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Section Title Next-Generation Campaign Validation & Optimization:
A Sprint Case Study
Victor Silva Andrea Molette
In 2007, comScore’s First Post-Buy Analysis Across 8 Digital US Campaigns Showed Execution Left a Lot to be Desired …
Percent of Ad Impressions for 8 Campaigns
In US But Not Target Hit Target Frequency >=5
Hit Target Frequency <=4
Outside US0%
10%
20%
30%
40%
50%
60%
70%
61%
8%19%
12%
X
Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital
Source: comScore 2011
Cookies Are Not People
Cookie Proliferation
Accuracy of cookie-based digital plan delivery is problematic:
Cookie Deletion
Some Things We’ve Learned About Digital Media Plan Delivery
• The negative impact of cookie deletion– Cookie deletion inflates ad frequency and deflates ad reach by as much as a factor of 2.5X
• Targeting accuracy using cookies:– 70% for 1 demo (e.g. women)– 48% for 2 demos (e.g. women age 18-34)– 11% for 3 demos (e.g. women age 18-34 with kids) – 36% for behavioral targeting (e.g. people visiting travel sites)
Cookies Can’t Accurately Identify Who is Using a Computer at any Given Point in Time due to Multiple Users
Over 64% of home users share a computer with other users
30% of the time, someone other than the
Facebook logged-in person is actually using
the computer
Cookie Deletion is a Global Reality …and a Global Challenge
Ad Server Cookies
CountryPercent of
computers deletingAverage # of cookies per
computer for same campaign
Australia 37% 5.7
Brazil 40% 6.6
U.K. 35% 5.9
U.S. 35% 5.4
Accurately counting reach with cookies is not possible, yet is currently the method used in most ad servers and analytics systems
Arguably the Most Important Digital Advertising Initiative To Date: 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 visible
What is a vGRP?
• validated Gross Rating Points (GRP) based on validated impressions delivered to the Total Census Population for selected Geographic Market, or 100 * % Pop Reach * Average Frequency for the reporting period
• Comparable to GRPs used in television because it used the same calculations
• vGRPs must:– Deliver in the target geography– Not be fraudulent deliveries– Be in brand safe content– Be viewable– Hit the target audience
vGRP can provide more accurate analysis of campaign effectiveness in Marketing Mix Models
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GRP: Negative Corre-lation
vGRPSales
Month 1 Month 20
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vGRP: Positive Correlation
GRPSales
CHANGING HOW THE WORLD SEES DIGITAL ADVERTISING
vCE US Charter Study:12 Major Branded Advertisers Came Together to Lead & Learn
Allstate
18 campaigns2 billion impressions 400,000 sites
15 campaigns640 million impressions 213,000 sites
Charter Study replicated in Europe with similar results
Study Objective
Quantify incidence of sub-optimal ad delivery across key ad delivery dimensions…
… to better understand sources of waste and identify opportunities to extract more value for all players in the online advertising ecosystem
Importantly, all impressions in the study were delivered in iframes, including the notoriously difficult-
to-measure cross-domain iframes
website
adwebsite
ad
website
ad
Same-domain iframe(friendly)
61+% of iframed ads
use this method
Cross-domain iframe(un-friendly)
Directory on site
Across all campaigns, the average in-view rate was 69%, meaning 3 out of 10 ads weren’t seen
Percentage of Ads In-View by Campaign
vCE Charter Study: In-View Rates Need to Be Improved
Campaign In-View ad rates ranged from: US 55% to 93% EU 64% to 72%
US69% AVERAGE
67% AVERAGE
EU
In-view rates by site ranged from 7% to 100%, suggesting the importance of validation across all sites
Percentage of Ads In-View by Site
Large sites scored better than long-tail sites
Percentage of Ads Served In-View
77% 74% 70%61%
66% 63% 61% 55%
US EU
The Classic Leaderboard delivered the strongest in-view rates but there was significant variance across all sites with a range of
7% to 93% using this size
Percent of Ads Delivered In-View by Ad Size
one potential cause?
the relationship between ad sizes and their typical
placement on a web page
Digital Ad Economics: The Good Guys Aren’t Necessarily Winning
Low correlation of In-View Rates & CPM
An equally as weak correlation was also observed between CPM and ability to hit a primary demographic target
R²=0.0373
On a campaign-by-campaign basis, one performed flawlessly, while another delivered 15% of its impressions to
the wrong geography
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
Of those ads delivered outside of their target, a good portion of them landed in countries where English is
not even the primary language
% of Ads Delivered to Geographic Market Among All Impressions Delivered Outside of N.A.
Brand safety should be of the utmost importance to advertisers. Even one poorly delivered ad can leave a very bad impression
Percent of Campaigns with Impressions Delivered Next to Content Deemed “Not Brand Safe”
The Above-the-Fold Myth?
source: comScore vCE charter study
Above-the-fold in-view rates ranged from 48% to 100%
Some Below-the-Fold ads are actually premium inventory
Below-the-fold in-view ranged from 3% to 67%.
source: comScore vCE charter study
There is good news for advertisers and publishers
Analogous to TV audience guarantees Eliminating unseen online inventory supply results
in: More effective / efficient campaigns and less waste for
advertisers More accurate metrics for market mix models Better proof of digital ad effectiveness
Increased transparency/accountability means increased confidence in digital
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