1630 omma metrics josh chasin

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  • We’ve observed, and have heard anecdotally, that campaigns can have as many as 30% of impressions served but never seen.According to mpire…There are companies in the ad verification space; my prediction is that ad verification is a feature, not a product.
  • CPG Campaign:75 X 1 = 7514 X 2 = 285 X 3 = 152 X 4 = 84 X 5 = 20100 people would show as 146Top campaign: 21052 X 1 = 5218 X 2 = 369 X 3 = 275 X 4 =2015 X 5 = 75
  • In TV, the GRP– which is the sum of reach X frequency– works as a measure of tonnage because if you buy 210 points, you aren’t going to deviate too far from a 70 and a 3. But online…
  • 1630 omma metrics josh chasin

    1. 1. Making Sense of Measurement:<br />Where Have We Been? Where Are We Going?<br />Josh Chasin; Chief Research Officer; comScore<br />Presented at the OMMA Metrics, July 21, 2011<br />
    2. 2. @jchasin<br />
    3. 3. Why Is There So Much Darned Confusion and Complexity Around Internet Measurement?<br />The Internet is the most measurable medium<br />The Internet is the medium with the most measures<br />
    4. 4. As the Great Media Planner Albert Einstein said…<br />Everything should be made as simple as possible… but no simpler.<br />
    5. 5. The Digital Ecosystem…<br />
    6. 6. …the Network TV Ecosystem<br />
    7. 7. Making Measurement Make Sense: the 5 Principles<br />Move to a “viewable impressions” standard and count real exposures online.<br />Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.<br />Reach & frequency against a target<br />Because all ad units are not created equal, we must create a transparent classification system.<br />Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building.<br />Digital media measurement must become increasingly comparable and integrated with other media.<br />
    8. 8. Where We’re Going…<br />Measuring viewability<br />Parsing campaign delivery into target reach and frequency<br />Toward impression quality metrics<br />Continued innovation in branding metrics<br />Breakthroughs in measuring mobile<br />Continued convergence of Web Analytics and Audience Measurement<br />
    9. 9. Measuring Viewability<br />
    10. 10. On Campaign-Level Viewability:<br />“Mpirealso conducted a test directly on a top ten ad network, with the goal of proving the power of referrer and fraud data to unlock the hidden value of horizontal networks. The impressions were bought on a CPM-basis, rather than on a CPC or CPA basis. The results were revealing. While a large percentage (50%) of the impressions were never within view of a user, the click/impression fraud volume, while substantial, was significantly lower than on the exchange based buys.”<br />Identifying and Combatting Fraud to Optimize Ad Network Buys; Marissa Gluck, Radar Research, for mpire<br />
    11. 11. Parsing Campaign Delivery into Target Reach and Frequency<br />
    12. 12. Many Exposed People are Counted Multiple Times as Distinct Cookies<br />Even at these levels of cookie deletion… in this campaign, 100 different persons would show as 146 Unique Cookies<br />
    13. 13. Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers<br />65% of <br />exposures<br />
    14. 14. Not all Digital GRPs are Created Equal<br />Because of cookie deletion, even capping at 6x can be a challenge<br />Frequency Capping Increases Reach and <br />Reduces Frequency Skews<br />46 MM Impressions<br />Reach = 10.5MM <br />Average Frequency = 4.1<br />46 MM Impressions<br />Reach = 2.97MM<br />Average Frequency = 14.5<br />
    15. 15. By the Way…<br />Cookie sharing on multi-user machines renders cookie targeting by demographics imprecise at best<br />
    16. 16. Toward Impression Quality Metrics<br />
    17. 17. What is an Impression Worth?<br />
    18. 18. This is an Impression.<br />
    19. 19. Traditionally, Advertising Metrics Are, Literally, 2-Dimensional<br />Those 2 dimensions are<br />Reach (how many)<br />Frequency (how much)<br />In digital:<br />SO MANY choices <br />SO MUCH fragmentation<br />Different objectives<br />…that we cannot evaluate campaign performance without attempting to assign differential value to impressions<br />
    20. 20. The Greatest Challenge in Digital Metrics: The Last Two Feet<br />The last 2 feet<br />Who’s out there?<br />Are they engaged with the content?<br />Did they see your ad?<br />For how long?<br />How did they experience your ad?<br />
    21. 21. Media Metrics 3D: The Measuring!<br />Differential scoring of impressions adds the missing dimension to advertising and audience measurement<br />Frequency<br />Impression quality<br />Gross Rating Points<br />Reach<br />Exposure scoring<br />Alas, there is no single metric that immediately lends itself universally to relative scoring of exposure<br />Because different ad campaigns have different communications objectives<br />Is it better to show me an ad or to get me to Facebook Like you?<br />
    22. 22. But How Do You Measure Impression Quality?<br />Time spent (duration) with the ad?<br />Emotional connection with the media vehicle content?<br />Emotional connection with the creative?<br />Lack of competitive clutter?<br />Visibility?<br />Change in awareness, attitude, favorability, or purchase intent?<br />Drive to website, search, or store?<br />A clickthrough?<br />Variable based on consumer place in purchase cycle?<br />Variable based on consumer presence in category?<br />22<br />
    23. 23. Impression Quality Metrics: A Call to Action<br />Can we develop a single metric that allows us to compare the quality of impressions across consumers, campaigns, media, and vehicles?<br />I’m guessing no, but we should try...<br />If not, can we develop an array of impression scoring metrics based on the different advertiser objectives at play?<br />And an ecosystem that can accommodate variable impression scoring based on marketing objective?<br />
    24. 24. Continued Innovation in Branding Metrics<br />
    25. 25. Is There a Disconnect?<br />I want to sell you real time delivery of impressions to cookies<br />I want to get brand messages to an engaged consumer<br />Advertiser<br />(Spendus Digitalis)<br />The Digital Ecosystem<br />(QuantificusAlgorithmus)<br />
    26. 26. Branding Contribution Can be Measured… and Different Sites, Campaigns Perform Differently<br />It is possible to evaluate the contribution to branding of different impressions across different publishers in the same campaign<br />
    27. 27. Breakthroughs in Measuring Mobile<br />
    28. 28. Mobile I Not a Silo…<br />Mobile<br />Mobile<br />Tablets<br />Website<br />
    29. 29. Consumers Follow Publisher Content Across Screens Throughout the Day<br />
    30. 30. Mobile Measurement Challenges<br />
    31. 31. Mobile Measurement Challenges<br /> Technical <br /> Measurement <br /> Challenges<br /> Methodology<br /> Challenges<br />
    32. 32. Consistent Measurement of Std. Web; Mobile Web, and Apps<br />Consistent Measurement across Operating Systems<br />Integrate Best Data Sources into Unified Methodology<br />Determine Unduplicated Audience across MultiplePlatforms<br />Mobile Measurement Challenges<br />
    33. 33. The Digital Measurement Ecosystem<br />Integrate into holistic Internet measurement<br />…and surveys<br />Site-centric measurement is essential<br />Network-centric measurement can become bedrock<br />Panels matter, but concepts must evolve<br />
    34. 34. Building Unduplicated Digital Reach<br />Home<br />Work<br />Home + Work<br />Other<br />Mobile<br />Multiple Shared use machines<br />Web<br />Apps<br />Schools<br />Libraries & Other<br />
    35. 35. Continued Convergence of Web Analytics and Audience Measurement<br />
    36. 36. Hold On… You’re Both Right!<br />Panel centric!<br />Site centric!<br />
    37. 37. To Sum Up<br />
    38. 38. Where We’re Going<br />Viewable impressions<br />Persons reach & frequency<br />Impression quality metrics need to be developed<br />Innovation in branding performance<br />Breakthroughs in mobile measurement<br />Integration of mobile and computer-accessed content<br />Convergence of Web Analytics and Audience Measurement data<br />

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