During a 2021 survey, 37 percent of responding publishers from Europe stated they used brand awareness as a key advertising effectiveness metric. The same metric was used by 43 percent of advertisers and 31 percent of agencies.
Leading advertising effectiveness metrics used to evaluate programmatic campaigns in Europe as of August 2021, by stakeholder type
The source adds the following information: "The responses came from advertisers, agencies, publishers and ad tech vendors in 31 markets and respondents with both pan-European and global remits."
Profit from additional features by authenticating your Admin account
Please authenticate by going to "My account" → "Administration".
Then you will be able to mark statistics as favourites and use personal statistics alerts.
Statista Accounts:
Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.
IAB Europe. (October 6, 2021). Leading advertising effectiveness metrics used to evaluate programmatic campaigns in Europe as of August 2021, by stakeholder type [Graph]. In Statista. Retrieved January 16, 2022, from https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading advertising effectiveness metrics used to evaluate programmatic campaigns in Europe as of August 2021, by stakeholder type." Chart. October 6, 2021. Statista. Accessed January 16, 2022. https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. (2021). Leading advertising effectiveness metrics used to evaluate programmatic campaigns in Europe as of August 2021, by stakeholder type. Statista. Statista Inc.. Accessed: January 16, 2022. https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading Advertising Effectiveness Metrics Used to Evaluate Programmatic Campaigns in Europe as of August 2021, by Stakeholder Type." Statista, Statista Inc., 6 Oct 2021, https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe, Leading advertising effectiveness metrics used to evaluate programmatic campaigns in Europe as of August 2021, by stakeholder type Statista, https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/ (last visited January 16, 2022)
