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Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
Changing How Asia (and the World) Sees Digital Advertising
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Changing How Asia (and the World) Sees Digital Advertising

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This charter study by comScore on digital advertising effectiveness was presented by Beth Uyenco, SVP of International Research, comScore - at the iMedia Agency Summit Phuket August 2012. First Asia …

This charter study by comScore on digital advertising effectiveness was presented by Beth Uyenco, SVP of International Research, comScore - at the iMedia Agency Summit Phuket August 2012. First Asia Pacific study spanning 9 countries, 10 campaign, 347 million impressions across 329,000 sites using comScore's Validated Campaign Essentials (vCE). Interesting results for sure!

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  • 1. Changing How Asia (and the World) Sees Digital Advertising The vCE Charter Study for Asia
  • 2. How well did each campaign meet its delivery goals?  Did it reach the audience targeted? – Right demographic or behavior segment? – Right country? – Free of non-human activity/fraud  Did they see the brand’s advertising?  Were they seen in the right environment or context?
  • 3. The first Asia industry study to bring 6 leading marketers together to VALIDATE online advertising delivery 10 campaigns 9 countries 347 million impressions 329,000 sites
  • 4. Study Objective:Quantify incidence of successful and sub-optimal ad deliveryacross key dimensions … VIEWABILITY GEOGRAPHY TARGET AUDIENCE DELIVERY SAFETY LEVEL OF FRAUD • Demographically • Behaviorally
  • 5. 65% of all the ad impressions were delivered via the notoriously difficult-to-measure cross-domain iframes Directory on site Same-domain iframe Cross-domain iframe (friendly) (un-friendly) ad ad ad web web web site site siteIf a viewability measurement can’t see through these unfriendly iframes, it can’t measure a substantial portion of given campaign
  • 6. • 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 65% 5 54% 6 51% 7 44% 8 40% 9 26% 10 20%
  • 7. 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
  • 8. •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
  • 9. • Wide Skyscrapers delivered the strongest in-view rates but there was significant variance across campaigns with a range of 42% to 94% in-view for this ad size Percent of A/Pac Ads Delivered In-View by Ad Size 76% Page location, clutter and 50% 48% size matters Wide Leaderboard Medium Skyscraper (728x90) Rectangle (160x600) (300x250)
  • 10. • 4% of total Asian ads were delivered outside of targeted geography 31% • Of those delivered outside of target geography, the U.S. accounted for nearly% of Impressions 1/3 -- a long way from Asia 15% 9% 4% 4% 2% 2% 2% 2% 1% 1% 1% •
  • 11. vCE Charter Studies Compared % of Impressions Falling Outside of Target Geography ASIA 4% CANADA 2% EUROPE 7% US 4%
  • 12. • On a campaign-by-campaign basis, several performed flawlessly; but others delivered more than 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 orhuman error, and it can be remedied with in-flight alerting and blocking
  • 13. •Although just 0.1% of total ads in the study were delivered in brand unsafe content* 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
  • 14. It’s mid-night…do you know how your ads are performing?  In-view  In geography  In brand safe environment  No click fraudTogether, these insights enable more accurate ROI measurement
  • 15. vCE Improves Attribution Day Publisher Impressions Valid? 1 C 2 x 2 B 1  3 C 1  4 A 1  5 B 1 x 6 C 2 x 7 C 1 xWithout Impression Validation, the Cookie Bomber Wins
  • 16. vCE Improves Real-Time Bidding Validity Nominal Effective Impression Placement Rate Bid Bid 1 P-5 25% $ 0.50 $ 2.00 2 C-11 50% $ 0.50 $ 1.00 3 Z-7 20% $ 0.50 $ 2.50 Impression Validation Improves Effective RTB Bids
  • 17. vCE Improves Performance Measurement  Buyers = 20% conversion rate People exposed to served ad   impressions
  • 18. vCE Improves Performance Measurement  Buyers = 33% conversion rate People exposed to validated ad   impressionsAd Effectiveness Studies that don’t use validated impressionsunderstate branding & sales impact.
  • 19. Recommended reading:The Economics of Online AdvertisingMajid Abraham on notion of digital scarcity “(Balancing) the digital economy (from validated GRPs) will benefit advertisers and agencies. Agencies can better deliver on their promise of using digital as both an efficient and effective advertising medium, while advertisers can better measure the marketing spend and improve their calculations of ROI.”
  • 20. Changing How Asia (and the World) Sees Digital Advertising The vCE Charter Study for Asia August 2012

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