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  • I’m going to tell you 5 things that you all know about digital measurement. None are terribly flattering. Pt 2 - Custom analysis required to know who and how many saw your online ad campaign Pt 5 Extremely difficult to estimate future audiences, impairing media planning process
  • The contrast is particularly stark even though as many of you know, traditional media measurement is by no means, perfect. But, the system works!
  • McK found that cross industry consensus is needed.No individual segment of the value chain can solve the problems that affect the whole ecosystem.McK recommended convening a small cross industry task force of senior marketers, agency execs and media leaders to reach consensus on how to standardize and simplify basic audience measurementBasic audience measurement means fundamentals of exposure and simple ways of looking at involvement with contentThe approach must be one that builds toward agreed upon measurement of engagement with media, content, brands…..Ultimately, we must reach consensus on cross platform measurement, online and offline together, in a way that facilitates how media are actually planned and bought.

Omma metrics joe_laszio Omma metrics joe_laszio Presentation Transcript

  • Digital Media Measurement:Friend or Foe for Marketers?
    Joe Laszlo, Director of Research (outgoing); Deputy Director of IAB Mobile Marketing Center of Excellence (incoming)
    OMMA Metrics and Measurement Conference
    March 2011
  • Digital Media Measurement Today
    Robustly competitive with many diverse vendors
    Leading vendors bring a high degree of integrity to the marketplace
    Innovation comparable with that of online media itself
    Nearly ANYTHING is measurable in a way that other media can only dream of
    And all media are becoming digital, so some of these “digital” media measurement characteristics spread to other media
    FRIEND!
    p 2
  • Digital Media Measurement Today
    A cacophony of contradictory metrics from dozens of competing vendors
    Almost impossible to determine reach and frequency of an ad schedule on multiple sites and/or ad networks
    No consistency across research vendors on basics like the Top 20 sites within a content genre
    Census-based web analytics and vendor data yield different exposure numbers
    Vendor methodology changes render dramatic fluctuations in measurement
    FOE!
    p 3
  • Contrast With Traditional Media Measurement
    Media buyers and sellers accept a shared margin of error
    Value chain players work within scientific norms
    Agreement on exposure measurement and “currency” allows billions of dollars to flow through the television advertising supply chain
    Planning and buying,
    Guaranteeing and stewarding guarantees
    Settling up the differences between guarantees and deliveries, make goods or overdelivery
    Reach and frequency of a TV schedule against target demos are readily available
    Reach and frequency across traditional media (e.g.,TV + print) can be calculated
    p 4
  • At Best Maybe Marketers and Digital Media Measurement are “Frenemies?”
    DIGITAL MEDIA MEAS.
    MARKETERS
    Source: Gossip Girl
    p 5
  • Even if Measurement isn’t a Friend, the Market’s Growing Fine…?
    Quarterly Online Ad Revenue Comparisons — 1Q2001-3Q2010
    $22,661
    $23,448
    $21,206
    $9,626
    $12,542
    $7,267
    $16,879
    $6,010
    $7,134
    2008
    2009
    2010
    2001
    2002
    2003
    2004
    2005
    2006
    2007
    Source: IAB Internet Advertising Revenue Report, 2010 First Half and Second Quarter Report; IAB Press Release: “$6.4 Billion in Q3 2010 Sets New Record for Internet Advertising Revenues.”
    p 6
  • But Especially in Terms of Brand Advertising, Measurement is a Barrier
    2009 US Measured Media Spend:
    $147 Billion Total
    2009 US Online Media Spend:
    $24 Billion Total
    Source: Brand.net analysis based on Barclay’s Capital, Think Equity Partners LLC and DMA. From Ad Age, Building Brands Online, 2010
    p 7
  • The Data Issue Deters Marketers
    • The lack of online measurement standards makes accurate comparisons impossible
    “There isn’t one ‘standard’ for online measurement. Comscore, NetRatings, servers all have different numbers.”
    - CPG Marketer Client Lead, Agency
    “Measurement should still be an important part of the story … but I submit that it should be the sizzle not the steak.” -- Andy Atherton, Brand.net (Ad Age, Feb 2009.)
    • Marketers have difficulty justifying large campaigns without trustworthy data
    “If reliable metrics were available, we would put a much larger chunk of money into online. It is too high-risk to sell this approach upwards without hard data. Right now, we can’t scale our content marketing efforts confidently.”
    - Prospect Acquisition, Financial Services
    • Without proper metrics, marketers have to try to piece together the story themselves
    “Reliable metrics on brand-building are the Holy Grail. Right now, we use a collage of metrics to prove things out.”
    - Account Manager, Digital Agency
    Source: IAB and Bain & Co., Building Brands Online: An Interactive Advertising Action Plan, Nov., 2009
    p 8
  • The Digital Metrics Universe:Publishers
    By the way, this line is getting pretty blurry…
    p 9
  • The Digital Metrics Universe:Agencies and Marketers
    p 10
  • The Digital Metrics Universe: IAB Has Helped Create Rigor and Standards
    The IAB’s work so far has been vital, but it’s treating symptoms not the underlying issue.
    p 11
  • What is Making Measurement Make Sense?
    An initiative to fix digital measurement with an eye to building cross platform measurement metrics and systems and making our medium more brand hospitable
    A process that will create an efficient supply chain so that the planning, buying and evaluating of all media are transparent and consistent
    A new perspective: digital media measurement is a business issue, not a research problem
    An independently led, short-term way to create digital media currency  
    A mechanism for developing recommendations for the establishment of a measurement governance body that will oversee standards, quality and change management for all media measurement 
    p 12
  • Who is Behind Making Measurement Make Sense?
    IAB,4A’s and the ANA are the founding partners and form the leadership team
    IAB, 4A’s and ANA jointly issued an RFP to consulting firms to lead the process
    The founders evaluated consultant proposals together
    Bain and Medialink selected by the partners to lead the effort
    p 13
  • Making Measurement Make Sense: Project Objectives
    Determine the right metrics and solutions
    Drive industry consensus around the solution
    Establish measurement governance model
    p 14
  • Making Measurement Make Sense Can Significantly Improve Digital Measurement
    • Increased effectiveness and accelerated growth of brand marketing in digital media
    • Reduced “supply chain” costs in planning, buying and managing digital media
    • Rapid expansion of cross-platform marketing campaigns that better leverage digital
    • Strong foundation for ongoing cross-ecosystem collaboration and metrics/standards change management
    p 15
  • Conclusion: Digital Measurement is a Friend. But it Could be a Better Friend
    Digital measurement is a powerful tool, delivering insights on consumer behavior and ad impact that no other media can match.
    But maybe digital measurement is a little nerdy, lacking in listening skills (among other social graces).
    Past IAB measurement efforts have been helpful, but also scattershot and somewhat reactive.
    The industry has a real opportunity to improve digital measurement, holistically, preserving the dynamism we love while encouraging greater clarity and accountability.
    Since all media are ultimately going to be digital, it’s even more important to seize this opportunity now.
    p 16
  • Thanks!
    joe@iab.net