Rich Ratings

Introduction

Rich’s Creative Rating, Media Rating and Impact are based on a scale of one to ten, higher being better. For any ad impression on any site the Rich Agent collects dozens of data points. Rich then parses and analyzes the data for information about the impression, such as length of the session, if the ad was visible and for how long, and more. This information is then stored away. Periodically (in general a couple of times per day) the information for every campaign is analyzed to generate the reports. 

At report generation all those impressions are sorted and ranked. Using all the data Rich has on ads, as well as data on industry benchmarks, our Ratings are then calculated. Individual ads, formats or sites are stacked creating a number of bell curves. Given the Bell-curve like shape of the campaign data, the highest or lowest ratings are rarely seen.

If you have further questions regarding a specific campaign please email support@burtcorp.com.

Significance

The first step to understanding what the Ratings mean is understanding that it’s not a grade. It’s a benchmark. Five is not bad, neither is three. Depending on the advertiser industry, media bought, ad formats etc, various results are to be expected. For some combinations a three is pretty good. For other combinations a seven is mediocre. However, nine is usually better than two, regardless of which communications objectives you had in mind when creating the campaign. 

Since all campaigns are not created equal, some product categories generally acquire more clicks than others. Some channels have audience with higher attention. The ratings are created as a relative comparison within similar media plans, campaigns and advertisers.

Still, a rating of five says little in itself. Comparing ratings within a campaign, or ratings of different campaigns from one advertiser says a lot more. What’s meaningful is the the relative comparison between sites, ads, campaigns, etc. 

Rich doesn’t have all the answers (yet, but we’re working on it). Persons involved with the campaign are more likely to have good insights on the campaign and their experience should be weighted in when analyzing campaigns. Think of Rich as a palette of data visualizations so that you may better understand what’s going on with your campaigns.

In general, our claim is that the relative comparative score within a channel, format or such is significant. Two formats with the same channel is a good comparison. It makes sense to say that one was better. However, comparing different formats and different channels is less significant.

Creative Rating

Answers the question: "How well was the ad received compared to similar campaigns?"

Using the data collected we analyze how well the ad itself was at attracting the attention of the user, compared to similar ads, media plans and advertisers. Behaviour that will drive the Creative Rating is engagement reach and duration, click-through rate, at what impression the user engaged, and more. Rich also compensates for noise in the media channel to remove the effect the media may have on the audience behavior.

Media Rating

Answers the question: "How good were the conditions for the campaign’s ads to have an Impact?"

The score reflects how well this media buy was for this advertiser and/or product. With any ad impression Rich also analyzes the media channel. From the channel we collect information such as language, country, context, category, size, audience, ad model/load/clutter/etc, and more. Using this data, other collected data, and industry benchmarks we rate the quality of the media surrounding the ad. 

Impact

Answers the question: "How well did we do overall?"

Impact is the compound, weighted value of Creative Rating and Media Rating. For a campaign as a whole, it’s a very rough estimate of how it did. For a combination of sites and formats it’s the measurement of what worked or didn’t work under those circumstances. For now, Impact should not be seen as a grade of general campaign performance, but rather as an indicator of where to look for insights on how to learn and improve.