Dictionary

Dashboard

The dashboard is your account overview. The dashboard will (if there are any) show your campaigns waiting for data, your active campaigns and your campaigns which are no longer receiving data. Links to various getting started tutorials are shown at the bottom of the dashboard page.

At the top of the dashboard is a button to create a new campaign.

Campaign

Usually refers to a set of ads (banners or widgets) that promote one product of offer from an advertiser. The campaign share one common Campaign key.

Campaign key

The campaign key is a unique identifier for every campaign. The key is generated by the Rich application once you create a new campaign. It’s used in the Rich Component to tell which campaign the ad is associated with.

Advertiser

Advertisers are the bureau client who commissions a campaign. Setting an advertiser for the campaign is required, and it’s used to group campaign and provide more accurate data. Also, advertisers generally belong to an industry. 

Advertiser industry

Each advertiser is associated with an industry. The advertiser industry is used to calculate benchmarks in the metrics. Rich expects Advertiser Industries to have different values for engagement, click through and attention. In your reports the industries are used to calculate how well your campaign and advertiser performs compared to IAB claims for industry standards.

Metrics

Rich has a number of metrics that will tell you things about your campaign. We think of metrics as a model of your campaign and not as absolute values. In fact, they’re not absolute values. While no values in Rich are exact, the picture they paint is very relevant to the success of campaigns. An in depth discussion on metrics is available here.

Exposures

An Ad Impression as defined by the IAB industry standard. The exposure is counted after the request for the ad from the viewers browser. The exposure has strong correlance with the number of times an ad is downloaded to a users computer, but they’re not necessarily equivalent.

Reach

Ideally, reach tells how many people the campaign reached. In actuality it’s a bit more complicated than that. We cover this in a blog post here. Most reports of online Reach measurement will provide the browser cookie-count (or actually, the synced cookie count, which is slightly more complicated). Burt has found that this is insufficient. And bigger companies agree. Cookie deletion inflates the reach in many reports. Burt tries to get around this by additionally adding flash cookie tracking, browser fingerprinting and adjusting for how often people delete their browsers, as well as for how often people see ads from the same campaign on different computing environments (workstation, home laptop, mobile). Needless to say, reach is a complicated matter. 

Since Rich is a tool for campaign insights, not auditing, comparing reach across Rich is significant. Metrics is a model, not an absolute number. An that number is as exact for every campaign running in Rich. You may not want to compare it with a report from another party, since we likely calculate the numbers differently.

We’ve written more about how Rich regards metrics here.

Visible reach

Equates to reach, but is used to be specific when other types of reach are present.

Engagement reach

Answers "How many of the people reached also engaged?".

Click-through reach

Tells how many of the people reached who also clicked through to the campaign site. This is roughly "unique click through".

Frequency

The average frequency is the sidekick metric to reach. Where reach tells how many unique people were reached, frequency tell how often (on average) they were reached. Ideally, if reach is multiplied by frequency the product equals exposures. Generally this isn’t the case, unless the campaign is perfect. The product of the two will likely be smaller due to factors such as visibility, and others. 

Impact, Campaign Impact

A compounded metric of how well the campaign performed. Impact can be seen as the overall score of the campaign, ad or site. Read more about it here.

Media Rating, Media Quality

A score of how well the media buy was, when the impact of the creative has been subtracted. Read more about it here.

Creative Rating, Creative Efficiency

Represents how well the creative performed in the campaign, when the impact of the media buy has been subtracted. Read more about it here.

OTS, Opportunity-to-see

A count of how many times there was an opportunity to see the ads. Roughly, it’s exposures multiplied by visibility %.

Visibility

Tells what percentage of an ad (or campaign ads) were visible. An ad counts as visible if a significant portion of the ad was visible in the viewers browser window for a long enough time.

Engagement rate

Percentage of visible ads that also had an engagement.

Successful combos

Presents the combination of ads and media buys that performed best in the campaign. This is a way to highlight nuggets in the campaign that deserve extra attention.

Benchmarks

To highlight the significance of some metrics we’ve provided benchmarks. The benchmarks show 1) The average performance of the advertiser over all campaigns, 2) The expected average for the advertisers industry.

Reports

Rich has three reports covering highlights, creative and media.

Campaign highlights

This report provides an overview of the campaign. Detailed are reach and impact in the graph. The boxes below present the reach, media quality, creative efficiency and campaign impact.

At the bottom are highlights of the campaigns most successful combination of creative and media.

Ads & Widgets

This is a report about the ads. The figures show metrics related to the success of the creative in a campaign.

The graph covers engagement rate and click-through reach. The boxes below show visible reach, engagement reach, click-through reach and creative efficiency. At the bottom is a visible listing of the ad formats and their performance. The listing is also available as a table by pressing the button on the top right of the frame. Each ad format can be drilled down to see it’s specific performance.

The site report

This report covers media. All values relate to how well the media buy for the campaign performed.

The graph shows reach, exposures and opportunities to see. Read more about exposures, opportunities to see and impressions here [future blogpost, if you see this text, email support@burtcorp.com].

Below the graph are four boxes showing total exposures, visibility, frequency and media quality.

All sites of the campaign, and their performance scores are shown at the end of the page. The sites are also available as a plain table. Each site can be drilled down further.

Account

The account has two levels of access: User and Account administrator.

Profile, Settings

When pressing the settings link at the top of the page the user details can be edited, and password changed.

Account tab

In the account tab you can edit the account details and invite and edit account users.

Account Administrator

The account administrator is the creator of the account and has access to inviting new users, removing user access and editing user information.

Tech

The Rich component, agent

The Rich agent is a flash component that allows tracking of anonymous user data. It’s downloaded from the campaign page when showing tracking help (more about creating campaigns here). The component is dragged to the stage when building the ad in flash, and the campaign key is added to the parameters of the component.

Tracking

Signifies the process of adding the flash agent to an ad, and then seeding it in an ad network. Once the ads are loaded in users browsers environment they start sending anonymous information back to the Rich servers.

Surprise dictionary bonus

Get a free surprise gift if you find any faults or missing links in this dictionary. ;-) email john@burtcorp.