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Improving the Effectiveness of Online Advertising

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Case study from ConAgra Foods

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Improving the Effectiveness of Online Advertising

  1. 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Roundtable with Improving the Effectiveness of Online Advertising Heather Dumford, ConAgra Foods Cynthia Neumann, ConAgra Foods Tammy Vance, comScore, Inc.
  2. 2. © comScore, Inc. Proprietary. 2© comScore, Inc. Proprietary. • Hot in the Industry • What’s Normal? • Improving Ad Effectiveness: the ConAgra Case Study • Roundtable Discussion of Top 5 Burning Questions • Open Q&A Agenda
  3. 3. © comScore, Inc. Proprietary. 3 Hot Topics In-Target Delivery Viewability Non-Human Traffic
  4. 4. © comScore, Inc. Proprietary. 4 • Even with targeting tools, ads don’t always hit their intended audience • High percentage of ads aren’t viewable • May be paying for ads served to non-human or invalid traffic Ad validation has been a ‘hot topic’ in the media because… Ultimately, this adds up to money wasted on advertising that never had the opportunity to have an impact
  5. 5. © comScore, Inc. Proprietary. 5 Why ad campaigns often fail to hit their target Demographic data becomes outdated Not all registration data is accurate More than half of computers are shared, so cookies can show ads to the wrong person Some targeting infers demography based on content consumption
  6. 6. © comScore, Inc. Proprietary. 6 Overall average in-target rate for online campaigns is 43%, with variance seen across product categories *The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks. **Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness % In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S. CPG campaigns had the lowest observed in-target rate
  7. 7. © comScore, Inc. Proprietary. 7 Why ad campaigns are not always viewable User leaves page before 1 second Non-human traffic drives up impression counts, when a person never actually saw the ad User’s browser isn’t on full-screen setting
  8. 8. © comScore, Inc. Proprietary. 8 % In-View: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S. *The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks. **Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second. ***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness. Overall average in-view rate is 46%, with variance seen across product categories, though less so than in-target CPG campaigns had the highest viewability, with over 50% of ads non- viewable
  9. 9. © comScore, Inc. Proprietary. 9 The IAB cites that 36% of online traffic is invalid
  10. 10. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 10 The ConAgra Case Study
  11. 11. © comScore, Inc. Proprietary. 11 Case Study ConAgra used vCE to monitor campaign performance against its goals, and this baseline evaluation provided startling insights:
  12. 12. © comScore, Inc. Proprietary. 12 Case Study With only 50% of impressions in-view and 25% of impressions hitting the intended demo-target, ConAgra decided to make in-target and in-view delivery a mandate for their campaigns
  13. 13. © comScore, Inc. Proprietary. 13 ConAgra Foods determines media buying strategy Spark Communications negotiates and monitors campaigns Publishers optimize delivery in-flight ConAgra aligns with agency and publishers • Display guarantees: 80-100% viewable delivery • Video guarantees: 90-100% in-target audience • Executes negotiations • Works directly with publishers to maintain delivery metrics within guaranteed rates • Publisher permissioning empowers publishers to ensure delivery quality throughout campaign
  14. 14. © comScore, Inc. Proprietary. 14 Increased validated and in-target rates greatly improve brand lift
  15. 15. © comScore, Inc. Proprietary. 15 Increased validated rates greatly improve effectiveness and efficiency
  16. 16. © comScore, Inc. Proprietary. 16 1. Integrated viewability reporting improves accuracy of performance data 2. Alignment with media sellers is critical to achieving campaign goals 3. Optimizing for viewability and audience delivery significantly improves branding impact for advertisers 3 Big Takeaways
  17. 17. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 17 Top 5 Burning Questions
  18. 18. © comScore, Inc. Proprietary. 1818© comScore, Inc. Proprietary. What recommendations do you have for audience and viewability guarantee negotiation?
  19. 19. © comScore, Inc. Proprietary. 1919© comScore, Inc. Proprietary. How do you optimize your campaign in- flight to achieve your goals?
  20. 20. © comScore, Inc. Proprietary. 2020© comScore, Inc. Proprietary. What can publishers do to improve the viewability of their advertising inventory?
  21. 21. © comScore, Inc. Proprietary. 21 Industry benchmarks can help media buyers and sellers set campaign delivery expectations. 21© comScore, Inc. Proprietary. How do you address fraudulent delivery?
  22. 22. © comScore, Inc. Proprietary. 2222© comScore, Inc. Proprietary. Beyond improving sub-optimal delivery, what else should I be thinking about?
  23. 23. © comScore, Inc. Proprietary. 23© comScore, Inc. Proprietary. 1. What recommendations do you have for audience and viewability guarantee negotiation? 2. How do you optimize your campaign in-flight to achieve your goals? 3. What can publishers do to improve the viewability of their advertising inventory? 4. How do you address fraudulent delivery? 5. Beyond improving sub-optimal delivery, what else should I be thinking about? Top 5 Burning Questions
  24. 24. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc Thank you
  25. 25. AFRIS. AsianFoodRegulationInformationService. We have the largest database of Asian food regulations in the world and it’s FREE to use. We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital Library. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com

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