How to Yield Higher Results on Your Digital Ads By Decision Lab

1. The Speakers
Le Hoai Tram
Tram holds a Master’s Degree in
Digital Marketing from the
University of Southampton and is
currently working in Decision Lab,
taking lead on Effect Lab - a
product measuring the brand
impact of digital advertising
campaigns.
Aske Østergård
Aske has more than 11 years of
international experience in
consulting and marketing research.
Prior to founding Decision Lab, he
built up and led Epinion from a
bold idea into a leading and
thriving market research company.

2. Helping Marketers to
establish a return on their
Digital Ad Investment Measuring and validating digital ad campaigns
since 2014
More than 1 billion impressions tracked every
month in Vietnam
Awarded “Best Audience Measurement
Platform” by Digiday Signals Awards in 2016
Google 3PAS certified
Third Party Facebook Impression and click
validator

3. How to yield higher
results on your digital ads
B Y M E A S U R I N G A U D I E N C E S A N D B R A N D
E F F E C T I V E N E S S

4. According to the
ARF’s “Digital Metrics
Field Guide” there
are 197 Digital
Metrics to measure
performance
The jungle of Digital Metrics
CPC CTR
CPA
CPM
CPD
CPL
CPCV
MUTE AND UNMUTE (%)
AVERAGE VIEW TIME
PAUSE (%)
VIEWS
AVERAGE INTERACTION RATE

5. “Not everything that
counts can be counted; and
not everything that can be
counted counts”
– Albert Einstein

6. Question #1:
What is your primary
goal for this campaign?

7. Awareness
TARGET AUDIENCE
Unfamiliar with the product
The consumer journey may not be
simple and linear, but…
Consideration
TARGET AUDIENCE
On the fence about the product
Action
TARGET AUDIENCE
Ready to act
The consumer journey may not be
simple and linear

8. Question #2:
What are the KPIs for
this marketing goal?

9. • Reach & Frequency
• Impressions
• In-target delivery
rates
• Lift in Campaign
Awareness
• Lift in Brand
Awareness
• Reach & Frequency
• Quartiles of video
viewed
• Lift in Consideration
• Lift in Favorability
• Reach & Frequency
• (Unique) CTR
• Sales
• Leads
• Signups
• Lift in Purchase Intent
Metrics that matter
Awareness Consideration Action

10. FACEBOOK’S DEFINITION
03 seconds
TWITTER’S DEFINITION
50% in-view for 03
seconds
YOUTUBE’S DEFINITION
“Around” 30
seconds
Different platform, different view
definition

11. Cumulative Impact on Purchase Consideration
Source: Facebook commissioned Nielsen to conduct a global analysis of 173 BrandEffect studies (Dec 2014–Feb 2015). Test/control
design of the studies measured attitudinal impact of an ad campaign.
CUMULATIVEIMPACT
TOTAL SECONDS OF VIDEO WATCHED
0 3 10 20 30
72%
44%

12. Question #3:
How do I measure these
KPIs?

13. PEOPLE-BASED
AUDIENCE
MEASUREMENT
• Reach & Frequency
• Impressions
• In-target delivery rates
• Reach & Frequency
• Quartiles of video
viewed
• Reach & Frequency
• (Unique) CTR
• Sales
• Leads
• Signups
Choosing the right measurement
tools
Awareness Consideration
CROSS-CHANNEL
BRAND LIFT SURVEYS
• Lift in Campaign
Awareness
• Lift in Brand Awareness
• Lift in Consideration
• Lift in Favorability
• Lift in Purchase Intent
Action

14. Putting it all together
Case story

15. Embracing Agile Marketing
DEFINE
OBJECTIVE
MAX ROI
TWEAK
PLAN
EXECUTE
MEASURE
SET KPIs

16. Campaign KPIs
Brand YoMost
Campaign
Start
Week 1
Campaign End Week 14
Target Group Teens and
Young
Adults 16-
24
(13,089,179
)
BRAND AWARENESS
LIFT
1.3x
IN-TARGET DELIVERY
RATE
60%
(31%)
REACH IN TARGET
GROUP
8,377,074
(64%)

18. The Results
69%
64%
Reach
80%
60%
In-target
Delivery
1.5x
1.3x
Brand Lift
Results KPI

19. • Choose your KPIs based on your marketing goal
• Measure people across “everything”
• 1 + 1 = 3. Cross-channel and ad synergies often exist
• Tweak and optimize mid-flight – don’t wait till it’s too late
Key Takeaways