The Speakers

Le Hoai Tram

Tram has a Master’s Degree in Digital Marketing

from the University of Southampton and is currently

working in Decision Lab, taking lead on Effect Lab -

a product measuring the brand impact of digital

video campaigns.

Aske Nickolaj Bach Østergård

Aske has more than ten years’ international

experience in business and market research and built

up Decision Lab’s predecessor, Epinion, from a bold

idea and lead it into a leading and thriving market

research company.

MEASUR ING AND VAL IDAT ING D IG ITAL AD

CAMPA IGNS S INCE 20 14

MORE THAN 1 B I LL ION IMPRESS IONS

TRACKED EVERY MONTH IN V IETNAM

AWARDED “ BEST AUD IENCE MEASUREMENT

PL ATFORM ” BY DIG IDAY S IGNALS AWARDS IN

20 16

GOOGLE 3PAS CERT IF I ED

TH IRD PART Y FACEBOOK IMPRESS ION AND

CL ICK VAL IDATOR

Helping Marketers to establish a return on their Digital Ad Investments

Metrics that matter for Digital Video

H O W T O A C H I E V E H I G H E R R E T U R N / V A L U E O N

Y O U R D I G I T A L V I D E O A D S

$ 2.32BALL MEDIA INVESTMENTS

$ 343M (14.8%)

DIGITAL ONLY

$ ~100M (4.3%)

MOBILE & TABLET ONLY

How big is the media market in Vietnam?

Source: GroupM’s Interaction Report, April 2016, and MMA forum, October 2016

$88M

$202M

$343M

2014 2015f 2016f

Rapid growth of Digital Ad InvestmentsYear-on-Year development

Source: GroupM’s Interaction Report, April 2016

…a quick Google

search provided me

with more than 100

metrics

The jungle of Digital Metrics

CPC CTR

CPA

CPM

CPD

CPL

CPCV

MUTE AND UNMUTE (%)

AVERAGE V IE W T IME

PAUSE (%)

VIE WS

AVERAGE INTERACT ION RATE

Source: Nielsen U.S., 2011

Correlation of Sales Lift and CTRS

AL

ES

UP

LIF

T

C L ICK-THROUGH RATE

IMPRESSIONS

IN-TARGET DELIVERY RATE

PEOPLE FREQUENCY

PEOPLE REACH

QUARTILES OF VIDEO VIEWED

BRAND LINKAGE

BRAND LIFT

Metrics that matter for Digital Video

1

2

3

4

5

6

7

Media Efficiency

D O I N G T H E T H I N G R I G H T

01

Impressions

02

In-target delivery rate

33%40%

54%

63%

Female 18-35 Male 18-35

Average campaign

Top performing local publishers

Source: Campaign data from AudienceReport, Decision Lab, 2016

In-target delivery rateIn-target delivery rates by target groups

Female 18-35 Male 18-35

Average campaign

Top performing local publishers

+58%

+64%

Source: Campaign data from AudienceReport, Decision Lab, 2016

In-target delivery rateGap between average and top

03

People Frequency

Tracking point Frequency

Yan 4.7

YouTube Masthead Desktop on May 6 2.3

YouTube Masthead Desktop on May 13 3.3

Admicro Pre-Roll 3.6

YouTube TrueView 1.4

24h 6.6

Kenh14 5.7

Zing 3.6

7.6

Source: Test campaign tracked with

AudienceReport targeting Female 18-35,

May-June 2015

People Frequency

No. of Publishers Average

Publisher

Frequency

Average

People

Frequency

Under-

estimation

4 5.1 7.2 41%

5 7.5 13.3 77%

12 6.8 11.3 66%

15 6.2 11.6 87%

25 4.6 8.7 89%

72%

Source: 5 latest Digital Video campaigns tracked with AudienceReport

On average, the publisher frequency underestimate the frequency by

04

People Reach

Tracking point Reach

Yan 10.3%

YouTube Masthead Desktop on May 6 16.3%

YouTube Masthead Desktop on May 13 16.8%

Admicro Pre-Roll 11.3%

YouTube TrueView 34.4%

24h 7.5%

Kenh14 10.1%

Zing 16.3%

123%

Source: Test campaign tracked with

AudienceReport targeting Female 18-

35, May-June 2015

Publisher reach can be deceptive

Tracking point Reach Unduplicated

Yan 10.3% 5.2%

YouTube Masthead Desktop on May 6 16.3% 8.1%

YouTube Masthead Desktop on May 13 16.8% 8.1%

Admicro Pre-Roll 11.3% 6.1%

YouTube TrueView 34.4% 16.5%

24h 7.5% 4.3%

Kenh14 10.1% 5.2%

Zing 16.3% 7.7%

61.2%

Source: Test campaign tracked with

AudienceReport targeting Female 18-

35, May-June 2015

Unduplicated reach across-”everything”

No. of Publishers Duplicated

Reach

People Reach

(Unduplicated)

Overstate

4 8% 7% 13%

5 17% 12% 29%

12 22% 17% 23%

15 34% 20% 41%

25 25% 15% 40%

29%

Source: 5 latest Digital Video campaigns tracked with AudienceReport

On average, duplicated reach overstates the people reach by

05

Quartiles of video viewed

FACEBOOK’S DEFINITION

03 seconds

TWITTER’S DEFINITION

50% in-view for 03 seconds

YOUTUBE’S DEFINITION

“Around” 30 seconds

Different platform, different view definition

If you’re optimizing for views, you will make decisions on content that get people to click on thumbnails to drive up the number.

Do you want somebody to watch just two seconds, or watch for two minutes?

Jamie Byrne,D I R E C T O R O F C O N T E N T S T R A T E G Y A T

Y O U T U B E

“

Source: Digiday.com, August 4, 2015

Granular conversion funnel from impression to video complete

Effectiveness

D O I N G T H E R I G H T T H I N G

06

Brand Linkage

58%41%

87%

42%59%

13%

Average Worst Case Best Case

Recall other brands

Recall the advertised brand

Source: Effect Lab data, Decision Lab, 2016

How well are brands in Vietnam performing?

07

Brand Lift

For new brands, it is common to see a lift in brand awareness.

On the contrary, the impact is stronger on consideration for established brands.

Source: Average lift of two digital campaigns for new brands,

Decision Lab

Source: Average lift of five digital campaigns for established brands,

Decision Lab

Two different Brand Lift patterns arise

BR

AN

D A

WA

REN

ESS

8%

Bra

nd

in

Co

nsi

dera

tio

n

Set

0%

Bra

nd

Aw

are

ness

1%

BR

AN

D IN

CO

NSID

ER

AT

ION

SET

9%

IMPRESSIONS

IN-TARGET DELIVERY RATE

PEOPLE FREQUENCY

PEOPLE REACH

QUARTILES OF VIDEO VIEWED

BRAND LINKAGE

BRAND LIFT

Remember these 7 metrics

1

2

3

4

5

6

7

Get started measuring metrics that matter

Reach out to us

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