What is ad exposure time and how should I measure it?
Account based marketing is focused on building engagement with your target accounts over time. It is the alignment of your sales and marketing efforts with a focus of providing value to prospects that fit into your Ideal Customer Profile.
A key component of building engagement is the delivery of your brand, it’s core value proposition, along with specific messaging focused on your prospect’s stage within their buyers journey. Madison Logic has developed technology that enables you to measure the amount of time each prospective account spends with your brand through our targeted advertising suite of products. When Madison Logic serves your ads to your target accounts we begin to measure exposure time, which is a simple way of showing the amount of time (in seconds, minutes, and hours) each target account views your ads.
It is important to remember that exposure time is only calculated when your ads are ‘in view’ or ‘viewable’. Madison Logic takes a number of actions to ensure that your ads are visible on each page when they are served to your target accounts.
What can I do with exposure time?
Measuring brand exposure time has a variety of use cases such as the following:
Pipeline Analysis: Can I identify a pattern of opportunities with high velocity in my pipeline with exposure time?
Website Engagement: How long do I need to have a target account exposed to my brand to start driving more website visits from this account.
Account Prioritization: Am I spending my time (and dollars) on accounts that are engaging with my brand resulting in opportunities?
What is the formula behind exposure time?
When your ad is viewable, based on MRC standards (PDF link), within an active browser tab, we begin to start measuring time. When the individual clicks on your ad or navigates to another page, we stop measuring time. We then aggregate the amount of time individuals within each account have spent with your ad on a daily, weekly, and cumulative basis.
How do I increase exposure time at my target accounts?
A great way to increase brand exposure is to align the message within your ads with the corresponding opportunity stage for each account. By creating multiple programs you can target specific accounts at certain stages of your pipeline and ensure that each account receives the appropriate message. Our reach estimation tool, which is part of the program creation process, will show you the potential penetration into the accounts associated to each program. You should ensure that you allocate appropriate budgets for each program. If your estimated reach is quite limited within a given program, either adjust your budget upwards or focus on a smaller number of accounts.