Com score vce brandingmetrics vn-2012-11-02
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Com score vce brandingmetrics vn-2012-11-02 Com score vce brandingmetrics vn-2012-11-02 Presentation Transcript

  • Metrics That Matter For Digital Brand Marketing APAC vCE Charter Study Joe Nguyen, SVP Asia Pacific jnguyen@comscore.com Twitter: @jnguyen © comScore, Inc. Proprietary. 1
  • In the beginningthere was a promise… © comScore, Inc. Proprietary. 2
  • The Internet is the‘most measuredand most accountable’medium © comScore, Inc. Proprietary. 3
  • 15 years later, the promise hasfrayed…IMPRESSIONS Inflated InflatedCLICK-THROUGH Gamed IrrelevantRATE Confounded byCOOKIE REACH Not Important cookie-to-person& FREQUENCY relationshipPERSON-BASED Distorted byREACH & Not Important non-visibleFREQUENCY impressions © comScore, Inc. Proprietary. 4
  • Are we creating arace to the bottom?Stuffing pages with ads:Lowers ad effectivenessIncreases advertiser riskDevalues valuable online ads © comScore, Inc. Proprietary. 5
  • Ads at the top of the page… © comScore, Inc. Proprietary. 6
  • More ads after scrolling down1 time… © comScore, Inc. Proprietary. 7
  • Many more ads after scrollingdown an additional 7 times © comScore, Inc. Proprietary. 8
  • Digital advertising needs areality check Clutter Poor visibility Glut of low-quality inventory Bad actors gaming the system © comScore, Inc. Proprietary. 9
  • The Making Measurement MakeSense (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 © comScore, Inc. Proprietary. 10
  • The industry has starteddiscussions & Google is in play: © comScore, Inc. Proprietary. 11
  • Viewability In action!http://tippets.net/max/ © comScore, Inc. Proprietary. 12
  • The Making Measurement MakeSense (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 © comScore, Inc. Proprietary. 13
  • Our Response to 3MSDelivers completemeasurementneeded for campaignmanagement © comScore, Inc. Proprietary. 14
  • Measurement foundation basedon validated impressionsImpressions in-view or geography brand safety fraud target audience © comScore, Inc. Proprietary. 15
  • vCE APAC Charter StudyThe first Asia industry study to bring 6 leading marketerstogether to VALIDATE online advertising delivery 10 campaigns 9 countries 347 million impressions 329,000 sites © comScore, Inc. Proprietary. 16
  • Study Objective:Quantify incidence of successful and sub-optimal addelivery across key dimensions … VIEWABILITY GEOGRAPHY TARGET AUDIENCE DELIVERY SAFETY LEVEL OF FRAUD • Demographically • Behaviorally © comScore, Inc. Proprietary. 17
  • • Across all campaigns, the average in-view rate was 58% or about 4 out of 10 ads weren’t seen Percentage of Ads In-View for 10 Asian Campaigns 1 73% 2 68% 3 67% Campaign 4 5 54% 65% 58% AVERAGE 6 51% 7 44% 8 40% 9 26% 10 20% © comScore, Inc. Proprietary. 18
  • vCE Charter Studies Compared Viewability ASIA 58% CANADA 65% EUROPE 67% US 69% Slightly lower levels of viewability compared to those found for the US, EU and Canada © comScore, Inc. Proprietary. 19
  • • 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 82% 71% 63% 61% 59% 57% 52% 45% 41% 40% 23% 23% 7% This variation across categories is typically due to site layout and page clutter © comScore, Inc. Proprietary. 20
  • Wide Skyscrapers delivered the strongest in-view ratesbut there was significant variance across campaigns with arange of 42% to 94% in-view for this ad size Percent of A/Pac Ads Delivered In-View by Ad Size 76% Page location, 50% clutter and 48% size matters Wide Leaderboard Medium Skyscraper (728x90) Rectangle (160x600) (300x250) © comScore, Inc. Proprietary. 21
  • 4% of total Asian ads were delivered outside of targeted geography 31% • Of those delivered outside of target geography, the U.S. accounted for% of Impressions nearly 1/3 -- a long way from Asia 15% 9% 4% 4% 2% 2% 2% 2% 1% 1% 1%  © comScore, Inc. Proprietary. 22
  • vCE Charter Studies Compared % of Impressions Falling Outside of Target Geography ASIA 4% CANADA 2% EUROPE 7% US 4% © comScore, Inc. Proprietary. 23
  • On a campaign-by-campaign basis, severalperformed flawlessly; but others delivered morethan 5% of its impressions to the wrong geography Percent of Ads Delivered In Geography by Campaign 1 100% 2 100% 3 100% 4 100% CAMPAIGN 5 98% 6 96% 7 94% 8 93% 9 93% 10 92% Sub-optimal geographic delivery is often a result of communication or human error, and it can be remedied with in-flight alerting and blocking © comScore, Inc. Proprietary. 24
  • Although just 0.1% of total ads in thestudy were delivered in brand unsafecontent* But even one exposure within undesirable content can be damaging to the brand!*Based on undesirable content such as pornography or hate sites. Clients can define them or we use our own settings © comScore, Inc. Proprietary. 25
  • Study Objective Charter Study Results Summary ofQuantify incidence of sub-optimal digital ad delivery• 42% of • An average of • 0.1% of • Fraudulent • Audience impressions 4% out of impressions impressions demographics are never geography were delivered can be over viewed to unsafe 3% • Audience • Range up to sites Behavioral• Sites’ In-view 8% Segments rates vary • 100% from 0% to campaigns 100% had some unfavourable deliveries © comScore, Inc. Proprietary. 26
  • “Digital has become an increasingly important part of ouroverall marketing strategy and thus we are continuallyseeking ways to improve our efficiency and effectivenessin the online medium.Partnering with comScore on this study provided goodinsights into our actual campaign delivery – insights thatare critically important in helping drive effectivenessfrom our digital dollars.”- Karen Ong,- Karen Ong, Associate Marketing Director, Johnson & Johnson(Consumer) Malaysia.(Consumer) Malaysia. © comScore, Inc. Proprietary. 27
  • Case Study:Learnings from Australia © comScore, Inc. Proprietary. 28
  • Case Study Client: Large Australian Finance Brand Publishers: Performance networks, direct buys, site sponsorships and DSP buys © comScore, Inc. Proprietary. 29
  • Site VisibilityDating Site XImpressions 433,485InView 83%Engagement % 3.59%Webmail Site XImpressions 426,236InView 28%Engagement % 0.48% © comScore, Inc. Proprietary. 30
  • InView Impressions Engagement vs InView Rate 4.00% 100.0% 90.0% 3.50% 80.0% 3.00% 70.0%Engagement % 2.50% InView Rate 60.0% 2.00% 50.0% 40.0% 1.50% 30.0% 1.00% 20.0% 0.50% 10.0% 0.00% 0.0% Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7 Engagement % InView Rate © comScore, Inc. Proprietary. 31
  • State Targeting Engagement vs % NSW Impressions 120.0% 4.00% 3.50% 100.0% 3.00% % Impressions in NSW 80.0%Engagement % 2.50% 60.0% 2.00% 1.50% 40.0% 1.00% 20.0% 0.50% 0.0% 0.00% Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7 % in NSW Engagement % © comScore, Inc. Proprietary. 32
  • Demographic Targeting Engagement vs % Primary Demographic Target 70 4.00% 60 3.50% % Primary Demographic Target 3.00% 50Engagement % 2.50% 40 2.00% 30 1.50% 20 1.00% 10 0.50% 0 0.00% Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7 % Primary Demographic Target Engagement % © comScore, Inc. Proprietary. 33
  • The digital ecosystemis complexIts measurement must be simple © comScore, Inc. Proprietary. 34
  • The promiseis alive againMeasurement that validates valueTransparentAccountableComparable © comScore, Inc. Proprietary. 35
  • Joe Nguyen, SVP Asia Pacific jnguyen@comscore.com Twitter: @jnguyen © comScore, Inc. Proprietary. 36