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Auditing a media brand Auditing a media brand across multiple across multiple platforms.platforms.
June 2, 2011
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BPA Worldwide, who are we?Established 1931TripartiteGlobal: 30+ countriesWe are your industry not-for-profit created to
provide people measurement for the benefit of marketing/ communications In-print On-line In-person
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BPA Worldwide, who are we?
2000 “Brands”, >2500 client/agency members36% of members outside the USA>50% new member applications are non-US>200 Medical (and health) print media
measured and in membership.50 Medical web sites measured and in
membership.ATS and the HCEA events are being audited.
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First member of BPA, a healthcare related title!
Drug Topics
Still published to this day!
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BPA Office Locations & Countries Served: HQ: Connecticut with staff
in Chicago, Tampa and Los AngelesUSA, Brazil, Chile, Columbia, Mexico
Toronto and Montreal:Canada
Beijing:China, Hong Kong, Japan, Malaysia, Singapore, Taiwan, Thailand, Vietnam
London:Europe: Belgium, France, Germany, Greece, The Netherlands, Russia, Spain, TurkeyAfrica: Libya, South Africa, Tanzania
Dubai:Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Oman, Saudi Arabia, United Arab Emirates
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We think of budgets as in two buckets:
Advertising Marketing
+
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BPA’s FunctionTo verify and distribute audience data & provide the
assurance ad and marketing investments are correctly spentTo provide marketers with true quantitative &
qualitative multi – channel dataBPA’s Goal
To help media owners sell more ad space and increase share of marketing spend!To help marketers buy advertising and marketing
services better -- and smarter!
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Cause and Effect:
We can come at my proposition today from several different points of view……but let’s look at three: The consumer. The marketer. The media owner.
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Consumers are increasingly mobile, less loyal, and more schizophrenic (multiple media consumption patterns).
Consumer –Constantly on the move
“Wider Horizons”, PubliGroupeInfluences shaping the future:
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(Hours) 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10
HomeHome HomeHomeTrain TrainOfficeOffice Dinner
NewspaperNewspaper ComputerComputer
MobileMobile
NewspaperNewspaper
MobileMobileComputerComputer
Information News EntertainmentBroadcast Broadcast
The format of any media becomes just a channel of distribution. Media owners are striving to become the provider for the consumers’ content needs, any time, anywhere. (BtoB and BtoC)
Influences shaping the future:
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Generally,“marketing is unable to link many of its activities to either motivating prospects to buy, customers buying more product or making more referrals.Marketing cannot provide strategic advice as to which activities and or programs matter.”
Source: BMA Newsletter, Laura Patterson, Vision Edge Marketing
The Marketing/Media Challenge:What works?
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As a result….
Marketers are no longer loyal to traditional media strategies and are in constant phase of experimentation.To illustrate….GroupM reviews and
considers over 250 media channels in planning campaigns.
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Marketers need to track:Activity Based Metrics # of unique experiences # of leads
Operational Performance Metrics Cost per lead Improve organizational effectiveness ROI or ROO
Outcome Based Metrics Resulting change in share of market
Successful media will be the ones which are readily tracked.
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Multi-media implications
Who is measuring this?What is the measurement technique?
3rd party measurement, to industry agreed standards, is vital to this new ecosystem.
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What is BPA and its media owner members doing about this?
BRAND AUDIT: “Audience access opportunities” via a
media brand.
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Brand Audit
Prove production of each product/channel/frequency of the BrandProve distribution of each
product/channel/frequencyProve audience profile
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Brand AuditKey to success is the
integrated databaseMay exist in a live
integrated environmentMay create the integrated
merge/purge file for the audit
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Raise your hand if you are doing the following on your (physician-focused web-site) media: Collecting Email Matching to a Print Subscriber File Registering Users for gated content Capturing specialty information Validating/Authenticating (3rd party)
Source: R.J. Lewis, President & CEO, e-Healthcare Solutions Network
From your last meeting, May 19th:
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Brand Audit
Brand Audits with integration will show the total number of unique individuals reachedas well as the gross number reached by each channel, whereas the Brand Audit with non-integrated data will only show the grossreached by each channel.
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Brand Audit
In the past, we required membership and audited each channel separatelyToo costlyBeta tested “Integrated Brand Audit” June ’09.
Went live with June ’10.Introduced “Non-Integrated Brand Audit” Dec ’10.The Brand is the member – and we audit all
channelsCost effective integrated rate structure
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Brand AuditAll inclusive pricing – one entry audit fee plus
“pay by as you go” for any additional hours over basic allocation.Number of channels unlimited.So far we have reported: Print/Digital publication, web, email
newsletter, direct mail promotions, webinars, white papers, social media, trade shows, forums, conferences, awards ceremonies, hospitality evenings… If it has a record that can be counted and
checked it can (probably) be reported.
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Brand AuditTo-date 13 released with integrated
databases reporting net unique recipients.(6 repeats for a total of 19)In addition, 2 released based on gross
recipients only.What were 15 members of BPA have become
80 channels of media we are measuring. We are seeing 5 channels on average per
brand. An additional 5 are in progress representing
48 channels.
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What the Brand Reports reveal:
Thus far we note a 32% uplift in proven audience when measuring BRAND vsMAGAZINE only.Prior to the Brand Audit publisher had no
authoritative way to prove their impact in their community.
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Brand Audit, the aim: To help media owners demonstrate they
can deliver their quality editorial content and productions at different times, in different volumes and across different channels that correspond to the marketer’s objectives.
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Or…Prove how your brand can contribute by taking a qualified audience through a client’s marketing and sales communications program.
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Transformation to Brand measurement was initiated with the introduction of web measurement in Sept ’08.
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Web Auditing
BPA, working with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members
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Web Auditing: Core Metrics
Page impressions Unique browsers Number of visits Unique browser
frequency Page impression
duration User session duration Executive summary
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Web Auditing: Process
BPA’s web auditing process requires the placement of a java script tag at the bottom of each web pageWhen a web page is called and loaded,
the tag executes and registers the count in the collector
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Web Auditing: Process
BPA audits both the individual member and Nielsen OnlineMember sites are audited to ensure proper
tagging and exclusion of internal trafficNielsen system is audited by BPA’s
certified CISA audit team
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Web Audits: Analytics are Not Audits
Consider the negative effect of “undercounting”….. 250 sites studied 95% had not tagged every page and of those 20% of pages were untagged.Consider the threat of “traffic generators” that
artificially boost traffic but in irrelevant markets to your brand.Are the web team held to the same level of
internal account as the circ team always were?Is there a level playing field in this medium?
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BPA/NOL Interactive Tool Pre-buy tool populated with
standardized audited activity Transparent 3rd party
measurement solution Reported activity adheres to IAB
Guidelines including filtering for spiders, robots, and internal users
BPA audits placement of tags and NOL’s collection and reporting system
Analytic Toolsvs. Non audited Not vetted Not standardized Measurement tools
managed by site owners Reported activity does not
adhere to IAB Guidelines
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What can be Measured?
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Standard Web Pages Streaming Video Content
Mobile Internet
36NIELSEN HOME PAGE
37LOGIN PAGE - SITECENSUS
38SITECENSUS - CORE
39EXECUTIVE SUMMARY - B-to-BBREAKDOWN BY CHANNEL
40DAILY BREAKOUT – PAGE IMPRESSION
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Daily Email Reports…
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Web Stats Average of 50 Healthcare Sites
Healthcare
Avg. Monthly
Impressions per Site
Avg. Monthly Unique
Browsers per Site
Avg. Monthly
User Sessions per Site
% Change of Unique Browser
Traffic from previous month
January 131,858 33,372 42,625 14.6% February 151,951 48,560 59,593 45.5%
March 149,860 40,039 51,079 -17.5% April 97,198 27,799 35,603 -20.8%
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Growth
670 Sites have signed-up608 are “tagged”303 have opted to “go live”2,268 buyers have registered to use the toolVisit www.bpaww.com to register.
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The early days of digital for our space assumed the righttargets were delivered by virtue of content and subject matterFact: Consumers are clearly a part of our traffic as they are
informed and want to make informed decisions about healthcare as a productClients are moving toward insistence of validation or proof
statement of audience Regulatory may push validation to eliminate consumers from
seeing MD appropriate adsSource: R.J. Lewis, President & CEO, e-Healthcare Solutions Network
From your last meeting, May 19th:
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Qualified User?
Advertiser Demand is Shifting From volume only, to clicks, to who is using the site
Demographic quality is imperative.Next generation audit solutions must provide
the WHO to the WHAT.It must do so by market sector in a comparable
way.
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Survey - Overview
Users continually tracked across sites
Understand survey response by site/categories
Build a custom user profile
Invisible tag
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Site AnalyticsInvisible tag
AutomaticMatching
Survey
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Bizographics – What are they?!
Business demographic statistics on visitor activity across member websites.
IndustryJob Function Seniority
Company Size
Geographic Location
EducationGender
They cover several informational dimensions:
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…but how do they know?Implicit Data:Data drawn directly from the browser.Biggest pool of sources, but limited usefulness.
Explicit Data:Information provided by member sites called Data
Providers.Smaller pool, but the most valuable, quality information.
Default Data:Defaults set for sites with homogeneous visitor
population.Raises the question of certainty, but they are tested first
to be sure.
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Introducing:
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Audited Compliance to Standards:
Ad NetworksCOUNTERAngie’s List
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Ad Networks:
The system review is conducted in accordance with:the IAB’s: Interactive Audience Measurement and Advertising Campaign
Reporting and Audit Guidelines. Rich Media Measurement Guidelines. Digital Video Measurement Guidelines.
and BPA’s standards for comprehensive information system controls and risk management.
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Ad Networks:
Ad TechAppNexusBizoBurst MediaInfinitySmart AdserverMorningstar
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Librarians want to understand better how the information they buy from a variety of sources is being used.
Publishers want to know how the information products they disseminate are being accessed.
An essential requirement to meet these objectives is an agreed international set of standards and protocols governing the recording and exchange of online usage data.
The COUNTER Codes of Practice provide these standards and protocols and are published on its website.
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www.angieslist.com/howitworks.aspx
“Our data is certified. Before they're posted, all reviews are checked in order to guard against providers and companies that try to report on themselves or their competitors. This process was reviewed and approved during a 2009 audit by BPA Worldwide.”
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What about Lead Management?
The multi-media world presents opportunities to media owners and marketers but it is challenging to know what works.
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Generally,“marketing is unable to link many of its activities to either motivating prospects to buy, customers buying more product or making more referrals.Marketing cannot provide strategic advice as to which activities and or programs matter.”
Source: BMA Newsletter, Laura Patterson, Vision Edge Marketing
The Marketing/Media Challenge:
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Marketers need to track:Activity Based Metrics # of unique experiences # of leads
Operational Performance Metrics Cost per lead Improve organizational effectiveness ROI or ROO
Outcome Based Metrics Resulting change in share of market
Successful media will be the ones which are readily tracked.
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“The sales funnel is fueled by leads. It depends on a cascade of conversions that must be managed effectively to generate business: from inquiry to lead to qualified lead to opportunity to sale.”
Eloqua Corp ‘09
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Does the marketer have the sophistication to track a qualified audience through their marketing and sales communications program?
Or when leads fail to convert
to sales, does the media get
blamed?
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Lead Management Audit:
Do marketers have defined documented and agreed upon marketing and sales processes?Are these up to standard with best
business practices?Who is checking?
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Lead Management Audit
Take best practices as established by an industry body, e.g. CMO Council or Sales Lead Automation Association (SLMA).Assess compliance with best practices.Report to client how well they perform
against standards and benchmark data.Drive continuous improvement.
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Conclusions: We are shifting focus from a print-centric to
a multi-platform service. We are offering an expanded range of
services to our existing member bases. We will continue to increase the demand for
good measurement data. We are broadening our offerings to address
marketers’ continued demand for more accountability.
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Conclusions:
Innovation is at heart of our strategic planning.Our Board and members constantly push us to
answer “what’s next?” and gives us some freedom to develop.Understanding technology is key. If we can
“imagine it” its usually already invented and patented.Our job is to see how it might be used in the
market and how it can be accounted for by media houses, agencies and marketers.
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Call to Action:
Get your site tagged and reporting in the system.Start planning for your first Brand Audit
report.Use buysafemedia.com as a training tool
and an information resource to advertisers who are buying unaudited media.
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Reporting Digital Copies
