brandslab media value session 4 | verification - viewability, fraud & brand safety
TRANSCRIPT
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Verification – Viewability, Fraud,And Brand Safety
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Presenters
DIGITAL ACCOUNT MANAGER
LAURIE SHINBAUMHEAD OF DIGITAL -
NORTH AMERICA
GEOFF GREENBLATT
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This session will cover…
What is verification?
Review
Questions
3
4
1
What can brands do about it?2
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What is Verification?
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VerificationDigital media has been built on promises of unique measurements and guarantees
Real Time Tagging Technology Should Allow for:
Tracking of every impression served and seen
Running count of every interaction made (clicks, views, engagements), with time spent and additional measurements clocked and countered (where applicable)
Back-end control of landing page url destinationCross-platform response effect
Sales attribution
Additional tagging implementations would allow for creative control as well
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VerificationBut unfortunately, these promises have been compromised…
Ad Fraud Brand SafetyViewability
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Ad VerificationEnsures that a brand’s advertisements:
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety
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Viewability
The potential for an advertisement to be seen on the screen.
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Ad Fraud
Intentionally deceptive practice designed to manipulate legitimate ad serving or measurement processes or to create fictitious activity that leads to inflated counts.
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Bot traffic, or non-human digital traffic, is at its highest ever, and recent projections from the ANA have more than $7 Billion in advertising investment wasted.
Source: http://www.adweek.com/news/advertising-branding/whats-being-done-rein-7-billion-ad-fraud-169743
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Brand Safety
The practices and tools that ensure an ad will not appear in a context that can damage the advertiser’s brand
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Safety/Quality Concerns When Buying Ads Programmatically
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What can brands do about it?
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Tracking ViewabilityHow is viewability tracked?
Tagging & Standards
Technology
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Tracking Viewability
Tagging Standards
Standard simple process for Viewability & AdFraud
Easily implemented within AdServing process
MRC Standard
Agency Standard
Device and format standard
Video tagging is more in-depth with VAST and VPaid
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Tracking ViewabilityTechnology – Two accepted methodologies
Geometric Measurement Browser Optimization
• Relies on page geometry• No cross-domain iFrame
support• Limited browser support• Low measurement rates
• Utilizes capabilities of browsers• Cross-domain iFrame support• Full browser support• High measurement rates
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Developing Goals.What is success and how is that defined in parameters?
Awareness Lift of 20%
Completed Videos Needed: 1,400,000
Optimization KPI: View Completion Rate (70%)
Budget: $30,000.00
Buy-Type: CPM
Negotiated Rate: $15.00
Partners: A, B, & C
Objectives: Campaign Plan:
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Video KPI Measuring
Week 1 Week 2 Week 3 Week 450%55%60%65%70%75%80%85%
65%70% 70%
75%
60% 60%65% 65%
80% 80% 80% 80%
Partner A Partner B Partner C
1,416,667
Total Completed Videos:
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Video KPI MeasuringSet KPIs may appear met or unmet, but additional metrics add context to placement quality and performance creating greater efficiencies
Spend Click-Thru Rate
Cost Per Click
Completed Videos
Video Completio
n Rate
Cost Per Completed
VideoPartner A $10,000.00 0.75% $2.00 466,667 70% $0.02Partner B $10,000.00 1.50% $1.00 416,667 63% $0.02Partner C $10,000.00 0.25% $6.00 533,333 80% $0.02Total $30,000.00 0.83% $1.80
1,416,667 71% $0.02
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Video KPI with Viewability Applied
Week 1 Week 2 Week 3 Week 40%5%
10%15%20%25%30%35%
15%20% 20%
25%25% 25%30% 30%
15% 15% 15% 15%
Partner A Partner B Partner C
vs. 1,416,667 Completed Videos
Total Videos Seen:420,000
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Video KPI with Viewability Applied
Spend Click-Thru Rate
Cost Per Click
Completed Views
View Completio
n Rate
Cost Per Completed
ViewPartner A $10,000.00 0.75% $2.00 133,333 20% $0.08Partner B $10,000.00 1.50% $1.00 186,667 28% $0.05Partner C $10,000.00 0.25% $6.00 100,000 15% $0.10Total $30,000.00 0.83% $1.80
420,000 21% $0.07
KPIs take on a different meaning when they are updated to only include viewable impressions.
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nver
sion
Brea
kdow
n
$0
$100
$200
$300
$400
$500
$600
$700
$458.17
$8.04
$579.72
$11.53
27%
Partner 9
% Increase 67% 91% 55% 44% 38% 44% 99% 117%
Partner 7 Partner 8Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6
Partner KeyPremiumEfficiency
$0
$20
$40
$60
$80
$100
$120
$21.36
$7.75
$25.00
$8.04 $10.49 $5.78 $5.21
$49.71$35.75
$14.77
$38.83
$11.53 $14.51$8.34 $10.37
$107.70
Cost per Conversion Cost Per Viewable Conversion
• Partner 9’s minimal conversions generated an extremely high cost per conversion leading to a cost per viewable conversion above $500
Desktop: Cost Per Conversion Vs Cost Per Viewable Conversion by PartnerNon-viewable conversions skewed cost-per-conversion metrics (in some cases, heavily) across both partner sets
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Review
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ReviewSimple steps to set up verification on the right path
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety
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Application StrategyAfter understanding the details and developing goals, it is time to put them into action
Viewability Ad Fraud Brand Safety
Optimizing toward KPI through the lens of
viewability
Detecting, alerting, and blocking
Down the line – whitelisting, blacklisting
Monitoring, Evaluating and Blacklisting