@comScoreEMEA Changing How the World Sees Digital Advertising
1 Brandings Digital Challenge
2 Quantifying the Problem
3 Kelloggs Solution
In 2007, comScores First Post-Buy Analysis Across 8 Digital US Campaigns Showed Execution Left a Lot to be Desired Percent of Ad Impressions for 8 Campaigns 0% 10% 20% 30% 40% 50% 60% 70% In US But Not Target Hit Target Frequency >=5 Hit Target Frequency <=4 Outside US 61% 8% 19% 12% X Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital
Cookies Are Not People Cookie Proliferation Accuracy of cookie-based digital plan delivery is problematic: Cookie Deletion Cookies Cant 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
1 user 36% 2 users 32% 3+ users 32% Cookie Deletion is a Global Reality and a Global Challenge
Ad Server Cookies
Country
Percent of computers deleting
Average # 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
to better understand sources of waste and identify opportunities to extract more value from digital advertising budgets comScore has now quantified incidence of sub-optimal ad delivery across key ad delivery dimensions
vCE US Charter Study: 12 Major Branded Advertisers Came Together to Lead & Learn
Allstate 18 campaigns 2 billion impressions 400,000 sites 15 campaigns 640 million impressions 213,000 sites Charter Study replicated in Europe with similar results 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% US 69% AVERAGE 67% AVERAGE EU 7% 69% 98% MINIMUM AVERAGE MAXIMUM 0.2% 63% 100% MINIMIUM AVERAGE MAXIMUM In-View ad rates across Top 500 US sites In-View ad rates across top 100 EU sites vCE Charter Study: Opportunity for improvement at the largest sites
seconds average by site category 8.0 seconds 26.3 seconds
In-view duration vCE Charter Study: In-View Duration Rates Not Consistent Large sites scored better than long-tail sites
Percentage of Ads Served In-View 77% 74% 70% 61% 66% 63% 61% 55% US EU Digital Ad Economics: The Good Guys Arent 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 R=0.0373 vCE Charter Study: Ads Often Fall Outside of Desired Geography About half of geographic waste was not only out of target but also out of language US 4% of ads were served outside geography. Up to 15% of ads on a given campaign 7% of ads were served outside geography. Up to 27% of ads on a given campaign EU vCE Charter Study: Ads Often Served in inappropriate brand content 72% and 67% of US and EU campaigns had impressions served in inappropriate brand content US 92,000 people In the US 21,000 people In the EU EU Limited number of people, but big potential negative impact vGRP can provide more accurate analysis of campaign effectiveness in Marketing Mix Models 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 90 100 Month 1 Month 2 GRP: Negative Correlation GRP Sales 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 90 100 Month 1 Month 2 vGRP: Positive Correlation vGRP Sales There is good news for advertisers, agencies 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 . leading to more branding ad spending moving online
Using Data to Solve Digitals Problem Visibility measures are enriching our KPI analysis Kelloggs is participating in the first ever Validated Campaign Essentials study outside the U.S. with two U.K. based campaigns Impressions Impressions Avg. Frequency % In View Targeting Index % on Target Total Campaign Total Campaign Campaign Total 116 30.3% 3.1 72% Publisher 1 76 19.9% 3.9 67% Publisher 2 94 24.7% 1.9 64% Publisher 3 93 24.5% 2 74% Publisher 4 147 38.6% 7.8 70% Publisher 5 191 50.0% 2.4 87% Where We Are Going: In-Market Optimization at a Campaign Level Based on Cost and Effectiveness Opportunity to optimize - Budgets follow performance Multiple publishers, each with high reach potential Wide variance in performance observed real-time Brand X - Q3/Q4 Media Partner Avg Frequency Impressions in Target Impressions in View CPM 1 3.5 24.5% 83% $2.44 2 3.0 16.9% 91% $9.08 3 8.4 23.5% 71% $8.62 holistic single tag people-based measurement cross-media comparability complete in-view measurement The Future in Focus
For more information: Visit www.comscore.com/vCE Email mshaw@comscore.com