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vCE Webinar | 10 May 2012

Mike Shaw Director, Marketing Solutions


@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

Q&A

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