Interact 2017 Keynote speech: Delivery Chain Quality by John Montgomery, VP Global Brand Safety,...

YOU GET WHAT YOU PAY FOR

(GOEDKOOP IS DUURKOOP)

1

DIGITAL MEDIA HAS BEEN IN THE NEWS RECENTLY

WAIT, IT GETS WORSE

The push for efficiency

COULD THERE BE A RELATIONSHIP BETWEEN

THE PUSH FOR EFFICIENCY

AND

DIGITAL QUALITY?

CPM6

THE  RISK  TO    PUBLISHERS

YOUR AD

HERE!

YOU CAN BUILD A CAMPAIGN OUT OF

NON-EXISTENT IMPRESSIONS

THE BASIC TRUTH

An ad that cannot be seen (by a human) has no value“

HOW  DO  WE  TURN  THIS  AROUND?

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WHAT IS QUALITY?

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An ad that is seen, by a human, in the assigned demographic and in a safe environment

At  Least  50%At  Least  55%

At  Least  65%  At  Least  70%

100 118 141

© comScore, Inc. Proprietary.

IMPACT OF VIEWABILITY ON INDEX OF SALES LIFT

168

CLIENT A CASE STUDY ACROSS CPG CATEGORY

GROUPM CONFIDENTIAL

AD VIEWABILITY DRIVES SALES LIFT

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0%

20%

40%

60%

80%

100%

Q4  2014 Q2  2016

GroupM  Standard

MRC  Standard

QUALITY AND VIEWABILITY INCREASE IN THE US?

*MOAT BENCHMARKS FOR MRC & GROUPM VIEWABILITY STANDARD FOR DIRECT SOLD VIDEO INVENTORY Q4 2014 VS Q2 2016

VIEWABILITY TREND WHAT DID WE LEARN IN THE US?

• Trading leadership is key

• 95% of US vendors now accept US’ standards

• (it took nearly two years)

• Decision to introduce higher standards vindicated

• We should have started tagging earlier!

• Client support was vital

GROUPM CONFIDENTIAL

LOW FRAUD/HIGH QUALITY CLIENTS BUY PREMIUM INVENTORY

GROUPM CONFIDENTIAL

0

5

10

15

20

25

30

35

40 ANA/WHITEOPS 2015 FRAUD STUDYNHT % By Advertiser

% F

RAUD

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WONT VIEWABILITY INCREASE THE PRICE OF INVENTORY?

ACTUALLY, QUITE THE OPPOSITE

WHAT CAN YOU DO?

THANK-YOU

john.montgomery@groupm.com@taxidodger