Knowing your banner ran is one thing; knowing whether it worked is another. These are the metrics worth watching and what to do with them.
Impressions and Viewability
Im Impressions: the ad was displayed on a website. Viewable Impressions: the ad was actually visible to the user (more on viewability measurement below). If your banner has poor viewability then the problem is with the placement of the ad, not with the creative itself.
Click-Through Rate
A typical click-through-rate (CTR) for display advertising is around 0.1%. So if the CTR is greater than this for your banner advertising then it’s performing well. Also check the impressions against the clicks and see if the call to action is prominent enough before the end of the animation.
Interaction and Dwell Time
Track hover events, video start events, and panel expansion events in addition to standard click events. Use these to see how engaged users are with your HTML5 banner ad even if they do not complete a click.
Connect Banners to Google Analytics
HTML Banner Ads is covered in more detail at //thebannermen.com/banners/animated-ads/html5/.
Act on the Numbers
Wait two weeks for both novelties to have delivered sufficient data to compare individual placements, and then kill the worst ones for viewability below 50% and click-through rate below 0.1%. This will give you a good basis for your next creative brief.
Keeping an eye on your campaigns on a regular basis will help you create even sharper campaigns.