How can our Maximize Users’ Awareness feature improve CTRs?

What if we told you that it is possible to increase your reach and get more clicks without spending more money? We recently published a pending approval U.S. patent for our "Method and system to encode user visibility count". This innovation, also known as our Maximize user awareness tool, enhances advertisers' ability to generate meaningful interactions with targeted audiences. 

As end users, we've all been there; you're browsing the internet or using your favorite app, and suddenly an ad that looks like it was made just for you, pops up. It's pretty great. You click it, and it takes you to a site or service that is relevant to what you are looking for. But then, sometimes, ads are plain tiresome—they pop up when you're watching a video or reading an article, and they're just not relevant. Conscious of the ad saturation users experience, at mediasmart we studied how to improve users' advertising awareness. 

Based on the premise that awareness and interaction are deeply linked, our Analytics team studied the correlation between the number of ads served on a given device and the engagement with ensuing ads. Typically, engagement is measured through metrics like click-through rates (CTR), which represent the percentage of clicks per 1,000 ad impressions.

To represent our findings, we came up with the 'Frequency layer' concept.  This represents the range of ads a user has been exposed to before encountering the ad we're serving, and it's visualized on the X-axis of the graph below.

The graph above demonstrates a clear trend: as users are exposed to more ads, their likelihood of interacting with a new ad decreases. In other words, the more ads a user has seen, the less likely they are to click on yet another one.

But we didn’t stop there. We also examined the correlation of the media spend with the overall Frequency layer and its relation to CTR. Checking the spending versus the expected CTR, we found that increasing the spending within a certain range significantly boosts the chances of interaction. This sweet spot, highlighted in green on the following graph, is where spending is optimized, and user interaction is maximized. We call this area "High User Awareness," and it's the target zone our new feature helps you reach.

Are there other tools to maximize users' attention? Absolutely. For many years the AdTech industry has delved into Frequency capping; which restricts the number of ads that a device is served in a given time frame or after a particular action - and Dynamic Creative optimization - which generates a personalized ad for a given user depending on different targeting factors, like location, time or weather conditions.

While mediasmart supports both Frequency capping and Dynamic creative optimization, we want you to be able to go a step further. Discover a new way to reinforce your brand message and maximize your advertising budget by showing ads to users who are more likely to interact. This patent pending tool identifies high-awareness users—those who have seen fewer ads—and targets them to increase click-through rates (CTR) and maximize ROI. 

So how does this benefit you? By targeting users who have seen fewer ads, you’re more likely to get clicks, which means more engagement at a lower cost. And that means getting more interactions, which means cheaper interactions! In essence, this is about optimizing your budget by reducing wasted impressions and increasing the effectiveness of your ad spend. 

By detecting the number of times a device has requested an ad, the tool determines if there is a high-awareness user and, therefore, focuses on showing the ad to those users who have seen fewer ads, improving click-through rates (CTR) and maximizing the ROI. No more wasted impressions—just meaningful engagement. Ready to try it out? 

Original Post: November 2022
Last Updated: August 2024