measuring a deeper impact... and why ad measurement matters more than ever before
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Measuring a deeper impact….And why ad measurement matters more than ever beforeOctober 2016
Know what this is?
What’s the impact on the other 99.99%?
0.01% CTRClick Through Rate
(CTR)
Source: emarketer July 2016
CTR:
56%Brand Lift
26%
Metrics used to measure effectiveness of mobile advertising globally
The click dominates!
Source: Google Trends 2016
Ad blocking
Retargeting
Average Jan 2012 Jan 2013 Jan 2014 Jan 2015
We look for clicks. They block.
An obesity crisis in content
50% of an ad on screen for 1 second
So we came up with viewability
Source: Lumen 2016
But just because an ad is viewable…
Viewed
Impressions
Only 65% of viewable
impressions are actually viewed
This means that only 35% of
total impressions are viewed
Viewable
Impressions
46% of impressions
aren’t viewable
Source: Lumen 2016
But just because an ad is viewable doesn’t mean it’s viewed…
35%
Impressions 100%
54%
Who’s even seeing your ads anyway?
of web traffic is human are blocking adverts of impressions are viewable
54%22%44%
Delivery
Is an ad served?
Viewability
Did it appear on screen?
Exposure
Did it appear within sightline?
Attention
Did anyone even pay attention to
it?
Respect the hierarchy(and that’s before you even get to the branding funnel)
Deliverability
Viewability
Attention
Exposure
Short Term
Brand Awareness
Message Association
Brand Perceptions
Brand Favourability
Purchase Consideration
Purchase Intent
Clicks
Acquisitions
Sign ups
Referrals
Sales
Long Term
Short Term
Did my ad actually get
anywhere near a human being?
Did my ad have any lasting impression
on my brand?
Did my ad drive any immediate
business benefit?
Behavioural
Observed
Tracked
Self reported
Attitudinal
“Why”
Behavioural
Observed
Tracked
“What”
“What”
Web analytics
Ad tech
“How”
Survey data
Web analytics
Ad tech
CRM
Metrics Impact Time Frame
Pre Funnel
Traditional branding
funnel
Response
So what is impact then?
Recommended Long Term vs Short Term ad
spend for brands
60:40Estimated brand volume
resulting from short term activity
5%
The brand funnel:There’s nothing soft about a soft measure
Source: IPA Long and Short of It
1
Scaling brand research is hard
2
Linking the behavioural and
attitudinal
3
Cross platform comparison
Challenges of brand measures
Follow the footprint of the campaign
Immediate behavioural data
Real time campaign validation
Recency of survey
Cost
Valuable inventory
UX
Measuring brand:Online intercepts or build a panel?
Onlineintercepts
Cost effective
Scaleable
Engaged Respondents
Panel fatigue
Harder to optimise
Panel
16 Source: Guardian Brand Aid research, 2008 – 2015. Average across 92 campaigns in six categories.
Benefit
Positive towards
advertiser
Informed
Appealing
+23%
+18%
+11%
+11%
Building a normative database and unearthing new insight
% uplift in ad perceptions, relevant vs non relevant editorial environment
% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website
InformedPositive towards
advertiserBenefit Appealing
Travel +16% +29% +22% +40%
Tech +25% +16% +16% +12%
Food & Drink +17% +24% +36% +21%
Finance no boost +8% +57% no boost
Fashion & Beauty +21% +13% +13% no boost
Arts & Entertainment no boost +16% +12% +8%
Harnessing the power of context
18 Source: Guardian Brand Aid research 2008 to present.
Each platform offers different strengths
Recall
Impact
Persuasion
1
Measurement is more important than ever before
2
Measuring brand is a true
measure of long term success
3
Harness the power of normative data for planning AND
evaluation
Three takeaways
