In 2021 there was much discussion about Open Source operating systems (other than Android); MobianOS, PureOS and Tizen to name a few. Hacking your mobile device, or even being offered an aftermarket OS by your service provider will mean that data collection is severely depleted compared the way we previously worked. This doesn't mean that ROAS stops being a tool in your reporting, you simply need to know how to place your creatives when you plan your campaign. Are there platforms that you can advertise on who collect data independently? Are you targetting the right audience with your designs, theme and tone?
The only real 'issues' are making sure that your systems are designed to pull the correct information, and then ensuring that your team understand what they are looking at. ROAS was simple to read, and because it was only one metric with one result, it allowed for a quick turn around on decisions. Using a multichannel approach will initially take some tome to get used to, however it will be more beneficial to your brand in the long run.
Want to create some buzz amongst your stuff and investors? Return On Ad Spend can really drive those quick and easy sales. What we mean is, following on from the first point - if someone is already at the stage of their journey where they are willing to buy a product and your ad pops up - they'll click on it and likely purchase. This is great, but who are you targetting here?
With Facebook ROAS diminishing by approximately 30% across a short period of time, it was clear that something needed to be done. Using ROAS as one of the main metrics is now in a state of flux, marketing executives are suggesting removing the section from reports, and investment into advertising will be handled in a new way moving forward. Over our next few blogs we will explain these changes in more detail.
Compared to the Google Display Network (GDN), Programmatic Advertising has a wider variety of publications that you have access to. What does this mean in real terms? PA platforms can find you direct deals with publishers that GDN wouldn't even provide you access to. In other words; you can reach top-tier publications - related to your industry - that simply aren't available through Google. Of course, there are some shared publishers, but over all you have more exclusive opportunities using PA over GDN.
A lot of businesses rely on GA (Google Analytics) and this is why it is essential to define what a conversion is for your brand. Google won't have any context for what your specific goal is if you are using it 'straight out of the box'. You must ensure that you have your Goals set up correctly, and continue to test them as time passes.