Date post: | 09-May-2015 |
Category: |
Marketing |
Upload: | impremedia |
View: | 371 times |
Download: | 1 times |
WEBINAR PRESENTED BY:
Thank you for Joining Today’s Webinar
We ask that if you have questions during the presentation please submit those directly via email to:
Questions will be answered at the conclusion of this webinar.
The following presentation deck and webinar recording will be available to you immediately following the conclusion of this webinar.
@impremedia
Today’s Webinar Agenda
Moderated by:Cynthia Corzo, Editor of Hispanic Market Weekly@HispanicMktWkly
Trends in DigitalJoe Kutchera and Hilda Garcia
Making Measurement Make SenseSherrill Mane
@impremedia
Meet Our Presenters
JOE KUTCHERAAuthor & Digital Media StrategistLatino Link & Exito
HILDA GARCIADigital Content Director for impreMedia and Co-author of Exito
impreMedia
@joekutchera
@garsiknews
Meet Our Presenters
Sherrill ManeSVP, Research Analytics and Measurement for the IAB
@SherrillMane
Donating 100% of author
proceeds to:
Example of Successful Marketing Model
Why we need a new marketing model
Technology Community and Content
Innovation
Social Listening and Research
Changing Demographics of America
scuche a su audiencia (listen to your audience)
perimente como usuario (put yourself in shoes of user)
ntegrate your communications channels
ransform your audience into communities
ptimize
“Latinized” Marketing model for era of social media™
scuche a su audiencia
(Listen to your audience)
scuche: Listening to/Learning from Influencers
scuche: Listening & Responding
eXperimente como usuario, a través de "perfiles”(Put yourself in the shoes of the user, using profiles)
Mariachi Martín Mario Maria
Profiles Help Us Avoid Monolithic Thinking
“Ms. Davis, get us some binders full of Latinos.”
eXperimente como usuario - profiles
eXperimente como usuario - profiles
Source: Forrester Research, North American Technographics Online Benchmark Survey, Q3, 2011
ptimize
1. Number of social networks integrated
2. Quality of management technology3. Analytics integration e.g. Omniture, Google
Analytics, Facebook Analytics4. Longevity of company5. Geo-targeting (identify users by state)6. Spanish
ptimize: Evaluation of Social Media Tools
# of networks 4 5+ 5+ 5+
Quality rating Excellent Excellent Excellent Very good
Analytics integration
Google Analytics and Omniture
Omniture Google Analytics, Facebook Insights
Google Analytics, Omniture, Facebook Insights
Year founded Since 2001 Since 2009 Since 2008 Since 2010
Geo-targeting Yes, by state Yes, by state Yes, by state Yes, state/city
Spanish Yes Yes, with google Analytics
Yes Yes
ptimize: Evaluation of Social Media Tools
Mobile: - Less is More
Making Measurement Make Sense: A Leadership Briefing
UPDATE FOR ImpremediaFebruary 2014
www.measurementnow.net
Making Digital Metrics Make Sense in a Cross Platform World
• Overview of Making Measurement Make Sense (3MS)• Media measurement standardization • 3MS news
Update on viewable impression currency Update on education and communication
• What’s next?
www.measurementnow.net
3MS: What Is It?
• A cross-ecosystem collaboration to improve planning and buying digital media and facilitate cross-platform comparison across ALL media...digital and legacy…for brand advertising.
www.measurementnow.net
www.measurementnow.net
3MS: Who Is Involved?
Supporters:
Now under broad industry oversight of MRC To date, 200+ executives and industry experts have participated
Facilitators:
3MS: The Objectives
Create the right digital currency and metrics
Drive industry consensus around these solutions
Identify ongoing standards-setting body
www.measurementnow.net
Media Measurement Standardization• For nearly 50 years, MRC’s mission has been to secure
for the media industry and related users audience measurement services that are valid, reliable and effective;
• This is done by
– Setting Standards
– Conducting Audits to Verify Compliance with Standards.
www.measurementnow.net
3MS Five-Pillar Solution
www.measurementnow.net
3MS News MRC Viewable Impressions Advisory against trading on viewable
impressions extended through 1st Q 2014 MRC Reconciliation Study underway
Examines how and why accredited viewability measurement vendors produce disparate numbers
May lead to refinements in vendor methods Will result in guidance on what is the tolerated range of differences
Debate continues on timing for transition to viewable video impressions Latest whitepaper released at IAB ALM (Feb 10, 2014) furthers 3MS
Guiding Principle #4, entitled, “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross Platform World”
www.measurementnow.net
3MS News• ANA, 4A’s, IAB jointly hired Fleischman Hillard to
manage 3MS communication– One voice– One dedicated resource– Support the evolution of the MRC
www.measurementnow.net
Ad Classification System and Taxonomy: All Ad Units Are Not Created Equal
Possible road map to learning about effects in a systematic fashion
Supply chain simplification: transactions across sites should use the same ad unit terminology
Advisory group finalized a draft taxonomy
Agency creatives provided feedback on taxonomy
Review and finalization with full 3MS advisory team
Development on pilot test specs
www.measurementnow.net
Beyond Viewable Impressions and GRPs
• GRP’s = Gross Rating Points = A count of impressions delivered by a media schedule
• R X F = GRPs• Ability to count exposures and frequency across media is
foundational to assessing impact• All exposures are not created equal• Broad, amorphous hypothesis: interactivity of ads
contributes to building brands
www.measurementnow.net
Brand Ad Performance Metrics
Which ad unit capabilities are most beneficial to enhancing brand ad performance for which goals?
How can we measure the role of social mediain building brands?
What is engagement? What are the core metrics? Which engagement metrics are most important to building
brands?
www.measurementnow.net
Brand Ad Performance Metrics: Engagement• Hundreds of interactive “engagement” metrics made possible by digital measurability• No consensus on which matter most• No standard definitions• 2013 IAB whitepaper “Digital Ad Engagement: An Industry Overview and Reconceptualization”
outlines three major categories of engagement – Cognitive: awareness, interest and intention
– Physical: user-initiated interaction
– Emotional
• Just released 2014 IAB Whitepaper advances 3MS, “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross Platform World”
– Defines engagement– Identifies 30 core metrics
www.measurementnow.net
Ad Engagement Definition
• “A spectrum of consumer advertising activities and experiences - cognitive, emotional, physical – that will have a positive impact on a brand.”
• Will tree up to MRC standardization efforts
www.measurementnow.net
Brand Ad Performance Metrics: Social Media
3MS brand impact team agreed that counting likes is not the path to capturing empirical knowledge and value
Agreement on need to define social activity and metrics that cumulatively build brands (social included in the whitepaper)
Initial industry follow up needs to be enhanced and accelerated Need better understanding of connections between social and
other media in building brands Potential to work backwards from bigger concepts to discrete
user activities
www.measurementnow.net
DRILL DOWN MATERIALS ON VIEWABILITY
Appendix
www.measurementnow.net
Viewable Impressions: Results of Testing with Agencies and Brands
Data from 22 live production campaigns, involving more than 3 billion served impressions, revealed the following:Viewable rates for the pilot campaigns ranged from a high of
78.6% to a low of 7.3%Unmeasured rates were a significant concern:
Cross-Domain I-FramesOther Unmeasured Conditions
www.measurementnow.net
Viewable Impression Guideline Draft:Display Ads
Requirements for Viewable Display Ad ImpressionsPixel and Time Requirements
50% of pixels in the viewable space of the browserMinimum of one consecutive second
www.measurementnow.net
Viewable Impression Guideline Draft: Display Ads, Related Issues
• User Interaction Considerations• Strong User Interaction (such as a legitimate click, as defined by the
IAB’s Click Measurement Guidelines) seen as satisfying requirements for a Viewable Impressions, even if minimum pixel/time requirements not met.
• Large Size Display Ads• Recognition that certain large size ads (IAB Rising Stars units) may
require special consideration, particularly as to pixel requirements.• Recent off-line discussions lead us to believe we are narrowing in on a
range acceptable for committee consideration.
www.measurementnow.net
Viewable Impression Guideline Draft:Video Ads
Requirements for Viewable Video Ad ImpressionsSame Pixel and Time Requirements as for
Display Ads, Plus:Additional time requirement based on length of video
ad unitProposed to be the greater of a minimum time or a
percentage of the ad unitOnly unduplicated ad content contributes to meeting this
requirement
www.measurementnow.net
Viewable Impression Guideline Draft:Video Ads, Related Issue
Importance of Audio RecognizedBut because of current technical limitations in
determining audio levels in all situations, presence of audio is unlikely to be required by this initial version of the guideline
www.measurementnow.net
Viewable Impression Guideline Draft:Other Issues
Other Considerations:Disclosures of assumptions used in determining
viewable status of adsIssues related to nested I-FramesClick to Play vs. Auto Play Video ads
Communication and Discrepancy Resolution
www.measurementnow.net
The IAB Safeframe Solution
• Code that solves for nested i-frames’ obstruction of viewability
• Is a critical element in solving for measurability and for security concerns
• Recruiting participants to test SafeFrame• Solutions to ease publisher implementation in
process
www.measurementnow.net
Benefits Over Standard iframes
Direct viewability data available Transparency for both parties Improved performance measurement Rich media functionality Programmatic rich media Metadata sharing Simplified ad rotation Publisher page protection Consumer protection
Q&A SessionThank you for
attending!
@impremedia