comscore vce brandingmetrics vn-2012-11-02
DESCRIPTION
The presentation of comScore at "Vietnam Online Advertising 2012" hold by LAVA Digital, comScore & Google at HCMC, Vietnam - Nov 2nd, 2012.TRANSCRIPT
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1 © comScore, Inc. Proprietary.
Metrics That Matter For Digital Brand
Marketing
APAC vCE Charter Study
Joe Nguyen, SVP Asia Pacific [email protected]
Twitter: @jnguyen
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2 © comScore, Inc. Proprietary.
In the beginning there was a promise…
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The Internet is the ‘most measured and most accountable’ medium
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15 years later, the promise has frayed…
IMPRESSIONS Inflated Inflated
CLICK-THROUGH RATE Gamed Irrelevant
COOKIE REACH & FREQUENCY Not Important
Confounded by cookie-to-person relationship
PERSON-BASED REACH & FREQUENCY
Not Important Distorted by non-visible impressions
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5 © comScore, Inc. Proprietary.
Are we creating a race to the bottom? Stuffing pages with ads: Lowers ad effectiveness Increases advertiser risk Devalues valuable online ads
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Ads at the top of the page…
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7 © comScore, Inc. Proprietary.
More ads after scrolling down 1 time…
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Many more ads after scrolling down an additional 7 times
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Digital advertising needs a reality check
Clutter Poor visibility Glut of low-quality inventory Bad actors gaming the system
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10 © comScore, Inc. Proprietary.
The 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 seen
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The industry has started discussions & Google is in play:
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Viewability In action!
http://tippets.net/max/
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13 © comScore, Inc. Proprietary.
The 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 seen
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14 © comScore, Inc. Proprietary.
Delivers complete measurement needed for campaign management
Our Response to 3MS
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Measurement foundation based on validated impressions
in-view geography brand safety fraud
target audience
Impressions or
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16 © comScore, Inc. Proprietary.
The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery
10 campaigns 9 countries 347 million impressions 329,000 sites
vCE APAC Charter Study
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Study Objective: Quantify incidence of successful and sub-optimal ad delivery across key dimensions …
VIEWABILITY GEOGRAPHY
SAFETY LEVEL OF FRAUD
TARGET AUDIENCE DELIVERY
• Demographically • Behaviorally
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• Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen
73%
68%
67%
65%
54%
51%
44%
40%
26%
20%
1
2
3
4
5
6
7
8
9
10
Cam
paig
n
Percentage of Ads In-View for 10 Asian Campaigns
58% AVERAGE
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vCE Charter Studies Compared
Slightly lower levels of viewability compared to those found for the US, EU and Canada
ASIA 58% CANADA 65% EUROPE 67% US 69%
Viewability
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• Food & drink sites delivered strong in-view rates, while parenting and sports sites delivered just 23% of ads in-view.
Percent of Ads Served In-View by Select Content Types
This variation across categories is typically due to site layout and page clutter
82% 71%
63% 61% 59% 57% 52%
45% 41% 40%
23% 23%
7%
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Wide Skyscrapers delivered the strongest in-view rates but there was significant variance across campaigns with a range of 42% to 94% in-view for this ad size
Page location, clutter and size matters
76%
50% 48%
Wide Skyscraper (160x600)
Leaderboard (728x90)
Medium Rectangle (300x250)
Percent of A/Pac Ads Delivered In-View by Ad Size
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4% of total Asian ads were delivered outside of targeted geography
31%
15%
9%
4% 4% 2% 2% 2% 2% 1% 1% 1%
% o
f Im
pres
sion
s
• Of those delivered outside of target geography, the U.S. accounted for nearly 1/3 -- a long way from Asia
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23 © comScore, Inc. Proprietary.
vCE Charter Studies Compared
ASIA 4% CANADA 2% EUROPE 7% US 4%
% of Impressions Falling Outside of Target Geography
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On a campaign-by-campaign basis, several performed flawlessly; but others delivered more than 5% of its impressions to the wrong geography
100%
100%
100%
100%
98%
96%
94%
93%
93%
92%
1
2
3
4
5
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8
9
10
CA
MPA
IGN
Percent of Ads Delivered In Geography by Campaign
Sub-optimal geographic delivery is often a result of communication or human error, and it can be remedied with in-flight alerting and blocking
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Although just 0.1% of total ads in the study were delivered in brand unsafe content*
*Based on undesirable content such as pornography or hate sites. Clients can define them or we use our own settings
But even one exposure within undesirable content can be damaging to the brand!
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Study Objective Quantify incidence of sub-optimal digital ad delivery
• 42% of impressions are never viewed
• Sites’ In-view rates vary from 0% to 100%
• An average of 4% out of geography
• Range up to 8%
• 0.1% of impressions were delivered to unsafe sites
• 100% campaigns had some unfavourable deliveries
• Fraudulent impressions can be over 3%
• Audience demographics
• Audience Behavioral Segments
Summary of Charter Study Results
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27 © comScore, Inc. Proprietary.
“Digital has become an increasingly important part of our overall marketing strategy and thus we are continually seeking ways to improve our efficiency and effectiveness in the online medium. Partnering with comScore on this study provided good insights into our actual campaign delivery – insights that are critically important in helping drive effectiveness from our digital dollars.” - Karen Ong, Associate Marketing Director, Johnson & Johnson (Consumer) Malaysia.
“Digital has become an increasingly important part of our overall marketing strategy and thus we are continually seeking ways to improve our efficiency and effectiveness in the online medium. Partnering with comScore on this study provided good insights into our actual campaign delivery – insights that are critically important in helping drive effectiveness from our digital dollars.” - Karen Ong, Associate Marketing Director, Johnson & Johnson (Consumer) Malaysia.
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28 © comScore, Inc. Proprietary.
Case Study: Learnings from Australia
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Case Study
Client: Large Australian Finance Brand
Publishers: Performance networks, direct buys, site sponsorships and DSP buys
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Webmail Site X Impressions 426,236
InView 28%
Engagement % 0.48%
Dating Site X Impressions 433,485
InView 83%
Engagement % 3.59%
Site Visibility
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InView Impressions
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7
InVi
ew R
ate
Enga
gem
ent %
Engagement vs InView Rate
Engagement % InView Rate
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State Targeting
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7
% Im
pres
sion
s in
NSW
Enga
gem
ent %
Engagement vs % NSW Impressions
% in NSW Engagement %
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Demographic Targeting
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
0
10
20
30
40
50
60
70
Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7
% P
rimar
y D
emog
raph
ic T
arge
t
Enga
gem
ent %
Engagement vs % Primary Demographic Target
% Primary Demographic Target Engagement %
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The digital ecosystem is complex Its measurement must be simple
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Measurement that validates value Transparent Accountable Comparable
The promise is alive again