Our team of digital marketing experts has implemented a weekly series, Ask the Experts, dedicated to answering dealers’ questions regarding L2TMedia’s solutions and best practices. The success of our dealerships is our number one priority and we know that many of our clients have questions when it comes to what we do. So ask away!

What are all of the different metric definitions for dynamic display?

Out of the many products offered at L2TMedia, one of the more engaging offerings is dynamic display ads. What is a dynamic display ad? Put simply, dynamic display ads are ads served to a variety of websites and targeted to a specific audience based off of cookie information. These ads generally take the form of banner ads:

Some of the more common metrics reported on are engagement rate, click through rate (CTR), and inventory page views. How are these metrics defined?

• Engagement Rate: Measures how many people “engaged” with the ad (i.e., clicking on an ad function such as pausing a video or playing a mini game) versus how many people were shown the ad (i.e., impressions).

• CTR: This is how many people clicked through to the website versus how many people were shown the ad (i.e., impressions).

• Inventory Page Views: This measures how many people clicked through to the website via a logo click, which directs to an inventory search results page where the user can then click on an individual vehicle details page (VDP).

These metrics are a good read of how relevant your ads are to your audience and are a great source for building brand awareness, generating leads, and leading to product sales!

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