Audrius Janulis Adform komercijos direktorius Baltijos šalims komentuoja P&G veiksmų planą Best Internet 2017 renginyje Vilniuje.

1. Špargalkė reklamos
užsakovams 2018
Audrius Janulis, Commercial Director, Baltics
2017-09-28
1

2. Digital media ecosystem
2
Data &
metrics
Verification Measurement
analytics
Data
suppliers
Data
aggregators
Media
Planning
tools
DSP
Ad Server
DMP
Buy side
Exchange DMP
Sell side
Publishers
Rich Media PMP
Automated GuaranteedAd Server
SSP
Advertisers
/ Agencies

3. Lifecycle of impression
3
Rezultatas
P
A
R
O
D
Y
M
A
I

4. Lifecycle of impression
4
P
A
R
O
D
Y
M
A
I
Nežkrauti
parodyma
i
Adblock‘a
s
Užkrauti
parodyma
i
Robotai
(NHT/Frau
d)
Nematom
i
Matomi
Click
Sudominę
Nesudomi
nę
Reklamdavi
o
švaistoma
vertė

5. Lifecycle of impression
5
P
A
R
O
D
Y
M
A
I
Nežkrauti
parodyma
i
Adblock‘a
s
Užkrauti
parodyma
i
Robotai (NHT/Fraud)
Nematom
i
Matomi
Click
Sudominę
Nesudomi
nę

6. 6
“It's time to grow up. It's time for action”
- Marc Pritchard, P&G Chief Brand Officer

7. P&G action plan
7
Adopt one MRC
validated viewability
standard
Viewability
Get transparent agency
contracts
Transparency
TAG certified ad
fraud prevention
Fraud
Implement MRC
accredited 3rd party
measurement
verification
Verification
Vote with your
dollars
Money talks

8. 1. Viewability
8
Adopt one MRC validated viewability standard

9. What’s viewability?
9

10. What’s MRC?
10

11. Video viewability standards are inconsistent
Organisation Video viewability standard
50% in-view, 2 seconds
Desktop: 100% in-view, 3 seconds
Mobile: 50% in-view, 3 seconds
50% in-view, 2 seconds
100% in-view, 3 seconds
100% in-view, upon start
In-feed: 100% in-view, 3 seconds
Stories: 100% in-view, upon start
11

12. Is it a perfect standard? No.
12

13. Is it a perfect standard? No.
13

14. Improved GroupM standard
14

15. Custom standard? Possible with Adform for extra fee.
15

16. 14 viewable s = 1 viewed s
16
Source: http://www.campaignlive.co.uk/article/online-ads-viewable-14-seconds-seen-says-eye-tracking-study/1410699

17. Viewability related to ad effectiveness
17
Source: https://www.ipglab.com/wp-content/uploads/2016/02/Viewability_FINAL-1.pdf

18. Average viewable time in Lithuania
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Banners: 18 s Video: 7.8 s

19. What‘s next? Brand / video exposure duration
19
Source: http://support.adform.com/documentation/good-to-know/adform-viewability-testing-tool/
Source: http://www.lumapartners.com/presentations/digital-brief-016-the-evolution-of-digital-measurement/

20. P&G action plan
20
Adopt one MRC
validated viewability
standard
Viewability
Implement MRC
accredited 3rd party
measurement
verification
Verification

21. 2. Verification
21
Implement MRC accredited 3rd party
measurement verification

22. Why do you need a third party verification?
22

23. Which Is Why Adform Offers One of the Most Vetted Platforms on the Market
Trust & Transparency Matters
23
MRC Accredited
Compliance with
ad impressions
and viewability
measurement
guidelines
* General invalid traffic criteria (like non-human traffic) as defined by MRC
** The Trade Desk, MediaMath, Rocket Fuel, TubeMogul (Adobe), BrightRoll, Turn, DataXu, Facebook
Invalid Traffic
(GIVT)*
Display
Impression
Measurement
Display
Viewability
Measurement
Video
Impression
Measurement
Video
Viewability
Measurement
Desktop     
Mobile-Web     
InApp     
Other leading DSPs**     

24. P&G action plan
24
Adopt one MRC
validated viewability
standard
Viewability
Get transparent agency
contracts
Transparency
Implement MRC
accredited 3rd party
measurement
verification
Verification

25. 3. Transparency
25
Get transparent agency contracts

26. 26
“Having unprofitable agencies is not good business
and can lead to practices that we don‘t want”
- Marc Pritchard, P&G Chief Brand Officer

27. Share of digital ventures within The Big Four
27

28. P&G action plan
28
Adopt one MRC
validated viewability
standard
Viewability
Get transparent agency
contracts
Transparency
TAG certified ad
fraud prevention
Fraud
Implement MRC
accredited 3rd party
measurement
verification
Verification

29. 4. Eliminate fraud
29
TAG certified ad fraud prevention

30. What’s fraud?
30
Fake news / reviewsClick farmsMalvertising

31. What’s TAG?
31

32. P&G action plan
32
Adopt one MRC
validated viewability
standard
Viewability
Get transparent agency
contracts
Transparency
TAG certified ad
fraud prevention
Fraud
Implement MRC
accredited 3rd party
measurement
verification
Verification
Vote with your
dollars
Money talks

33. 5. Money talks
33
Vote with your dollars

34. 34

35. P&G action plan
35
Adopt one MRC
validated viewability
standard
Viewability
Get transparent agency
contracts
Transparency
TAG certified ad
fraud prevention
Fraud
Implement MRC
accredited 3rd party
measurement
verification
Verification
Vote with your
dollars
Money talks

36. 6. One more thing… GDPR
36

37. Good or Bad? Depends how you look at it.
37

38. Adform is GDPR ready
38
GDPR Requirement Adform Readiness
Privacy By Design
• Fully avoiding sensitive data and subjects
• Encrypt data whenever required
• Privacy Impact Assessments

Designed to be a Data Processor
• ADVs /DPAs
• ISO 27001 Certification

Overview of all Company PII 
Breach Notification to Authorities 
Right To Be Forgotten 
Data Portability Feature 
Designated Data Protection Officer 

39. Špargalkė
39

40. 5 klausimai 2018-iems
1. Kaip jūs skaičiuojate matomumą?
2. Ar leidžiate statistiką audituoti trečiąja
šalimi?
3. Ar mūsų atlygis pilnai padengia jūsų
sąnaudas?
4. Kaip jūs kovojate su sukčiavimu?
5. Kaip jūs pasiruošę GDPR?
40

41. Šaukiu aš rinką
„Šaukiu iš amžių: – Ateities nevertas,
Kas dabarties nedrįso tautai nešt“
„Iš sutemų, iš prieblandų išeikit,
Uždekit naują ugnį širdyse“
41
- Bernardas Brazdžionis, 1941

42. Audrius.Janulis@adform.com