Jessica Miles, Sales Director ANZ, Integral Ad Science, spoke on "Driving Cut Through: Quality Metrics that Deliver Attention"

1. Driving Cut Through:
Media quality metrics that
deliver attention
Jessica Miles
Sales Director, Australia and New Zealand

2. Why does this matter for digital automotive advertising?
2

3. Half the money I spend on
advertising is wasted;;
the trouble is,
I don't know which half.
“
”
3

4. Media quality challenges create negative value for advertisers
4
FRAUDVIEWABILITY
BRAND
SAFETY

5. The state of digital advertising in for Australian automotive brands
5
Source: Integral Ad Science, “H2 2017 Media Quality Report” benchmarks, Australian Edition.
Digital advertisers face industry challenges:
Only 52% of digital
impressions in auto
advertising are
viewable via the MRC
standard
Up to 2.4% of digital
impressions in auto
advertising are
fraudulent
Around 5% desktop
display impressions in
Australia lands near risky
content

6. Digital is difficult
6

7. Verification creates the
opportunity for
performance
7

8. ADDITIVE
VALUE
Zero is the point where there is an opportunity to influence
8
0 100%

9. ADDITIVE
VALUENEGATIVE
VALUE
In order to get to zero, you need protection from threats to value
9
0 100%

10. Not
brand
safe
ADDITIVE
VALUENEGATIVE
VALUE
Risk can diminish brand equity
10
0 100%

11. 11
Sleeping Giants

12. 12
Car portals and content

13. Fraudulent
Not
brand
safe
ADDITIVE
VALUENEGATIVE
VALUE
Fraudulent impressions are always a waste
13
0 100%

14. The monetary impact of fraud
14
The IAB and Ernst & Young estimate
that $4.6 billion is lost due to ad
fraud/NHT annually
The ANA estimates that
$7.2 billion is lost due to
ad fraud/NHT annually

15. Global ad fraud activity: current state by market
15
Source: H2 2017 Integral Ad Science Media Quality Report
US
14.6%
UK
AUSTRALIA
8.3%
7.7%

16. Fraudulent
Non-­‐Viewable
Not
brand
safe
ADDITIVE
VALUENEGATIVE
VALUE
Do “viewable” ads have a chance to be impactful?
16
0 100%

17. 17

18. Were you able to
catch the brand?
2 seconds
18

19. 19
1 Second

20. Were you able to
catch the brand offer?
1 second
20

21. Fraudulent
Non-­‐Viewable
ADDITIVE
VALUENEGATIVE
VALUE
So, how do you move beyond and grow your campaign value?
21
?
VERIFICATION
&
OPTIMIZATION
Not
brand
safe
0 100%

22. Quality
Quantity
22

23. 23

24. 24
5 seconds
Time is the true driver of impact

25. 25

26. Before we even saw
the brand.
26 seconds
26

28. Were you able to
catch the brand?
2 seconds
28

30. Significantly more
valuable
6 seconds
30

31. 31

32. What did we learn
about the brand?
7.5 seconds
32

33. 33

34. How much more is
this worth?
15 seconds
34

35. Impressions alone
don’t create impact,
Time-­in-­view does.
35

36. Viewability is more than binary
Source: IPG Media Lab, Integral Ad Science, “The science behind the standards,” 2015.
+
+
8x
36

37. Creative Time
37

38. 38
Anchor
exposure

39. How does exposure
time relate to
reach and frequency goals?
39

40. Reach & Frequency
Exposure after a
single impression
Cumulative
exposure
40

41. 41

42. 3 Exposures
3 Exposures
3 Exposures

43. 3 Exposures
3 Exposures
3 Exposures

44. 3 Exposures
3 Exposures
3 Exposures
1 30Seconds
18

45. 3 Exposures
3 Exposures
3 Exposures
1 30Seconds
18
1 30
6
Seconds

46. 3 Exposures
3 Exposures
3 Exposures
1 30Seconds
18
1 30
6
1 30
13
Seconds
Seconds

47. First, you need protection from media quality challenges
47
ADDITIVE
VALUENEGATIVE
VALUE
Impression
volume
0 100%

48. Once each of your impressions are protected, it’s time to focus on
growing your campaign value
48
ADDITIVE
VALUENEGATIVE
VALUE
Impression
volume
0 100%

49. Get past zero with by focusing on time spent with your consumer
49
ADDITIVE
VALUENEGATIVE
VALUE
Impression
volume
0 100%

50. Digital advertising can build value if…
50
Potential to
influence
consumers
POSITIVE
VALUE
Digital
delivers
when
impressions…
• Are
viewable
• Are
human
• Are
safe
• Are
time-­‐in-­‐view
optimized
for
ROI

51. Sufficient exposure and message frequency is key in
a fragmented consumer experience
600+
potential
exposures to ads
per day
51

52. 50+ automotive brands
Time-­in-­view matters.
Single exposure and cumulative.
And one size does not fit all.
52

53. Jessica Miles
Sales Director, Australia and New Zealand
jmiles@integralads.com
Thank you

54. 54