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© comScore, Inc. Proprietary.
New Ways to Value
Premium Display
OMMA Premium Display 2013
Mike Rich
Vice President
© comScore, Inc. Proprietary. 2
New Ways to Value Premium Display
The New Digital Ad Currency &
Kellogg’s Case Study
Where...
© comScore, Inc. Proprietary. 3
“Key to enabling our decisions is
understanding who each impression
reaches, how visible o...
© comScore, Inc. Proprietary. 4
What Buyers and Sellers Want
Campaign optimization
to eliminate waste and
improve ROI
Comp...
© comScore, Inc. Proprietary. 5
Guarantees are moving us
towards a common currency
Key Questions Remain
- What should I gu...
© comScore, Inc. Proprietary. 6
Validation of
Delivery Quality
Impressions to the
Target Audience
Two Themes
© comScore, Inc. Proprietary. 7
110
Average Targeting
Efficiency Index
Audience
Across thousands of campaigns…..
43%
Avera...
© comScore, Inc. Proprietary. 8
• Over 60% of home computers are shared
Shared
Computers
• Person ages out of demo target
...
© comScore, Inc. Proprietary. 9
Questions to Ask on Audience Guarantees
• What is the audience target?
• Will payment be b...
© comScore, Inc. Proprietary. 10
13%
Average In-View for
Unknown/Blind Domains
Viewability
Across thousands of campaigns…....
© comScore, Inc. Proprietary. 11
• User leaves page before 1
secondToo Fast
• A User’s browser isn’t on full
screen settin...
© comScore, Inc. Proprietary. 12
Questions to Ask on Viewable Impressions
• Will payment be on viewed
impressions or gross...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Putting it together
Case Study
© comScore, Inc. Proprietary. 14
In-flight Optimization
Seller
Avg
Freq.
% in
Target
% in
View
Brand
Lift
CPM
1 3.5 24.5% ...
© comScore, Inc. Proprietary. 15
In-flight Optimization
Seller
Avg
Freq.
% in
Target
% in
View
Brand
Lift
CPM
1 3.5 24.5% ...
© comScore, Inc. Proprietary. 16
In-flight Optimization
Seller
Avg
Freq.
% in
Target
% in
View
Brand
Lift
CPM
1 3.5 24.5% ...
© comScore, Inc. Proprietary. 17
75%
improvement in sales lift
Viewability = LIFT
40%
Increase in viewability led to
© comScore, Inc. Proprietary. 18
Implemented new digital strategy
in first half of year 3
Results
ROI
3X
6x
Year 1 Year 2 ...
© comScore, Inc. Proprietary. 19
1. Get involved in the process
2. Know the technology and its limits
3. Use industry accr...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Measuring what’s hard to
measure
Facebook Case Study
© comScore, Inc. Proprietary. 21
Major Gaming
Campaigns
Research ObjectiveNumerous purchase pathways
• Direct from Manufac...
© comScore, Inc. Proprietary. 22
Major Gaming
Campaigns
Research ObjectiveDid the campaigns drive lift in:
1. Visitation a...
© comScore, Inc. Proprietary. 23
Action Lift Inputs
Titles included
10 Action/Adventure AAA Titles
Timing
Exposure period:...
© comScore, Inc. Proprietary. 24
Identifying Exposure
Organic
[Total Social Network]
 Fans
 Friends of fans
Paid
 Stand...
© comScore, Inc. Proprietary. 25Visitation definitions are based off of game-specific pages
Identifying Actions
1. Review ...
© comScore, Inc. Proprietary. 26
Review Sites
Visitor Reach
96%
Visits per 000
98%
Pages per 000
96%
Reach for review site...
© comScore, Inc. Proprietary. 27
Product Pages
Visitor Reach
71%
Visits per 000
81%
Pages per 000
101%
Page engagement
dou...
© comScore, Inc. Proprietary. 28
Game Trailer Sites
Visitor Reach
105%
Visits per 000
114%
Pages per 000
214%
There was a ...
© comScore, Inc. Proprietary. 29
Search Reach and Engagement
Searcher Reach
128%
Searches per 000
131%
Gaming sites saw a ...
© comScore, Inc. Proprietary. 30
New Ways to Value Premium Display
Work Towards Guarantees
Use Best Practices
Keep Thinkin...
© comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Q&A
Thank you!
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  • As you’ve seen, the online advertising landscape is complex and continuously evolving. In order to navigate this increasingly complex landscape, you need a delivery validation solution that delivers:Campaign optimization to eliminate waste and improve ROIA complete view of ad delivery in a single tool, with a single tag and single database, allowing for the reporting of unduplicated dataOverall greater transparency for transacting in the online ad marketplacevalidated Campaign Essentials 2.0 is designed to provide the highest-quality solutions for these needs. Let me tell you how it works.
  • Transcript of "Mike rich"

    1. 1. © comScore, Inc. Proprietary. New Ways to Value Premium Display OMMA Premium Display 2013 Mike Rich Vice President
    2. 2. © comScore, Inc. Proprietary. 2 New Ways to Value Premium Display The New Digital Ad Currency & Kellogg’s Case Study Where are we on the road to guarantees? Facebook Case Study Measuring success on hard-to-measure products
    3. 3. © comScore, Inc. Proprietary. 3 “Key to enabling our decisions is understanding who each impression reaches, how visible our ads are, and where the greatest efficiencies exist.” Aaron Fetters Associate Director Global Digital Strategy and Analytics Kellogg Company
    4. 4. © comScore, Inc. Proprietary. 4 What Buyers and Sellers Want Campaign optimization to eliminate waste and improve ROI Complete view of ad delivery in a single tool, with a single tag – single database Overall greater transparency for transacting in the online ad marketplace
    5. 5. © comScore, Inc. Proprietary. 5 Guarantees are moving us towards a common currency Key Questions Remain - What should I guarantee? - What performance should I expect? - How do I measure success?
    6. 6. © comScore, Inc. Proprietary. 6 Validation of Delivery Quality Impressions to the Target Audience Two Themes
    7. 7. © comScore, Inc. Proprietary. 7 110 Average Targeting Efficiency Index Audience Across thousands of campaigns….. 43% Average Percent In Target
    8. 8. © comScore, Inc. Proprietary. 8 • Over 60% of home computers are shared Shared Computers • Person ages out of demo target • New household situations, such as pregnancy Old Data • Inferring demo based on content consumption • Offline data assumes bad household info Bad Assumptions Why 100% In-Target Isn’t Possible
    9. 9. © comScore, Inc. Proprietary. 9 Questions to Ask on Audience Guarantees • What is the audience target? • Will payment be based on a specific percentage of hitting the target? • How will impressions where the target cannot be determined (such as mobile, OTT, etc.) be evaluated/billed?
    10. 10. © comScore, Inc. Proprietary. 10 13% Average In-View for Unknown/Blind Domains Viewability Across thousands of campaigns….. 46% Average In-View All Campaigns
    11. 11. © comScore, Inc. Proprietary. 11 • User leaves page before 1 secondToo Fast • A User’s browser isn’t on full screen settingToo Small • Bots/Spiders • Pre-fetchNot Human Why 100% Viewable Isn’t Possible
    12. 12. © comScore, Inc. Proprietary. 12 Questions to Ask on Viewable Impressions • Will payment be on viewed impressions or gross impressions? • Is the measurement MRC accredited? • Is there a minimum % viewable expected? • How will impressions where viewability cannot be determined (i.e. when JavaScript measurement code cannot be placed) be evaluated/billed?
    13. 13. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Putting it together Case Study
    14. 14. © comScore, Inc. Proprietary. 14 In-flight Optimization Seller Avg Freq. % in Target % in View Brand Lift CPM 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62
    15. 15. © comScore, Inc. Proprietary. 15 In-flight Optimization Seller Avg Freq. % in Target % in View Brand Lift CPM 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62
    16. 16. © comScore, Inc. Proprietary. 16 In-flight Optimization Seller Avg Freq. % in Target % in View Brand Lift CPM 1 3.5 24.5% 83% 5.74 $2.44 2 3.0 16.9% 91% 0.55 $9.08 3 8.4 23.5% 71% 0 $8.62
    17. 17. © comScore, Inc. Proprietary. 17 75% improvement in sales lift Viewability = LIFT 40% Increase in viewability led to
    18. 18. © comScore, Inc. Proprietary. 18 Implemented new digital strategy in first half of year 3 Results ROI 3X 6x Year 1 Year 2 1H Year 3 ROI 2X 5X Year 1 Year 2 1H Year 3 Brand 1 ROI Brand 2 ROI
    19. 19. © comScore, Inc. Proprietary. 19 1. Get involved in the process 2. Know the technology and its limits 3. Use industry accredited companies and follow industry guidelines 4. Don’t expect 100% in-target or 100% viewable 5. Agree on what’s reasonable for a given rate 6. Use overall, industry and site benchmarks to help guide you Best Practices for Guarantees
    20. 20. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Measuring what’s hard to measure Facebook Case Study
    21. 21. © comScore, Inc. Proprietary. 21 Major Gaming Campaigns Research ObjectiveNumerous purchase pathways • Direct from Manufacturer • Online retailer • In Store • On Console/In App Viral impacts • Paid vs Organic Audience • Young Males can make surveys difficult Major Title Gaming Campaigns Challenges
    22. 22. © comScore, Inc. Proprietary. 22 Major Gaming Campaigns Research ObjectiveDid the campaigns drive lift in: 1. Visitation and engagement on game review pages? 2. Visitation and engagement on game product pages? 3. Visitation and engagement on game trailer sites? 4. Search activity on game-related terms? Major Title Gaming Campaigns Research Objectives
    23. 23. © comScore, Inc. Proprietary. 23 Action Lift Inputs Titles included 10 Action/Adventure AAA Titles Timing Exposure period: August 2012 through November 2012 PC-only, US-only Latency Period 4 week post period, based off of first exposure 100% Viewable
    24. 24. © comScore, Inc. Proprietary. 24 Identifying Exposure Organic [Total Social Network]  Fans  Friends of fans Paid  Standard Marketplace  Sponsored Stories For each exposed person, the control match finds a digital twin who was not exposed to the advertising
    25. 25. © comScore, Inc. Proprietary. 25Visitation definitions are based off of game-specific pages Identifying Actions 1. Review Sites GameSpot.com IGN.com Metacritic.com Game studio homepage Brand homepage 2. Product Pages Amazon.com Walmart.com BestBuy.com GameStop.com EBGames.com 3. Streaming Sites IGN.com G4TV.com GameSpot.com GameTrailers.com Metacritic.com Youtube.com Game studio homepage Brand homepage 4. Brand Search Activity Top 5 engines
    26. 26. © comScore, Inc. Proprietary. 26 Review Sites Visitor Reach 96% Visits per 000 98% Pages per 000 96% Reach for review sites saw a 2x increase between test and control groups
    27. 27. © comScore, Inc. Proprietary. 27 Product Pages Visitor Reach 71% Visits per 000 81% Pages per 000 101% Page engagement doubled after exposure to ad on Facebook
    28. 28. © comScore, Inc. Proprietary. 28 Game Trailer Sites Visitor Reach 105% Visits per 000 114% Pages per 000 214% There was a 2x increase in game trailer views after ad exposure
    29. 29. © comScore, Inc. Proprietary. 29 Search Reach and Engagement Searcher Reach 128% Searches per 000 131% Gaming sites saw a 2x increase in brand search term usage The exposed group searched more than 130%more than the control group
    30. 30. © comScore, Inc. Proprietary. 30 New Ways to Value Premium Display Work Towards Guarantees Use Best Practices Keep Thinking Differently Measure what’s hard by looking around
    31. 31. © comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Q&A Thank you!
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