Attacking Measurement Angst (an MRC update)


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George Ivie's presentation at our MIXX conference on March 20, 2014.

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Attacking Measurement Angst (an MRC update)

  1. 1. Attacking Measurement Angst (An MRC Update) Prepared for: IAB CA MIXX March 20, 2014
  2. 2. Agenda n  Brief MRC Background n  MRC Intersection with 3MS n  Three New (Interesting) Areas: n  Discuss Standards and Audits n  Ad Verification and Viewable Impressions n  Mobile Web and In-App n  Cross-Media GRPs n  On the Horizon 2
  3. 3. 3 The Media Rating Council: Background n  Created as a Non-Profit Industry Association in the early 1960s called the “Broadcast Rating Council” n  Formed by the U.S. media industry in response to a series of Congressional hearings on industry business practices n  We Administer a Voluntary Process for Measurement Services to Apply for Our Accreditation n  Audits are Conducted by Independent CPA Firms that are Retained by MRC n  MRC’s Minimum Standards for Media Rating Research, supplemented by relevant industry-specific measurement guidance, serves as primary assessment criteria
  4. 4. MRC Mission Statement n  To secure for the media industry and related users audience measurement services that are valid, reliable and effective; we do this by: n  Setting Standards; and n  Conducting Audits to Verify Compliance with Standards. 4
  5. 5. 5 The Media Rating Council: Today n  MRC Currently Has Approximately 145 Member Organizations, Representing Range of Constituencies in the Media Buy/Sell Ecosystem. n  MRC Oversees Approximately 100 Research Product Audits Annually n  In Digital, Television, Radio, Print, and Out of Home Media n  Accreditation Process is Confidential n  MRC Has Adopted a More Proactive Orientation Toward Standards Setting n  Extensive Involvement with 3MS Initiative, Others n  Auditing Internationally (12 Countries) n  Formal International Committee
  6. 6. How is MRC relevant to Canada? n  Standards n  Very often adopted outside the US n  Audits n  We influence measurement service practices n  Many of these organizations are global, and if pushed, will adopt desirable quality practices across countries n  Growing focus of multi-national advertisers n  MRC International Committee n  Populated with multi-national organizations n  Focus: Audits outside the US, when requested
  7. 7. 7 Sample of Key Issues -- Traditional n  New Technology Challenges n  Sample Frame or Measurement Coverage n  For example, CPO Persons n  Data Collection Quality, Completeness n  Response Rates n  Incentives n  Targeting n  Sample Distribution n  Sample Sizes/Reliability n  Race/Ethnic/Young Representation n  Accuracy of Universe Estimate Data n  Editing Quality n  Ascription
  8. 8. 8 • Users vs. Computers • Cookie Deletion • Sufficiency of Client Side Counting • Auto-Refresh, Non-Human Traffic • Internal Traffic • In-Session Gaps • New Types of Usage, WAP/Mobile, etc. • International Traffic • Cross Domain I-Frames • Viewability Ad-Centric or Site-Centric (Census) • Panel Representation • Meter Coverage • Capturing All Access Locations • Metering All Computers of Panelists • Initial Demo Data Collection • User In-Session Identification • Sample Sizes, Standard Errors • Non-Response Levels User-Centric (Panel) • Internal Controls • Data Integration Methods • Editing, Calibration, Weighting • Transparent Methodology Common and Hybrid Sample of Key Issues – New Media
  9. 9. MRC’s Role in Advancing 3MS’s Five-Pillar Solution 9
  10. 10. 10 Interesting New Stuff Standards… Auditing… -- Ad Verification and Viewable Impressions -- Mobile Web and In-App Measurement -- Cross Media GRPs
  11. 11. 11 Ad Verification Standards: n  Ad Verification Services (complete) n  How to On-Board and Initiate Services n  5 Major Service Lines – Specific Requirements n  Site Context, Geo-Targeting, Ad Placement, Competitive Separation and Fraud Detection n  Buyer and Seller Communication Re: Issues n  Methods Disclosures n  Projecting Results of Campaigns
  12. 12. 12 Ad Verification Audits: n  Accredited: comScore vCE Validation, DoubleVerify, Integral Ad Science Others in process
  13. 13. The Need for Viewable Impressions: n  Urgently needed as the foundation to move an entire set of measurement priorities forward n  Build Trust – Did I get what I paid for? n  Improve ROI Calculations n  Improve Comparability with other Electronic Media Beyond the measurement details, viewable impressions should enhance value of digital advertising to brand marketers
  14. 14. Viewable Impression Methods n  Geometric Triangulation n  Using Known Points on the Page to Derive Position of Ad Relative to Viewable Browser Window n  Cross Domain I-Frames an Issue n  Tracking Browser Attributes n  Related to Rendering or “Painting” Ad n  Combination Methods 14
  15. 15. 15 Viewable Impressions Standards: n  Viewable Impression Requirements – 50% Pixels and 1 Second for Display; 50% and 2 Seconds for Video n  Granularity; 100ms for Display; 200ms for Video n  First Pixel then Time n  Account for Tab Focus n  Eliminate Non-Rendered Served Impressions n  Special Provision made for Larger Format Ads n  Disclosures: n  Viewable n  Not Viewable n  Undetermined (Caution – This Needs Work!) n  Various Metrics/Ratios
  16. 16. 16 Viewable Impressions Audits: n  Accredited Display – Alenty, comScore vCE Validation, DoubleVerify, Glam Media, Google ActiveView, Integral Ad Science, Sizmek, Moat, (recently acquired by Google), RealVu and WebSpectator for Publishers n  Accredited Video (certain metrics) – Tremor and Moat Many more in process, especially for video. Accredited vendors participating in reconciliation process.
  17. 17. 17 Mobile Web and In-App Measurement Standards: n  Mobile Web (complete) n  Client Side Counting n  Recognizes Viewable Impression, Not Mandated Yet n  Filtration n  Cache Busting n  Internal Traffic n  Disclosure Requirements
  18. 18. 18 Mobile Web and In-App Measurement Standards: n  In-App Ad Measurement (complete) n  Definitions n  Qualifying the Universe n  Download, Open, Usage Controls n  On-line versus Off-line Use n  Recognition of SDK Environment; Necessary Controls n  Unique Devices and User Measurement n  Segregation of Ad Content Types
  19. 19. 19 Mobile Web and In-App Measurement Audits: n  Accredited: Apple iAds (only In-App), Freewheel, ADTECH (only Mobile Web) and Medialets Others in process
  20. 20. 20 Digital and Cross-Media GRPs Standards: n  Two Components n  Digital GRPs n  Cross-Media GRPs n  Initial Thoughts Provided to Industry Vetting Group n  Expanding Vetting Group to Broader Practitioner Set n  Version 1 Being Prepared n  Several Months to Completion
  21. 21. 21 Digital and Cross-Media GRPs Standards: n  Expected Content n  Ads as Measurement Focus n  Calculation Methods n  Disclosure Requirement n  Audience Attribution Methods Described n  Valid Method n  Ascription Rates n  Other Adjustments n  Segregation of Creative Genres n  Duration Capture
  22. 22. Digital and Cross-Media GRPs n  A Challenging Area… n  Work forthcoming in digital n  Viewable impressions n  Audience attribution, across granular campaigns n  Extensive work necessary in other media n  Improve/develop ad-focused measurement n  Improve granularity of measurement n  Deal with non-electronic measurement instruments
  23. 23. 23 Digital and Cross-Media GRPs Audits: n  Nielsen OCR, XCR n  OCR Accredited n  Viewability (through partner, IAS) Not Accredited Yet n  Removed child estimates, pending improvement n  XCR Audited, Not Accredited Yet n  comScore vCE n  Validation Module Accredited n  Audience Module Audited, Not Accredited Yet; Awaiting V.2 n  Google Active GRP n  Recently Initiated the Audit Process
  24. 24. Next Steps – Viewable Impressions n  Guidelines n  Public comment draft – Imminent n  Finalization process thereafter n  Reconciliation n  Complete Work – Cross-vendor tagged campaigns to prove theories; react to any new learning n  Disclose vendors as they adopt reconciliation guidance n  Likely Advisory Outcomes n  Remove display advisory at March 31, 2014; video still a bit in flux, leaning towards extending a gating period to June 30, 2014 24
  25. 25. Next Steps – Beyond Viewable n  Digital GRPs & Cross-Media GRPs n  Modernization/Strengthening NHT Detection Guidelines n  Stronger filtration, downstream partner assessments, bot-nets, “created” traffic, enhanced non-human agent capabilities, encryption and other hijacking controls, etc. n  A Balance: Requiring stronger practices without disclosing specifics n  Separate Audits? Help with sizing the issue. n  Mobile Viewable Impressions n  Others Projects: n  Audio Streaming, Ad Effectiveness, Social, DPB 25
  26. 26. Thank You! 26 Contact Information: George Ivie: (212) 972-0300