2010 Measurement Workshop

Josh Adler, DMMA Head of Measurement

CEO, PREFIX@joshprefix

Formerly known as the…

Introduction

Why am I here?

It’s dark in here….

THE LIGHT

1.Online advertising is less than 15 years old.

2.Ability to measure everything complexity.

3.Digital sales has become about statistics.

4.ZA planners have it relatively easy.

5.ZA publisher’s tied to impression-based rate cards

6.Measurement is going to get more complex; before it gets simpler.

TIME TO THINK FOR OURSELVES

TIME WITH ME

1.DMMA Measurement Status

2.I-COM Report

3.Vendor Review

4.Q&A

Why was the DMMA (OPA) founded?

Same challenges in 2003 as today.

• Different methodologies

• Different metrics / interpretations of metrics

• Young industry / immature precedents

• Media planning and selling is complex

So, you create a common currency

So, what do we do?

1.Use common metrics and enforce standards

2.Use a single vendor; or handful of vendors

3.Educate and Educate some more…

STATUS: DMMA?

1.Stable ranking metrics (UB’s, PI’s, TOS)

2.Large, diverse membership

3.Central planning tool (MI)

4.Growth in mobile-specific measurement

5.Increased use of 3rd party Web Analytics

STATUS: DMMA?

1.Education still needed (eg. UB’s vs People)

2.Audience Measurement vs Web Analytics

3.Still considered “grudge spend”

4.Not enough measurement skills

5.Little available training.

6.Little self-education.

STATUS: WORLD?

http://confblog.i-com.org

Andreas: Head of ICOM

Andreas: Head of ICOM

Geoff & Magid:

Keynotes

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WHY GO?

1.See the latest offerings in audience measurement.

2.Meet with all the measurement vendors

3.Gain clarity on where measurement is heading over the next few years.

4.See how other “DMMA” organizations are set up and approach measurement

5.Decide how best to approach a Vendor Review

WHY GO?

POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS

Geoff Ramsay 1: The market is BUSY. There are hundreds of ad-serving/measurement service providers and systems that sit between advertisers and consumers. It needs to consolidate.

Geoff Ramsay 2: Metrics are too complex for big brands. Until we can simply provide reach, frequency and GRP’s, we will not attract major brand advertisers.

WHY GO?

POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS

MAGID ABRAHAM 1: The click is the wrong metric, less people clicked on ads in 2009 (16%) vs 2007 (32%).

MAGID ABRAHAM 2: People who click are the least desirable to advertisers and tend to have lower incomes.

JOSH’S KEY INSIGHTS FROM ICOM

1.Measuring audience is different from measuring advertising effectiveness.

Audience = rankings; reach; demographics;

= Planning tools like Nielsen’s MI

Effectiveness = Did it work?

= Ad-serving platform

= Clients’ web analytics

2. Audience Measurement ≠ Web Analytics

• Web Analytics – use whatever you like (SiteCensus, Google, Omniture, Other)

• BUT – do NOT compare your “audience” data from your analytics with “audience” data from MI.

• The DMMA’s job is to provide Audience Measurement (traffic + demographics) to promote fair spend.

JOSH’S KEY INSIGHTS FROM ICOM

3. Targeting will become the key…

• Effective targeting will:

• Bring big brand spend online

• Increase CPM’s for media owners.

• Reduce wasted inventory

• Require ad-serving platforms to talk to audience measurement platforms

• Make the next few years very interesting, and challenging

JOSH’S KEY INSIGHTS FROM ICOM

4. The metrics will evolve

• Paid search was easy to get right under current metric regime.

• The “click” was a disaster for brand advertising

• Cookies will become increasingly difficult to call “people.”

• Smart people are working on the challenge.

• Stick to the basics for now.

JOSH’S KEY INSIGHTS FROM ICOM

5. Don’t forget the major battle

• Helping people spend online is easy for our industry.

• Its getting them to put more budget into digital in the first place that remains our primary challenge.

JOSH’S KEY INSIGHTS FROM ICOM

6. We have it easy

• Central planning / measurement tools

• No audits

• Wide adoption

• Buy-side / Sell-side under one umbrella

• Active organisation and leadership

JOSH’S KEY INSIGHTS FROM ICOM

TIME TO THINK FOR OURSELVES

SOAP BOX• The digital measurement industry is immature.

Deal with it.

• Do not blame statistics for your ability to sell or buy advertising effectively. They simply tell the truth.

• We will always have relatively small inventory in SA. Again, deal with it.

• Tell stories around the data; use insights supported by facts.

• Publishers: Innovate your rate cards to derive better value.

• Buyers: Ask better questions. Squeezing CPM’s = bad

• The medium isn’t the problem; it’s the business model(s)

PORTFOLIO UPDATE: VENDOR REVIEW

Goals

- Enforce best practice; 3-year review cycle;

- Ensure measurement is affordable;

- Ensure measurement is trusted;

- Ensure service suits our unique market;

- Ensure we are using the best of what the world has to offer;

- Ensure we grow digital advertising spend;

EDUCATION

Empower yourself

- These workshops are great.

- The Blog is regularly updated. (blog.opa.org.za)

- Ask Nielsen; they are here to support you

THANK YOU

Twitter: twitter.com/joshprefix

LinkedIn: za.linkedin.com/in/joshadler

OPA / DMMA Blog: http://blog.opa.org.za/topics/measurement/

My websites: www.prefix.co.za / www.pmailer.co.za