Comscore vce brandingmetrics vn-2012-11-02

transcript

1 © comScore, Inc. Proprietary.

Metrics That Matter For Digital Brand

Marketing

APAC vCE Charter Study

Joe Nguyen, SVP Asia Pacific jnguyen@comscore.com

Twitter: @jnguyen

mailto:jnguyen@comscore.com�

In the beginning there was a promise…

The Internet is the ‘most measured and most accountable’ medium

15 years later, the promise has frayed…

IMPRESSIONS Inflated Inflated

CLICK-THROUGH RATE Gamed Irrelevant

COOKIE REACH & FREQUENCY Not Important

Confounded by cookie-to-person relationship

PERSON-BASED REACH & FREQUENCY

Not Important Distorted by non-visible impressions

Are we creating a race to the bottom? Stuffing pages with ads: Lowers ad effectiveness Increases advertiser risk Devalues valuable online ads

Ads at the top of the page…

More ads after scrolling down 1 time…

Many more ads after scrolling down an additional 7 times

Digital advertising needs a reality check

Clutter Poor visibility Glut of low-quality inventory Bad actors gaming the system

The Making Measurement Make Sense (3MS) Mission:

Reduce costs of doing business due to complexity of digital advertising ecosystem

‘Single Tag’ solution to reduce complexity

Improve reporting of ad exposure

Bolster confidence that ads delivered are actually seen

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Presentation Notes

The industry has started discussions & Google is in play:

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Reframe The industry is at a crossroad. Advertisers, Agency and Publishers have for the first time partnered to develop a solution that addresses the needs of the industry. With the goal of helping grow the display ad space, stop the free fall of CPMs, and enable advertisers to better understand the impact of their ad dollar. The press has agreed. This isn’t a trend. This is a real movement.

Viewability In action!

http://tippets.net/max/

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Value proposition Increase revenue via higher viewability-based CPMs� Minimize added costs required to adhere to the new currency Reinforce credibility and trust through thought leadership

http://tippets.net/max/�

The Making Measurement Make Sense (3MS) Mission:

Reduce costs of doing business due to complexity of digital advertising ecosystem

‘Single Tag’ solution to reduce complexity

Improve reporting of ad exposure

Bolster confidence that ads delivered are actually seen

Presenter

Presentation Notes

Delivers complete measurement needed for campaign management

Our Response to 3MS

Measurement foundation based on validated impressions

in-view geography brand safety fraud

target audience

Impressions or

The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery

10 campaigns 9 countries 347 million impressions 329,000 sites

vCE APAC Charter Study

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Asia/Pac study involved 6 charter advertisers with 10 campaigns which ran in May and June of this year. Campaigns ran in 9 countries and on a total of 329,000 sites. The campaigns varied in size from small country campaigns to large multi-country ones. Australia China Hong Kong Japan India Malaysia Singapore Thailand Taiwan But first let me step back a minute and explain what vCE is.

Study Objective: Quantify incidence of successful and sub-optimal ad delivery across key dimensions …

VIEWABILITY GEOGRAPHY

SAFETY LEVEL OF FRAUD

TARGET AUDIENCE DELIVERY

• Demographically • Behaviorally

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In-view: In-view is defined as an ad impression with at least 50% of the ad’s pixels in the user’s viewport for one second or more. The parameters for the definition of viewability can be easily changed to local industry standards. Audience: Using the comScore panel of 2 million global consumers, comScore is uniquely qualified to report on audience delivery with person-level insights. This means the study was able to validate delivery to target audiences based on traditional demographics as well as various behavioral segments. Geography: Geographic validation is measured by country on a global basis. Although vCE is available globally, with regional data available in some countries, for the purposes of the vCE Charter Study, all campaigns were validated based on delivery in the U.S. Brand Safety: Ads delivered on sites deemed not appropriate for brand advertising due to objectionable content are considered to be in violation of brand safety. Fraud: Fraud was measured by counting ad impressions served to non-human agents as per the IAB spiders and bots list as well as ads that were served to users via illegitimate methods or content. Although there are several other types of fraud detections, these two very basic types were included in the vCE Charter study to establish a baseline. So vCE is able to provide alerts on how well a campaign delivers on these criteria as well as the usual measures of reach, frequency of exposure and impressions.

• Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen

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Percentage of Ads In-View for 10 Asian Campaigns

58% AVERAGE

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So here are our first set of results. On the basis of viewability of ads, about 58% of ads were seen at least 50% of the ad for a second or more—our definition of viewability. Wrigley Doublemint is 26% Sunsilk Sonia is 54% J&J Baby is 51% Gillette India Fusion is 40% Gillette Indo Mach is 44% Gillette Aus Midas is 20% Unilever Beautiful You is 73% Amex KFG is 68% SW Suites is 67% SW Midyear is 65%

vCE Charter Studies Compared

Slightly lower levels of viewability compared to those found for the US, EU and Canada

ASIA 58% CANADA 65% EUROPE 67% US 69%

Viewability

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In Asia/Pac we found slightly lower levels of viewability compared to those found for the US, EU and Canada

• Food & drink sites delivered strong in-view rates, while parenting and sports sites delivered just 23% of ads in-view.

Percent of Ads Served In-View by Select Content Types

This variation across categories is typically due to site layout and page clutter

82% 71%

63% 61% 59% 57% 52%

45% 41% 40%

23% 23%

7%

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Food & drink sites delivered strong in-view rates, while parenting and sports sites delivered just 23% of ads in-view. The category which got the lowest viewability scores is that which offer coupons and promotions.

Wide Skyscrapers delivered the strongest in-view rates but there was significant variance across campaigns with a range of 42% to 94% in-view for this ad size

Page location, clutter and size matters

76%

50% 48%

Wide Skyscraper (160x600)

Leaderboard (728x90)

Medium Rectangle (300x250)

Percent of A/Pac Ads Delivered In-View by Ad Size

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Ad formats do matters. Wide Skyscrapers delivered the strongest in-view rates in comparison to other formats�But there was significant variance across campaigns. The range was about 42% to 94% in-view for this ad size

4% of total Asian ads were delivered outside of targeted geography

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• Of those delivered outside of target geography, the U.S. accounted for nearly 1/3 -- a long way from Asia

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In terms of delivery within desired geography, about 4% of impressions were delivered outside of target. Interesting about 31% of these out-of-target geography impressions were from the US. Next were Canada and the UK.

vCE Charter Studies Compared

ASIA 4% CANADA 2% EUROPE 7% US 4%

% of Impressions Falling Outside of Target Geography

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This proportion is comparable to other world regions.

On a campaign-by-campaign basis, several performed flawlessly; but others delivered more than 5% of its impressions to the wrong geography

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Percent of Ads Delivered In Geography by Campaign

Sub-optimal geographic delivery is often a result of communication or human error, and it can be remedied with in-flight alerting and blocking

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But there are individual campaign differences. So averages can be quite misleading! Some campaigns were perfect in geographic delivery. >> Others had some waste – as high as 8% for one campaign. >> These errors result from mis-communication or plain human error. Alerts and blocking can help avoid these errors. Wrigley Doublemint is 99.9% Sunsilk Sonia is 99.8% J&J Baby is 99.8% Gillette India Fusion is 99.8% Gillette Indo Mach is 96.4% Gillette Aus Midas is 93.7% Unilever Beautiful You is 97.9% Amex KFG is 92.2% SW Suites is 93% SW Midyear is 93.3

Although just 0.1% of total ads in the study were delivered in brand unsafe content*

*Based on undesirable content such as pornography or hate sites. Clients can define them or we use our own settings

But even one exposure within undesirable content can be damaging to the brand!

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Although just 0.1% of total ads in the study were delivered in brand unsafe content >> But even one exposure within undesirable content can be damaging to the brand!

Study Objective Quantify incidence of sub-optimal digital ad delivery

• 42% of impressions are never viewed

• Sites’ In-view rates vary from 0% to 100%

• An average of 4% out of geography

• Range up to 8%

• 0.1% of impressions were delivered to unsafe sites

• 100% campaigns had some unfavourable deliveries

• Fraudulent impressions can be over 3%

• Audience demographics

• Audience Behavioral Segments

Summary of Charter Study Results

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Rational Drowning Five key components. Focus on visability, as brand safety, fraud and People-based Audience Demographics are NOT in Monetization.

“Digital has become an increasingly important part of our overall marketing strategy and thus we are continually seeking ways to improve our efficiency and effectiveness in the online medium. Partnering with comScore on this study provided good insights into our actual campaign delivery – insights that are critically important in helping drive effectiveness from our digital dollars.” - Karen Ong, Associate Marketing Director, Johnson & Johnson (Consumer) Malaysia.

Case Study: Learnings from Australia

Case Study

Client: Large Australian Finance Brand

Publishers: Performance networks, direct buys, site sponsorships and DSP buys

Webmail Site X Impressions 426,236

InView 28%

Engagement % 0.48%

Dating Site X Impressions 433,485

InView 83%

Engagement % 3.59%

Site Visibility

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It’s great, like having a blindfold taken off! See overlaps between networks in one place. Isolate the best route to buy an impression at the lowest price Dating Site Data Appearing within 4 of our networks High InView and engagement rates Insight High quality inventory Action Investigate the site more closely, break it out as a separate placement within our DSP and take advantage of the multiple targeting options Webmail Site Data One network was running a high proportion of it’s inventory on webmail Insight Not a very diversified buy Supported my previous hunch that there was some spray and pray going on Action Look at networks with a wider portfolio of sites

InView Impressions

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Engagement vs InView Rate

Engagement % InView Rate

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Re introduce InView: Ability to see which impressions are being viewed & which aren’t loading quickly enough or are below the fold. High correlation between InView and engagement If users can see the ad there more likely to engage with it So what’s the take home... make sure your ads are seen!

State Targeting

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Engagement vs % NSW Impressions

% in NSW Engagement %

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High Correlation between the proportion of ads shown in NSW and the engagement rate with our ads. Users in NSW are more likely to notice, and engage with our Ads This confirms our decision to layer on state targeting to all our media buys

Demographic Targeting

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Engagement vs % Primary Demographic Target

% Primary Demographic Target Engagement %

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Little correlation between % of impressions falling in demographic targeting and engagement. Focus more behavioural, interest and contextual targeting than demographic. Just because someone falls within a certain age doesn’t mean they are about to buy insurance that day.

The digital ecosystem is complex Its measurement must be simple

Measurement that validates value Transparent Accountable Comparable

The promise is alive again

Joe Nguyen, SVP Asia Pacific

jnguyen@comscore.com Twitter: @jnguyen

mailto:jnguyen@comscore.com�

Comscore vce brandingmetrics vn-2012-11-02

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