Viewability: Una mirada desde la perspectiva de comScore, mayo 2014

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Camino a Una Medición Digital

con Sentido Cómo Aprovechar Viewability a Favor de los Anunciantes. Una mirada

desde comScore

Iván Marchant | VP Sales, México

Mayo, 2014

http://www.facebook.com/comscoreinc

https://twitter.com/comScoreLATAM




mailto:[email protected]

© comScore, Inc. Proprietary. 2

comScore Turning Big Data into Powerful Insight

2 Million Person Panel

360°View of Person Behavior

CENSUS

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology

1 Million Domains Participating Adopted by 80% of Top 100 Global Media Properties

PANEL

PERSON-Centric Panel with

WEBSITE-Census Measurement

Web Visiting & Search Behavior

Online Advertising Exposure

Demographics, Lifestyles & Attitudes

Media & Video Consumption

Transactions

Online & Offline

Buying

Mobile Internet Usage & Behavior

PANEL

+5 Million

TV Set Top

Boxes for

3-Screen

Measurement


comScore’s History of Innovation Establishes More Value

for Digital Ads in Mexico

Video Metrix®

Video

Measurement

Validated

Campaign

Essentials™

BSL

Advertising

Validation

Ad Metrix®

Display

Measurement

Digital

Analytix®

Enterprise

Analytics

Cross-Platform

Measurement

Mobile

Metrix®

Mobile

Measurement

2010 2011 2012 2013 2014 Future Media Metrix®

Audience

Measurement

2005




con Sentido

How better measurement can bring more brand advertising to digital

Paul Goode | SVP Marketing APAC, LATAM, EMEA

Mayo, 2014







© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 5

The Evolution of Digital Advertising:

Whither the Click?


The digital mistake that undervalues display advertising


‘The click’ not an appropriate measure of online

advertising effectiveness

84%

8%

52%

15%

4%

26%

18%

4%

22%

67%

% Internet Pop % of Clickers % of Clicks

Heavy Moderate Light Non

Source: comScore, Natural Born Clickers (US), March 2009


The Studies

200+ comScore studies

conducted in the U.S. to assess

behavioral impact of paid search

and online display ads.

Analytical design: Exposed vs.

Unexposed panelists

Journal Of Advertising Research (2009)

Site visitation

Trademark Search

Queries

On & Offline Sales

The Results

Even with Click Rates of Only 0.1%,

Display Advertising can Lift:

© comScore, Inc. Proprietary. 9 comScore Action Lift Study in 2010

Latent Impact of Online Display Advertising


Correlation Analysis

Negative pattern between Sales Lift per

Household and CTR (i.e., as CTR increases,

sales decrease)

R2 = 0.039

Regression analysis indicates this

relationship is not statistically significant,

therefore there is no significant relationship

between CTR & Sales

No significant relationship between CTR & offline sales lift

$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

0.00% 0.20% 0.40% 0.60% 0.80%

Sale

s L

ift/

HH

in

$

CTR


Conclusions

Exposure to display ads doesn’t just

impact online sales – it lifts in-store

sales as well

The absolute dollar lift in offline sales

is 5x higher than the lift in e-commerce

sales

The click is misleading as a measure of

campaign effectiveness

Display ads can lift retailer sales – both online and offline

Dollar Sales Lift Among Households

Exposed to Online Advertising

+17%

Lift

+27%

Lift

© comScore, Inc. Proprietary. 12 comScore & Association of Online Publishers Study in the UK in Jan 2012

Original Content Sites Outperform on Latent Impact

Lift in advertiser-brand search term usage Lift in advertiser site visitation



UK Case Study Today


UK Ad Spend


IAB UK: The UK Digital Media Mix (% Share of Revenues

2013)


IAB UK: Banners plus Embedded Formats plus Video =

92% of digital display


IAB UK: Mobile Ad Spend


IAB UK: Brand Advertising online is 17% of total


INGREDIENTS OF DIGITAL SUCCESS IN THE UK

1. DEREGULATED MARKETS & COMPETITION IN INTERNET ACCESS & MOBILE

2. ENGLISH SPEAKING, EUROPEAN HQ FOR US INTERNET & MEDIA COMPANIES, SIZE/ GDP

3. LONDON - MEDIA & ADVERTISING HUB, ATTRACTING GLOBAL TALENT

4. NO ADS ON BBC TV. NUMBER OF TV ADS LIMITED ON COMMERCIAL CHANNELS

5. OPENNESS, IAB UK, MEDIA MEASUREMENT, DESIRE TO LEARN WHAT IS NEXT



From Direct Response to Branding


Chapter 1

Publisher

BRAND PERFORMANCE

Media Buys planned on known publishers; Seductive power of the click

Advertiser

Agency

Advertiser

Publisher

Publisher

AD SERVER

TRADING

CURRENCY


Chapter 2

Publisher

BRAND PERFORMANCE

Planning tools report people & more sites. Not aligned to trading currency

Advertiser

Agency

Advertiser

Publisher

Publisher P

LA

NN

ING

CU

RR

EN

CY

AD SERVER

TRADING

CURRENCY


Chapter 3

Publisher

BRAND PERFORMANCE

Ad networks/exchanges loss of control on where ads run. Content matters

Advertiser

Agency

Advertiser

Publisher

Publisher

NE

TW

OR

KS

&

EX

CH

AN

GE

S

? P

LA

NN

ING

CU

RR

EN

CY

AD SERVER

TRADING

CURRENCY


Chapter 4

Publisher

BRAND PERFORMANCE

Programmatic + data offer promise to buy audiences, not media proxies

Advertiser

Agency

Advertiser

Publisher

Publisher

NE

TW

OR

KS

&

EX

CH

AN

GE

S

PLA

NN

ING

CU

RR

EN

CY

Programmatic &

1st & 3rd PARTY

DATA

AD SERVER

TRADING

CURRENCY


Chapter 5

BRAND PERFORMANCE

Person-based trading metrics with viewability and audience guarantees

Advertiser

Agency

Advertiser

TV GRPs

Publisher

Publisher

Publisher

PRINT GRPs

DIGITAL vGRPs


Chapter 6

BRAND PERFORMANCE

Cross media alignment with comprehensive marketing mix models

Advertiser

Agency

Advertiser

TV

Publisher

Publisher

Publisher

PRINT

DIGITAL


Digital Scarcity:

Preventing unlimited impressions

© comScore, Inc. Proprietary.

… price is regulated by the proportion between the

quantity brought to market, and the demand of

those who are willing to pay… - Adam Smith

‘The Wealth of Nations’, 1776


Quantity

Where supply meets demand

everything sells.

Demand Supply Price


Price

Quantity

Increasing Demand at Steady Supply:

Price Increases

Supply Demand


CPM

Impressions

When supply is constrained,

price is extremely

sensitive to demand.

Price

Quantity

Supply Demand


… with more marketing dollars coming

online, CPM will go up, right?


The supply and demand model has two requirements:

Supply & Demand are Independent

Supply is Resource Constrained


Media Market Examples

Ad Medium:

Constraint:

Scarcity:

Ad Pricing:

Network TV

36 spots per hour,

5 hours per viewer = 180 spots

Increasing


Media Market Examples

Ad Medium:

Constraint:

Scarcity:

Ad Pricing:

Inventory sold through Display Exchanges

None! Cost are negligible,

ad space is virtually unlimited.

Declining


Price

Quantity

If demand increases, but supply is unconstrained

Price Does

NOT Increase!

CPM

Impressions

Supply

Demand


The Problem

Counting unlimited served

impressions hurts advertising economics.

The Solution

Introduce Digital Scarcity to the system.


Achieving Digital Scarcity

Only count impressions that reached a real user and had a chance to make a real impact.


Improve reporting of ad exposure

Bolster confidence that ads delivered are actually viewable:

50% of pixels in-view for 1 secs for non-video ads

50% of pixels in-view for 2 secs for video ads (preliminary MRC)

Making Measurement Make Sense (3MS) Mission


Viewable Transacting is now here in USA and UK.


Market does currently price quality inventory correctly

Little correlation between In-

View rates and CPMs

Little correlation between

success of demographic

targeting & CPMs


“We recognize that the move to viewable is rattling many businesses to

their cores. Publishers need to adjust the very constitution of their

operations to manage this important currency change…For publishers, it

means being ready to satisfy marketer demand for viewable impression

transactions by the end of [2013].”

Bob Liodice – President and CEO, Association of National Advertisers


What’s Normal?

In-Target Benchmarks

The latest data from comScore validated Campaign Essentials™


In-view

Correct geography

Brand safety

Non-human traffic

In-target audience delivery


Multitude of US campaigns

200 billion impressions

Rolling 12-month period

Display and video campaigns

Diverse set of advertisers as well as publishers and ad networks

Range of brand-building and direct-response objectives

vCE Benchmarks

Industry benchmarks are an important guidepost BUT they shouldn’t be used as the only

indicator of delivery performance.


In-Target: 100% isn’t Realistic

Demographic

data becomes

outdated

Not all

registration

data is accurate

More than 60%

of computers are

shared, so cookies

can show ads to the

wrong person

Some targeting

infers demography

based on content

consumption


In-target delivery varies

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly

by publishers and ad networks. **Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health

associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.



*Target audience is categorised based on the primary target selection in vCE, which is self- designated during campaign set-up.



*Target audience is categorised based on the primary target selection in vCE, which is self- designated during campaign set-up.


A targeting Efficiency Index can also help you set

expectations

It compares in-target delivery to the prevalence of that target on a site,

based on data from comScore Media Metrix®

Females 18- 49

35% in-target

28% composition PVs

Targeting

Efficiency

Index

X 100 = 125


What’s Normal?

In-View Benchmarks

The latest data from comScore validated Campaign Essentials™


In-Target: 100% isn’t Realistic

User leaves page before

1 second User’s browser isn’t

on full-screen setting

Non-human traffic drives

up impression counts,

when a person never

actually saw the ad


Viewability: there is no such thing as normal

1000s of campaigns

290 billion impressions

Mix of advertisers

& publishers

54% 46%

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly

by publishers and ad networks. **Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health

associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.

© comScore, Inc. Proprietary. 54 Source: comScore validated Campaign Essentials 2012-13, global

Premium defined by Ad Metrix as having average CPM above USD $5, and monthly ad revenue above $100,000

Premium Publishers Boast Higher Average In-View Rates

53%

31%

Premium Sites

Overall viewable

46%

Networks & Exchanges


“At Kellogg’s we have tripled our digital marketing spend over the past few

years …One of the key factors justifying this shift is the ability to measure

every impression – from viewability to targeting effectiveness”

Matt Pritchard, European Digital Director at Kellogg Company


Advertisers get huge return from increasing viewability

Sales Lift Index: In-Store Sales Lift Indexed to 100 for

Less Than 50% Viewability of Impressions

100

175

Less Than 50% Viewability At Least 70% Viewability

A 40% increase in

viewability drives a

75% increase in in-

store sales lift for

Kellogg’s


Campaign delivery monitored and optimized in-flight

In-Flight Optimization (Publisher Cost & Effectiveness)

Using comScore Campaign Essentials

Publisher Avg

Freq. In-target In-view

Lift in

Awareness CPM

1 3.5 24.5% 83% 5.74 $2.44

2 3.0 16.9% 91% 0.55 $9.08

3 8.4 23.5% 71% 0 $8.62

Share of Ad

Spend to be

allocated


Driving rapid gains in ROI

Increase in ROI from Improved In-Flight Targeting

Brand 1 ROI Brand 2 ROI


“I can see this is a great tool for the

buyers, but what about the sellers?”


Introducing validated Media Essentials™

Audience (in future)

Viewability

Engagement

validated Media Essentials™ provides media sellers with the insights they need to

evaluate ad inventory across their site or network of sites


With vME™, you can evaluate your inventory in a variety

of ways

Ad

Slot

3

Ad Slot 4

Ad Slot 1 Ad

Slot

2

News Section

Business Section

Sports Section

Locations on a web

page that represent

available inventory

Ad Slot

Aggregations of similar

ad slots, often based on

sections of a site or

channels of advertising

inventory

Site Section

12

0X

60

12

0X

60

12

0X

60

Creative Size

Aggregations of ad

slots by creative size

Custom reporting dimensions – such as Traffic Source, Campaign ID, Creative ID or other client-defined

segments – are available as an add-on to the standard vME offering.


Designed specifically for media sellers, vME™ helps you

make important decisions about your inventory

Create custom packages and sponsorships to

differentiate offering in competitive selling

situations

vME enables you to…

Re-evaluate site design, sales strategy and overall

approach to packaging and pricing

Leverage OneCall API to plug data into

inventory management systems

Inventory Management

Leverage reports in vME interface to evaluate

pricing and packaging

Ad Sales & Operations Teams

Quickly find the highest performing ad slots for

proposals


Using the same methodology as vCE provides consistency between

inventory performance and campaign performance evaluation

viewability

geography

non-human traffic

engagement

AD VALIDATION

A single ad tag is appended to

every ad slot to provide complete,

census-based measurement

Independent Doesn’t rely on sampling approaches

Aligned Uses the IAB definition for viewability

Census Provides complete measurement, including

most cross-domain iframes

VIEWABILITY


• How is my inventory trending?

• What is my most viewable inventory?

• What is my most engaged inventory?

• What inventory gets the most PC traffic?

• What percent of impressions are in my primary country?

• How measureable is my inventory for viewability?

• How well does my inventory perform by creative size?

Intuitive reports enable you to answer questions specific

to your business needs


Premium publisher uses vME viewability data to revise

baseline pricing Measurement

Goals Incorporate viewability into baseline pricing for ad slots

Pricing of tiers now aligns with viewability averages

so price matches value

Initial

Pricing

CPM:

£4

Revised

Pricing

Ad Slot 1

CPM: £6

Ad Slot 2

CPM: £4

Ad Slot 3

CPM: £1.60

Publisher changes pricing

based on vME data

Ad Slot Viewability

1 75%

2 50%

3 20%


Premium publisher uses vME to optimise site Viewability Measurement

Goals

Identify high- and low-performing ad slots Eliminate or redesign low ad slots to improve average viewability

vME delivers viewability data for every ad slot

Ad Slot 2

View =

55%

Ad Slot 3

View =

25%

Ad Slot 1: View = 50%

Ad Slot 4: View = 20%

Ad Slot 3

View =

60% Improve the viewability

(and revenue!) from

low-performing ad slots


What’s next?

Working to Make the Process More Automated for Media Sellers

Tag Ad Slots

Measure ad slot performance across site

vME Reports

Analyse packaging and positioning opportunities

OneCall API

Retrieve data for inventory planning to forecast and book based on viewability

Automation

Seamlessly integrate vME data into inventory management systems and ad servers


The Process: RFP’s & Proposals

Best practices for outlining campaign goals, setting expectations and eliminating painful post-campaign

renegotiations


Managing the upside is all about your knowledge


Audience Considerations


RFPs and Proposals should clearly articulate audience

delivery expectations

Absolute number

of impressions in-target

Percent

of impressions in-target

There are two common ways to buy and sell audiences:


Steps you can take during the negotiations process

Be sure to determine:

• Audience delivery requirements and target audience based on industry

data/thresholds

• Expectation of delivery and thresholds

• Measurement solution for optimization and invoicing

• How impressions that cannot be measured will be invoiced


There will be situations where audience delivery data is

not available

NOT ENOUGH IMPRESSIONS WERE

SERVED:

Pay based on the

overall in-target

percentage of the site

MOBILE IMPRESSIONS:

Pay based on the overall

in-target percent for

impressions delivered and

measured via desktop

Common ways to approach such situations:


Viewability Considerations


There are two routes buyers and sellers take when it comes

to evaluating campaigns based on viewable impressions

Require a minimum percentage of ads to

be viewable

Only buy/sell impressions that are

viewable

$

“I want to deliver 1 million ads

but I will only pay for the ones

that are viewable.”

“You must prove to me that 50%

of the impressions are

viewable.”


Sometimes viewability cannot be assessed, such as when delivery

occurs on certain types of video and mobile or for technical reasons

Common ways to pay for missing impressions:

Apply overall

rate of

viewability

for non-

measurable

impressions

Use vendor who can project

viewability on non-

measurable impressions

Pay 0% for all ads where

viewability cannot be measured

Pay 100% for all ads where

viewability cannot be measured


There are other ad delivery dimensions that should be

addressed during upfront negotiations

FREQUENCY: What is the frequency goal? How should excessive frequency

be managed and invoiced?

GEOGRAPHY: What is the expectation for geographic delivery, and how,

if at all, will an ad delivered outside of the geographic region be invoiced?

BRAND SAFETY: What are the ad blocking and alerting parameters?

How will blocked impressions be invoiced?


Once the IO is signed, the campaign can be actively

managed

Here are some steps you can take to ensure proper campaign management

• Evaluate delivery early in the campaign to confirm tagging was correctly

deployed

• Watch for situations where a high number of impressions cannot be

measured for viewability

• Watch for situations where audience data is not reportable

• Optimize delivery at the placement-level to meet performance delivery

objectives


“How can you measure smaller

campaigns and placement level

demos?”


In-view

Correct geography

Brand safety

Non-human traffic

In-target audience delivery


Audience Module Leverages the Accuracy of the comScore panel

with demographic data from multiple partners to report at scale

Unified Digital

Measurement™

comScore

Panel

comScore

Census

Network

Partner Demo

Data


vCE 2.0: Panel Amplification using Census-level Demographics

comScore

panel Partner

C

Partner

B

Partner

A

comScore

panel

Partner

A

STEP 1: Establish

Partner Demographic

Alignment for Each Partner

STEP 2: Use Census-level Demographic

Observations for a Campaign to predict

panel measurements


comScore and Google Partner to Offer Actionable

Audience Metric for Brands

EASE OF USE

Media buyers/sellers

will get third-party measurement

of campaigns with a single click

CROSS-SCREEN

COMPARABILITY

AT SCALE

Neutral reach, frequency and

GRPs will be available to clients

for real-time comparability to TV

NEUTRALITY

Having neutral data from vCE in

DoubleClick will enable

buyers/sellers to

act on insights

comScore vCE to be available to all DoubleClick customers for

measurement of display and video campaigns across screens,

including mobile. Data Science Collaboration for scale & quality


Yahoo and comScore Partner to Expand Global Access to

Ad Measurement

IMPROVED WORKFLOW

Media buyers gain near real-

time access to vCE campaign

optimization metrics within

their existing Yahoo workflow

SCALABLE REPORTING

vCE enhances reporting scale

based on high-quality

anonymized audience data

from Yahoo

GLOBAL ACCESS

Use of Yahoo global

demographic data means an

accelerated global rollout of

vCE 2.0, enabling cross-

border campaign

measurement

comScore vCE to be Available to Yahoo Advertising Clients,

Providing TV-Comparable Metrics on Video, Display and

Mobile Ads


comScore has several other integration partners

(Formerly MediaMind)


Buyers are interested in making deals based on comparable metrics and digital, as share of

media spend is increasing.

All major agency groups are adopting vCE


And in Mexico?


“El CIM está comprometido con el concepto de Viewability, al igual que cualquier otro

estudio de medición de audiencias, en trabajar para definir los estándares aprovechando

los aprendizajes y prácticas internacionales, privilegiando el punto de vista de la industria

mexicana asesorados por sus expertos en la materia, así como promover la realización de

auditorías por entidades reconocidas internacional o localmente.”

David Fierro, Presidente, Consejo de Investigación de Medios


• Question 1: Are there problems measuring viewability in countries as Mexico with slow

internet speed connections?

• Question 2: Are there problems measuring viewability in older PC’s?

• Question 3: What happens with Mobile: smartphones and tablets?

• Question 4: What happens with the computers with older versions or without Java Script?

• Question 5: How viewability is measured in computers with shared internet access (café

Internet)

Some questions from the Mexican Industry…


Moving from clicks to viewability has boosted value of publishers’ digital advertising

In-flight campaign optimization of viewability, targeting and frequency is being

demanded by advertisers and promises to accelerate the shift of branding ad

spending to digital

It can be expected that Publishers’ CPMs will increase as advertisers realize the

benefits of improved visibility and increased sales lift

comScore vCE and vME provide viewability-based services to advertisers and

publishers designed to deliver additional value to both parties

The future of media planning and analysis requires cross-platform measurement at

the device, content and campaign level

Key Takeaways



¡MUCHAS GRACIAS!


con Sentido Cómo Aprovechar Viewability a Favor de los Anunciantes. Una mirada

desde comScore





