Effective digital advertising starts and ends with the consumer’s ad experience, not the individual impression, and research shows that the vast majority of consumers could be reached more effectively. Consumer Exposure begins to map the consumer journey, showing advertisers the total brand exposure across digital touchpoints. Armed with this insight, advertisers can better understand what influences people to turn attention into action.
On a typical campaign:
This highlights major gaps in current campaign reporting: advertisers don’t know how often and how effectively they are reaching their audiences, leading to inefficient and ineffective campaigns.
Digital marketers have a tendency to either underexpose or overexpose their audiences. Consumer Exposure measurement reveals the exposure profiles of your audience, providing insight on two fundamental data points:
Exposure frequency: how often consumers are served viewable ads
Exposure time: how long these ads are in view cumulatively
Our Consumer Exposure Optimization (beta) helps you even out your exposure distribution by allowing you to target underexposed consumers, and stop targeting overexposed consumers programmatically.