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Interact 2017 Keynote speech: Delivery Chain Quality by John Montgomery, VP Global Brand Safety, GroupM

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Interact 2017 Keynote speech: Delivery Chain Quality by John Montgomery, VP Global Brand Safety, GroupM

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Interact 2017 Keynote speech: Delivery Chain Quality by John Montgomery, VP Global Brand Safety, GroupM

  1. 1. YOU GET WHAT YOU PAY FOR (GOEDKOOP IS DUURKOOP) 1
  2. 2. DIGITAL MEDIA HAS BEEN IN THE NEWS RECENTLY
  3. 3. WAIT, IT GETS WORSE
  4. 4. The push for efficiency
  5. 5. COULD THERE BE A RELATIONSHIP BETWEEN THE PUSH FOR EFFICIENCY AND DIGITAL QUALITY?
  6. 6. CPM 6
  7. 7. THE  RISK  TO    PUBLISHERS YOUR AD HERE!
  8. 8. YOU CAN BUILD A CAMPAIGN OUT OF NON-EXISTENT IMPRESSIONS
  9. 9. THE BASIC TRUTH An ad that cannot be seen (by a human) has no value “
  10. 10. HOW  DO  WE  TURN   THIS  AROUND? 10
  11. 11. WHAT IS QUALITY? 11 An ad that is seen, by a human, in the assigned demographic and in a safe environment
  12. 12. At  Least  50% At  Least  55% At  Least  65%   At  Least  70% 100 118 141 © comScore, Inc. Proprietary. IMPACT OF VIEWABILITY ON INDEX OF SALES LIFT 168 CLIENT A CASE STUDY ACROSS CPG CATEGORY GROUPM CONFIDENTIAL AD VIEWABILITY DRIVES SALES LIFT 12
  13. 13. 0% 20% 40% 60% 80% 100% Q4  2014 Q2  2016 GroupM   Standard MRC  Standard QUALITY AND VIEWABILITY INCREASE IN THE US? *MOAT BENCHMARKS FOR MRC & GROUPM VIEWABILITY STANDARD FOR DIRECT SOLD VIDEO INVENTORY Q4 2014 VS Q2 2016 VIEWABILITY TREND WHAT DID WE LEARN IN THE US? • Trading leadership is key • 95% of US vendors now accept US’ standards • (it took nearly two years) • Decision to introduce higher standards vindicated • We should have started tagging earlier! • Client support was vital GROUPM CONFIDENTIAL
  14. 14. LOW FRAUD/HIGH QUALITY CLIENTS BUY PREMIUM INVENTORY GROUPM CONFIDENTIAL 0 5 10 15 20 25 30 35 40 ANA/WHITEOPS 2015 FRAUD STUDY NHT % By Advertiser %FRAUD 14
  15. 15. WONT VIEWABILITY INCREASE THE PRICE OF INVENTORY? ACTUALLY, QUITE THE OPPOSITE
  16. 16. WHAT CAN YOU DO?
  17. 17. THANK-YOU john.montgomery@groupm.com @taxidodger

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