and check the comments and reactions on the ad to understand what is causing the dip in favorability, and to address any potential issues while the campaign is still running.
By tracking PIM while campaigns are live, advertisers can optimize their campaigns in real-time, and additionally determine based on ongoing user reactions, if the target audience is more likely to favor the content or not. The benefits of doing this include: