Kerry J Brown, VP, Southeast Asia, comscore, Mark Chamberlain, MD, Indonesia, Millward

Transcription

1 Kerry J Brown, VP, Southeast Asia, comscore, Mark Chamberlain, MD, Indonesia, Millward

2 Two components to evaluation DELIVERY BRAND / SALES EFFECT & ROI

3 Two components to evaluation DELIVERY Describes how well a digital ad campaign is delivered... To an actual human being rather than a bot or spider In viewable locations, in a brand safe environment, in its intended geography To its intended demographic target BRAND/SALES EFFECT & ROI Describes how an ad delivers impact on consumer perceptions in relation to a brand or actual sales. Are they... More aware of or interested in the brand? More likely to consider buying? Actually purchasing the brand?

4 Contributing to a holistic cycle of advertising

5 VALUE OF A DIGITAL AD DELIVERY

6 Value of a digital ad: Delivery INVALID TRAFFIC VIEWABILITY AUDIENCES HUMAN GRP Are ads going to real people? Do ads have a chance to be seen? How well are ads reaching the intended consumers? How do reach / frequency metrics compare?

7 Invalid Traffic Bots, Fake Websites, Laundered Domains 21% of campaigns generate75% of IVT impressions

8 Invalid Traffic Bots, Fake Websites, Laundered Domains Only the Lowest 15% of publishers have a sizeable IVT issue

9 Viewability Display 50% in view for 1 sec / Video 50% in-view for 2 sec

10 In combination: IVT + Viewability INVALID TRAFFIC Are ads going to real people? VALIDATION (VIEWABILITY) Do ads have a chance to be seen? AUDIENCES How well are ads reaching the intended consumers? HUMAN GRP How do reach / frequency metrics compare?

11 In combination: IVT + Viewability Not filtering for IVT causes discrepancies in viewability measures.

12 Audiences

13 In combination: Viewability + Audiences INVALID TRAFFIC Are ads going to real people? VALIDATION (VIEWABILITY) Do ads have a chance to be seen? AUDIENCES How well are ads reaching the intended consumers? HUMAN GRP How do reach / frequency metrics compare?

14 In combination: Viewability + Audiences

15 Human GRP Why does it matter? Ad-server counted impressions delivered against IVT and nonviewable ads skew measurement and posing problems when trying to value digital vs. other media. Learnings: Applying the appropriate filters to qualify an impression against actual people makes ensuing metrics for reach and frequency infinitely more useful. A Human GRP makes digital truly cross-media comparable for planning and evaluation alongside TV and other media that are based on ads delivered with the opportunity-to-see against human eyeballs.

16 VALUE OF A DIGITAL AD BRAND/SALES EFFECT & ROI

17 Value of a digital ad: Brand/Sales Effect & ROI BRAND EFFECT How are attitudes impacted? SALES EFFECT How is behaviour impacted?

18 Brand Effect (Mobile) ASIA 9.5% 3.4% 4.8% 1.5% 6.3% 3.7% 3.4% 1.4% MOBILE DESKTOP Source Base Size : Millward Brown MarketNorms (Asia) : Desktop (465 campaigns) Mobile (58 campaigns)

19 Brand Effect (Video) GLOBAL Source Base Size : Millward Brown MarketNorms (Global) : Online video (163 campaigns) Rich Media (630 campaigns) Simple flash (85 campaigns)

20 Brand Effect (Video) GLOBAL Source Base Size : Millward Brown MarketNorms (Global) : In-Stream (33-48 campaigns) Not In-Stream ( campaigns)

21 Format matters in Indonesia INDONESIA Significantly ahead of digital display At par with digital display Source : Millward Brown LinkNow Digital Norms (Indonesia) Significantly behind digital video

22 Creativity matters more than format INDONESIA MOST ENJOYABLE (50%) MOST WELL BRANDED (61%) MOST PERSUASIVE (3.41) NORM: 38% NORM: 49% NORM: 3.17 LEAST ENJOYED (15%) LEAST BRANDED (24%) LEAST PERSUASIVE (2.94) Source : Millward Brown LinkNow Digital Norms (Indonesia)

23 3 ads which one delivers the most ROI? MOST WELL BRANDED? MOST ENJOYABLE? MOST PERSUASIVE?

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27 3 ads which one delivers the most ROI? MOST WELL BRANDED? MOST ENJOYABLE? MOST PERSUASIVE?

28 PUTTING IT ALL TOGETHER

29 Putting it all together Viewability + Sales

30 Putting it all together Case Study: ConAgra Foods Even with a higher CPM to include viewability measures, incremental sales per dollar on advertising increased 39 percent. ROI increased significantly as a result of employing ad validation.

31 Real-time integration of both delivery and effect metrics

32 Conclusion Greater digital ad spend is giving rise to issues such as fraud and viewability. Single-point measurement solutions can make data reconciliation difficult. Integrated solutions enable alignment of ad delivery and brand/sales effect measurement. Early adopters are already optimising campaigns to improve delivery, producing brand/sales effect and ROI gains. Publishers are reconfiguring sites to better deliver quality inventory more likely to be in-view and free of invalid traffic.

33 Thank You To download the full report: Kerry J Brown, VP, Southeast Asia, comscore, Mark Chamberlain, MD, Indonesia, Millward