Dmma measurement workshop   josh adler - may 2010
Upcoming SlideShare
Loading in...5
×
 

Dmma measurement workshop josh adler - may 2010

on

  • 939 views

Nielsen Briefing presentation

Nielsen Briefing presentation
25 May and 2nd June 2010

Statistics

Views

Total Views
939
Views on SlideShare
939
Embed Views
0

Actions

Likes
1
Downloads
7
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • This is how I think many of you feel about measurement….

Dmma measurement workshop   josh adler - may 2010 Dmma measurement workshop josh adler - may 2010 Presentation Transcript

  • Formerly known as the… 2010 Measurement Workshop Josh Adler, DMMA Head of Measurement CEO, PREFIX @joshprefix
  • Introduction Why am I here? It’s dark in here….
  • THE LIGHT
    • Online advertising is less than 15 years old.
    • Ability to measure everything  complexity.
    • Digital sales has become about statistics.
    • ZA planners have it relatively easy.
    • ZA publisher’s tied to impression-based rate cards
    • Measurement is going to get more complex; before it gets simpler.
  • TIME TO THINK FOR OURSELVES
  • TIME WITH ME
    • DMMA Measurement Status
    • I-COM Report
    • Vendor Review
    • Q&A
  • Why was the DMMA (OPA) founded?
    • Same challenges in 2003 as today.
      • Different methodologies
      • Different metrics / interpretations of metrics
      • Young industry / immature precedents
      • Media planning and selling is complex
    • So, you create a common currency
  • So, what do we do?
    • Use common metrics and enforce standards
    • Use a single vendor; or handful of vendors
    • Educate and Educate some more…
  • STATUS: DMMA?
    • Stable ranking metrics (UB’s, PI’s, TOS)
    • Large, diverse membership
    • Central planning tool (MI)
    • Growth in mobile-specific measurement
    • Increased use of 3 rd party Web Analytics
  • STATUS: DMMA?
    • Education still needed (eg. UB’s vs People)
    • Audience Measurement vs Web Analytics
    • Still considered “grudge spend”
    • Not enough measurement skills
    • Little available training.
    • Little self-education.
  • STATUS: WORLD? http://confblog.i-com.org Andreas: Head of ICOM Andreas: Head of ICOM Geoff & Magid: Keynotes <me>
  • WHY GO?
    • See the latest offerings in audience measurement.
    • Meet with all the measurement vendors
    • Gain clarity on where measurement is heading over the next few years.
    • See how other “DMMA” organizations are set up and approach measurement
    • Decide how best to approach a Vendor Review
  • WHY GO? POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS Geoff Ramsay 1: The market is BUSY. There are hundreds of ad-serving/measurement service providers and systems that sit between advertisers and consumers. It needs to consolidate. Geoff Ramsay 2: Metrics are too complex for big brands. Until we can simply provide reach, frequency and GRP’s, we will not attract major brand advertisers.
  • WHY GO? POINTS FROM KEYNOTE SPEAKERS THAT REVEAL HOME TRUTHS MAGID ABRAHAM 1: The click is the wrong metric, less people clicked on ads in 2009 (16%) vs 2007 (32%). MAGID ABRAHAM 2: People who click are the least desirable to advertisers and tend to have lower incomes.
  • JOSH’S KEY INSIGHTS FROM ICOM
    • Measuring audience is different from measuring advertising effectiveness .
    • Audience = rankings; reach; demographics;
    • = Planning tools like Nielsen’s MI
    • Effectiveness = Did it work?
    • = Ad-serving platform
    • = Clients’ web analytics
    • 2. Audience Measurement ≠ Web Analytics
    • Web Analytics – use whatever you like (SiteCensus, Google, Omniture, Other)
    • BUT – do NOT compare your “audience” data from your analytics with “audience” data from MI.
    • The DMMA’s job is to provide Audience Measurement (traffic + demographics) to promote fair spend.
    JOSH’S KEY INSIGHTS FROM ICOM
    • 3. Targeting will become the key…
    • Effective targeting will:
      • Bring big brand spend online
      • Increase CPM’s for media owners.
      • Reduce wasted inventory
      • Require ad-serving platforms to talk to audience measurement platforms
      • Make the next few years very interesting, and challenging
    JOSH’S KEY INSIGHTS FROM ICOM
    • 4. The metrics will evolve
    • Paid search was easy to get right under current metric regime.
    • The “click” was a disaster for brand advertising
    • Cookies will become increasingly difficult to call “people.”
    • Smart people are working on the challenge.
    • Stick to the basics for now.
    JOSH’S KEY INSIGHTS FROM ICOM
    • 5. Don’t forget the major battle
    • Helping people spend online is easy for our industry.
    • Its getting them to put more budget into digital in the first place that remains our primary challenge.
    JOSH’S KEY INSIGHTS FROM ICOM
    • 6. We have it easy
    • Central planning / measurement tools
    • No audits
    • Wide adoption
    • Buy-side / Sell-side under one umbrella
    • Active organisation and leadership
    JOSH’S KEY INSIGHTS FROM ICOM
  • TIME TO THINK FOR OURSELVES
  • SOAP BOX
    • The digital measurement industry is immature. Deal with it.
    • Do not blame statistics for your ability to sell or buy advertising effectively. They simply tell the truth.
    • We will always have relatively small inventory in SA. Again, deal with it.
    • Tell stories around the data; use insights supported by facts.
    • Publishers: Innovate your rate cards to derive better value.
    • Buyers: Ask better questions. Squeezing CPM’s = bad
    • The medium isn’t the problem; it’s the business model(s)
  • PORTFOLIO UPDATE: VENDOR REVIEW Goals - Enforce best practice; 3-year review cycle; - Ensure measurement is affordable; - Ensure measurement is trusted; - Ensure service suits our unique market; - Ensure we are using the best of what the world has to offer; - Ensure we grow digital advertising spend;
  • EDUCATION Empower yourself - These workshops are great. - The Blog is regularly updated. (blog.opa.org.za) - Ask Nielsen; they are here to support you
  • THANK YOU Twitter: twitter.com/joshprefix LinkedIn: za.linkedin.com/in/joshadler OPA / DMMA Blog: http://blog.opa.org.za/topics/measurement/ My websites: www.prefix.co.za / www.pmailer.co.za