Cut-up #3 // Success Metrics for Display Branding Campaigns

Advertisers with branding goals are primarily concerned with creating brand awareness as opposed to maximizing conversions. For example, an advertiser that is introducing a new energy drink wants to create awareness and interest among as many sports enthusiasts as possible, and isn't necessarily as concerned with selling actual units of the drink online.
The key success metrics for these types of campaigns are:

• Reach: The number of users exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness.
• Frequency: The average number of times a user was exposed to an ad over a period of time.

Advertisers can increase reach and frequency by managing impressions and cost-per-thousand impressions (CPMs). 
User engagement with your ads is also an important metric for branding campaigns, and can be measured through clickthrough rate (CTR) or interaction rates for advertisers using rich media. Mouseover rate, which is the percentage of time users mouseover an ad for one or more consecutive seconds, is also a useful indicator of user engagement.