Omma metrics josh_chasin


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Omma metrics josh_chasin

  1. 1. On Making Measurement Make Sense:<br />A Vendor’s Perspective<br />Josh Chasin; Chief Research Officer; comScore<br />Presented at the OMMA Metrics, March 23, 2011<br />
  2. 2. @jchasin<br />
  3. 3. First, The Bottom Line<br /> If only there was one single magic number that made digital as easy to buy as TV…<br />I believe there are legitimate pain points the industry faces, and that these are all embedded in the findings of the MMMS pre-work<br />However, I do not believe all these pain points are all, at core, measurement issues<br />Even though they may have been articulated as such<br />We CAN work together– publishers, advertisers, agencies, measurers– to bring more money into digital<br />
  4. 4. Pain Points<br />Ecosystem complexity<br />And the resulting need for a simple compelling narrative<br />A need for some sort of engagement metric<br />Pre-buy vs. Post-buy<br />
  5. 5. Pain Point #1: The Ecosystem is Complex<br />
  6. 6. As the Great Media Planner Albert Einstein said…<br />Everything should be made as simple as possible… but no simpler.<br />
  7. 7. The Digital Ecosystem…<br />
  8. 8. …the Network TV Ecosystem<br />
  9. 9. Is There a Disconnect?<br />I want to sell you real time delivery of impressions to cookies<br />I want to buy an engaged consumer<br />Advertiser<br />(Spendus Digitalis)<br />The Digital Ecosystem<br />(QuantificusAlgorithmus)<br />
  10. 10. Pain Point #2: The Need for an Engagement Metric<br />
  11. 11. This is an Impression.<br />
  12. 12. In the Beginning, All We Needed Were Gross Ratings Points<br />Gross Ratings Points: for given target, GRP = Reach X Frequency*<br />Reach: how many of these<br />Frequency: how many of these per person<br />Frequency<br />Gross Rating Points<br />Reach<br />* Specifically, % reach X average frequency<br />
  13. 13. Advertising Metrics Were, Literally, 2-Dimensional<br />..and that was enough, because if you bought enough TV, your campaign worked<br />But today there are:<br />SO MANY advertising choices (media, vehicles, inventory types)<br />SO MUCH fragmentation<br />SO MANY communications objectives<br />…that we cannot afford to assume all impressions are equal<br />
  14. 14. Metrics Have Emerged to Attempt to Measure the Quality of the Impression Itself<br />In print… Starch noticing weights<br />Ad verification, brand health metrics, etc.<br />And the great, elusive metrics kahuna…<br />“Engagement’<br />How do we place a differential value on the quality of the impression?<br />
  15. 15. 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 />
  16. 16. Media Metrics 3D: The Measuring!<br />Differential scoring of impressions adds the missing dimension to advertising and audience measurement<br />Frequency<br />Engagement<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 />
  17. 17. But What Is Engagement (or, if You Prefer, Impression Quality?)<br />Emotional connection with the media vehicle content?<br />Emotional connection with the creative?<br />Time spent (duration) with the ad?<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 />17<br />
  18. 18. Engagement Measurement: 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 />
  19. 19. Pain Point #3: A Disconnect Between the Pre-buy and Post-buy<br />
  20. 20. If Only We Could Make the Internet as Simple as TV…<br />In TV, planning, buying, and campaign post-analysis are all done with a single currency: the Nielsen ratings<br />But, since here in digital we have publishers and Page Views, not broadcasters and Program Ratings, maybe broadcast isn’t the appropriate media metaphor<br />In the print business, MRI (magazines) and Scarborough (newspaper) are the “pre-buy” currency<br />But guarantees and post-analysis are done on circulation (ABC data)<br />Ad server data is essentially the digital analogue for circulation data<br />
  21. 21. You need the weather forecast to tell you whether or not to bring an umbrella tomorow…<br />…But you know whether it HAS rained based on how wet you actually got<br />You Don’t Need a Weatherman to Know Which Way the Wind Blows<br />
  22. 22. A Plea…<br />
  23. 23. Please: We Do Not Need a Metrics Tribunal<br />
  24. 24. The Most Measurable Medium…<br />…is, invariably, the medium with the most measures<br />Digital advertising is inherently complex and multifaceted<br />Search, display<br />Video, rich media<br />CTR, exposure, awareness, sales impact, etc.<br />Pre-shop, movement through the funnel<br />Brand value<br />Social<br />Mobile<br />Tablets<br />Next year there will be 3 more things on this list, and I have no idea what they will be<br />
  25. 25. Metrics are a Vital Component of the Ecosystem<br />We already have a great system for assuring that new and resonant metrics will continue to emerge and evolve<br />It’s called the free market system<br />Metrics and measurement are a sector of the “delicate balance of nature” that is the digital ecosystem<br />And as such, contribute to the health of that ecosystem to the extent that we are unfettered to innovate and thrive<br />We all know the engine of growth in this space is innovation<br />A tribunal is anathema to innovation<br />
  26. 26. Note: this presentation is not, in fact, accredited by the MRC.<br />Metrics are a Vital Component of the Ecosystem<br />To the extent that we need a tripartite body to audit and accredit the vast panoply of digital metrics… we’ve already got that<br />Let’s all agree to work together to make sure that the MRC is sufficiently focused and energized to fill whatever unmet need here might still exist<br />And first and foremost, that means publishers, advertisers and agencies invested in the health of the ecosystem and the robustness of digital metrics, join the MRC and become part of the solution<br />How do we make sure the MRC is sufficiently “digital”?<br />If enough of you join the MRC, you will have done so<br />
  27. 27. A Prescription: Compelling Narrative<br />
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  30. 30. The Digital Ecosystem…<br />
  31. 31. The Complex Ecosystem: A Call to Action<br />The antidote to the challenge of a complex ecosystem is to develop a compelling narrative<br />Let’s work on that narrative<br />How can we make the story of digital advertising as simple and compelling as the story of TV advertising? As magazine advertising?<br />
  32. 32. To Sum Up…<br />
  33. 33. Summary: Talking Points<br />The complexity of the ecosystem is a barrier to revenue growth<br />And there isn’t a magic metric that can remove that complexity<br />A good thing for the industry to focus some creativity and brain power on is measurement strategies around engagement<br />Or, if you prefer, differential scoring of impression quality<br />We have different datasets for pre-buy versus post-buy<br />That’s part of the complexity, but a fact of life<br />Innovation drives all parts of the ecosystem including metrics<br />Before we rush to the conclusion that measurement needs fixing, let’s get the narrative nailed down<br />Metrics reinforce, embellish, and drive home the stories we tell<br />But we need to figure out what those stories are first<br />
  34. 34. If We Build the Narrative…<br />…the metrics will be there<br />But let’s nail down the narrative first<br />So we can live happily ever after<br />