Engagements Predict the Future
By Dr. Erik Nylen, Data Scientist
Engaging advertisements make great experiences for users. They can also predict what you will do in the future.
Parsec ran a mobile ad campaign for a brand using multiple interactive creatives — different videos that the user can choose to play, all under the same branding and format. We measured when users tapped on screens to play videos, or swiped on ads to reveal more content. Through tracking technology, we were able to identify these anonymized users when they appear on other web pages within the same domain that they viewed the original ad. When delivering new creative from the same campaign to users who saw the first creative, we found that users who engage with the first ad spend 10% more time with a follow up ad than users who don’t engage with the original ad.
There are a number of implications for these findings. In a digital marketing campaign that drives consumers down the marketing funnel, the ability to forecast consumer behavior informs us which creative to deliver. Predicting time spent is critical to attention-based audience building.
3 Key Takeaways:
- Users who engage with an ad spend more time with a new follow-up ad of the same brand.
- Engagements predict which mobile users will actually spend more time with your ads in the future.
- Marketers can engineer their consumer funnels to optimize attention-based audience building.
