All advertising is difficult to measure. Brand advertising is the hardest of them all. How do you know if these ads are changing Customer perception, increasing inclination to buy your product or giving your brand an edge over your competitors? Thankfully, with today's digital media , you can measure a lot of these and many more. You can do Brand Lift Studies and get results in days. This is a presentation I made for all marketers who have faced these questions like I do. So, enjoy reading and share your comments and feedback

1. Was my audience
paying attention?
Did they watch my ad with
the volume on?
Did they get to see
my message and
brand?
Did they watch the full
ad or abandon after a
few seconds?

2. MEASURING EFFECTIVENESS
OF BRAND ADVERTISING IN A
DIGITAL WORLD
@sachinkapur

3. THE NEED FOR BRAND ADVERTISING
Increase
Loyalty
Decrease Price
Sensitivity
Increase
margins
Create a Halo of
brand associated
with all products
No new
Ideas

4. BRAND ADVERTISING IN A DIGITAL WORLD
Programmatic
Guaranteed
Video Ads Bidding for your
Brand on Search
Engines

5. PROGRAMMATIC GUARANTEED
ØReplaces manual execution
ØOptimize multiple campaigns

7. BRAND VIDEO ADS
ØTell the story behind your brand
ØTell why is your brand worth their
time

8. Source: YouTube Brand Lift Analysts
Source: YouTube Brand Lift Analysts
BRAND VIDEO IMPACT

9. REGIONAL VIDEO LANDSCAPE
SOUTHEAST ASIA RECORDS 230% GROWTH IN MOBILE VIDEO AD CONSUMPTION

10. GROWING NATIONS OF VIDEO ADVERTING

11. BIDDING FOR YOUR BRAND ON SEARCH
ØProtect your brand
ØPaid ads + organic listings lifted
clicks by 32%

12. Half the money I spend
on advertising is wasted;
the trouble is, I don't
know which half.
JOHN WANAMAKER

13. MEASURING BRAND ADS EFFECTIVENESS
Ø Business Impact
Ø Customer Impact

15. MOST COMMON OUTCOMES ASSOCIATED WITH BRAND CAMPAIGNS
ØAttract prospects
ØShare your business Value
proposition

16. MOST COMMON OUTCOMES ASSOCIATED WITH BRAND CAMPAIGNS
ØMake them buy more
ØDrive Offline Sales
ØIntroduce your brand

17. MEASURING VIDEO ADS
01
02
03
Viewability
Brand Lift Studies
Metrics

18. VIEWABILITY
Ø Track only impressions that can be actually seen by users
Ø Research says up to 54% Ads are not viewable
Ø IAB defines viewability as 50% visible for at least one second
Ø Video Ads are viewable if 50% of the video ad is in view and
playing for at least 2 seconds

20. BRAND LIFT
Brand Lift is the increase in achievement of the main marketing objectives of a brand
advertising campaign.

21. BRAND LIFT BY PLATFORMS
Google:
Ø YouTube engagement metrics + Surveys
Ø Measure moments along the consumer journey
Ø Measure: Brand awareness, ad recall, considerations,
purchase intent
Ø Results are claimed to be delivered in days.
Ø https://www.thinkwithgoogle.com/products/brand-lift/
Facebook:
Ø Test vs Control Groups
Ø Measure Ad Recall, brand awareness and message
association
Ø Measured via polls

22. METRICS
Some key metrics defined by IAB and measured across platforms
TERM DEFINITION TYPE OF METRIC
Completion Rate
The number of times the video played to the end over the total
number of impressions served, as a percentage. Benchmark: 70%
video Desktop, 60% Mobile video
Analysis metric
Quartiles of Video viewed
Video length is divided into quarters, the number of time each
quartile (25%, 50%, 75%, 100%) is viewed is recorded. (eg. For a one
minute video, first 15 seconds viewed 100%, second 15 seconds
viewed 80%, showing drop off rate at in second

23. METRICS
TERM DEFINITION TYPE OF METRIC
Viewability of ad
When 50% of the ad’s pixels are visible in the browser window for
a continuous one second (display/in-banner video). For in-stream
video ads, 50% of the ad’s pixels must be visible in the browser
window for two continuous seconds. Defined by the IAB and MRC
(Media Ratings Council)10
Buying Metric
Cost Per Completed View (CPCV)
The price an advertiser pays every time a video ad runs through to
completion. Rather than paying for all impressions, some of which
may have been stopped before completion, an advertiser only
pays for ads that finished [CPCV = Cost ÷ Number of Completed
Views]
Buying Metric

24. METRICS
TERM DEFINITION TYPE OF METRIC
Online GRP
A digital gross rating point is a unit of measurement that represents
the % of online viewers reached within a total targeted audience
population multiplied by the number of times they were reached
Buying and Analysis Metric
Video GRP
A combined GRP Online and Offline including TV which is a unit of
measurement that represents the % of video viewers reached within.
a total targeted audience population deduplicated across screens
Buying and Analysis Metric
V CPM Only Pay for impressions that pass the viewability threshold Advanced Buying Metric
Viewability Threshold
Determine and Agree to a minimum of overall campaign impressions
that must be met
Average in each market
Source: IAB

25. Whatever the status quo is,
changing it gives you the
opportunity to be
remarkable.
SETH GODIN, Founder and CEO of Do You Zoom

26. QUESTIONS
@sachinkapur