DIGITAL BRANDING ASSESSMENT. BRIDGING AD VISIBILITY WITH OTHER KPIs

Transcription

1 DIGITAL BRANDING ASSESSMENT BRIDGING AD VISIBILITY WITH OTHER KPIs

2 DECEMBER 2014: Google releases the results of its ad visibility study: Almost half of ads served never appear on a screen THE IDEA MOVE FROM SERVED ADS TO VIEWED ADS

3 A NEW STANDARD WAS BORN An impression is considered visible if 50% of its surface is viewable During at least 1 second

4 ADDING TO IT OTHER QUALITY METRICS

5 WE RECEIVED A FEW CALLS FROM CLIENTS WHAT WE DID: BENCHMARK & AUDIT MARKET SOLUTIONS

6 KEY LEARNINGS STILL SOME TECHNICAL ISSUES Impacting formats and Premium buying model with 100% Share of Voice get very poor visibility results. It s as if a gatefold was less visible than a ¼ page in print. ONE SIZE DOES NOT FIT ALL ISN T BIG SUPPOSED TO BE VISIBLE? Viewability performances for HP takeover : Less than 15% viewability on the 300x600 Less than 25% viewability on the 1000x200 No registered data for the skin VISIBLE = VIEWED? HOW TO OPTIMIZE? has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.

7 KEY LEARNINGS WHY SHOULDN T THOSE ADS BE CONSIDERED VALUABLE? STILL SOME TECHNICAL ISSUES ONE SIZE DOES NOT FIT ALL Should we consider that because an ad does not meet the viewability norm requirements, it is not seen at all? And most of all, is it not efficient at all? 30% of the surface is visible during 25 sec 49% of the surface is visible during 10 sec VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives. HOW TO OPTIMIZE? 100% of the surface is visible during < 1 sec

8 KEY LEARNINGS HOW TO MAKE SURE MY AD IS SEEN? STILL SOME TECHNICAL ISSUES ONE SIZE DOES NOT FIT ALL Snapchat allows to send ephemeral pictures which disappears after 10 seconds max. VISIBLE = VIEWED? Even when they are seen, the amount of time people spend looking at online advertisements varies significantly by format and according to level of clutter Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives. HOW TO OPTIMIZE? An online display ad needs to be visible on a webpage for 14 seconds, on average, in order for a consumer to gaze at it for one full second

9 KEY LEARNINGS STILL SOME TECHNICAL ISSUES Reporting 2 VISIBILITE Site Name Placement + Formats Visibilité VCE Visibilité OCR ATTEINTE SUR CIBLE ATTEINTE SUR CIBLE VCE m25-44 ATTEINTE SUR CIBLE OCR m25-49 IN GEO VCE L'EQUIPE Homepage Habillage Pas de visibilité Pas de visibilité L'EQUIPE Homepage 300x600 16% 20% 49% 57% 85% 99% L'EQUIPE Interstitiel Mobile Pas de visibilité Non audité L'EQUIPE Interstitiel Tablette TOTAL TOTAL EUROSPORT Preroll Tablette EUROSPORT Interstitiel Mobile Pas de visibilité Non audité 50% Non audité 44% 100% LE FIGARO Homepage Habillage Pas de visibilité Pas de visibilité LE FIGARO Homepage 1000x260 24% 24% 19% 37% 75% 99% LE FIGARO Homepage 300x600 16% 15% TOTAL NHT VCE TOTAL ONE SIZE DOES NOT FIT ALL Snapchat allows to send ephemeral pictures which disappears after 10 seconds max. VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives. HOW TO OPTIMIZE? Final delivery is aggregated data that does not allow real time optimization and granular analysis. Difficult to assess the performance of a campaign if output is: A global report that can be plugged into data & analytics tools Access to a bespoke digital platform AGREGGATED DATA DOES NOT ALLOW FOR REAL TIME OPTIMIZATION

10 Collecting data about the campaign s results, taking into account initial KPI OUR PHILOSOPHY A MORE GRANULAR & DYNAMIC APPROACH DATA DRIVEN PLANNING Real time optimization & media activation DYNAMIC & AD HOC BENCHMARK Identify most performing placements & media partners vs your KPIs

11 WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED Is it more important to have time spent or surface visible on screen? If both, what is our norm, based on previous campaigns? FORMATS PLACEMENTS Define your norm and adapt planning accordingly MEDIA PARTNERS SELECTION Snapchat allows to send ephemeral pictures which disappears after 10 seconds max. Bridging formats to KPIs (qualified traffic, time spent, etc ) Create your category viewability norms for a better and more qualitative exposure AUDIENCE INSIGHTS

12 WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED Define partner able to better comply with identified norm & KPI The ones serving more brand preference, the ones more adapted to traffic objectives etc FORMATS PLACEMENTS MEDIA PARTNERS SELECTION Adapt planning taking into account quality of the media partners inventory Snapchat allows to send ephemeral pictures which disappears after 10 seconds max. AUDIENCE INSIGHTS HAVAS META QUALITY BAROMETER Scoring the quality of media inventory with 5 KPIs

13 WITH A DIFFERENT METHODOLOGY, MORE OPTIMIZATIONS COULD BE CONSIDERED FORMATS PLACEMENTS MEDIA PARTNERS SELECTION Snapchat allows to send ephemeral pictures which disappears after 10 seconds max. Identify most responsive audience segments Adapt content and message according to KPIs performance Retarget audiences or create new target audiences based on message AUDIENCE INSIGHTS Use learnings based on audience insights to go further with targeting

14 GRANULAR DATA IN A NUTSHELL ACTIONNABLE TAILOR MADE

15 Thank you