choosing the right kpi for your online advertising
TRANSCRIPT
What is the right KPI?Khoi Truong | Nam Nguyen
Nov. 2, 2015
ABOUT US
Khoi TruongMedia & Analytics Director
Nam NguyenMedia Analyst
ONLINE ADVERTISING: WHAT IS THE RIGHT KPI?
It depends …
ADVERTISING
What should I measure my campaign on … so I can optimize that KPI ?1
2 Does it have an impact on my business ?
OFFLINE TO ONLINE
GRP: REACH x FREQUENCY
Not everyone in the same demo has the same value
MEASURE TO OPTIMIZE
MEASURABLEREAL TIME
CHOOSE 1 KPI
NO CORRELATION
Placement Imps CTR %On target %Comp view eCPM Clicks
A 883,673 0,48% 35% 66% 13,66$ 4,272
B 921,684 0,42% 54% 68% 13,73$ 3,912
C 925,343 0,44% 42% 66% 13,63$ 4,072
D 466,637 1,37% 43% 70% 20,81$ 6,378
WHAT IS VIEWABILITY?
DISPLAY VIDEO
50% 50%PIXELS PIXELS
1 SECOND 2 SECONDS
BETTER VIEWABILITY, BETTER PERFORMANCE ?
Publisher A Publisher B
Impressions 74 723 39 606
eCPM $12,70 $15,18
Viewability 87,62% 66,66%
CTR 0,06% 1,31%
CPC $22,08 $1,16
Publisher A Publisher B
Impressions 37 886 27 948
eCPM $17,06 $17,60
Viewability 89,88% 59,14%
Complete views 35 182 21 215
CPCV $0,018 $0,023
It depends …
WHICH KPI TO CHOOSE ?
%
$
RATIO
COST DRIVEN
IT DEPENDS …
BRANDING
REACH TARGETED AUDIENCE FOR BRAND IMPACT
ENGAGEMENT
BRAND ENGAGEMENT
CTR
CPC CPACOST PER ACQUISITION
CLICK-THROUGH RATENBR CLICKS / IMPRESSION
COST PER CLICK
CPV CPCV
ON-TARGET
COST PER VIEW COST PER COMPLETED VIEW
% ON TARGET via NIELSEN
CPURCOST PER UNIQUE REACH
QUARTILE COMPLETION RATE% USERS REACHES 25% 50% 75% 100%
YOU CAN’T CONTROL EVERYTHING
AUDIENCE PLACEMENT CREATIVE
CLICKS & VIEW IMPACT ON THE BUSINESS ?
$
$
DIRECT ACQUISITION
SALES IMPACT
$ AWARENESS & INTENT LIFT
CONCLUSION
CPM + IMPRESSIONS = NO GOOD
RATIO + COST DRIVEN
1 KPI MEASURABLE IN REAL-TIME
I like coffee
LET’S KEEP IN TOUCH
EMAIL SOCIAL MEDIA
@khoi.truong
ca.linkedin.com/in/ktruong
EMAIL SOCIAL MEDIA
@nam_nwin
ca.linkedin.com/in/npnguyen