2. The Scale
ONLINE ADVERTISING : A NEW APPROACH
2
5
billion
internet
users*
1.3 billion
websites**
32 trillion
webpages**
*
*Media 2013
** Media: March 2015
*** Online 2013
3. Tracking Online Advertising: Keeping The Score is Harder
ONLINE ADVERTISING : A NEW APPROACH
3
GROWTH PERSONALIZED AUTOMATED FRAUD
Internet adspend
continues
to grow strongly, formats
proliferate
(eg native)
Advertising is
increasingly
personalized, both
content and exposure
Automated
(programmatic) trading
of online inventory
is sky-rocketing
Hijacking and fraud rife,
especially in
programmatic, mobile,
video, real-time bidding
(auction-based) and
audience extension
4. Massive Growth in Digital, Programmatic and Mobile
ONLINE ADVERTISING : A NEW APPROACH
4 * Source: media: 2013
$59bn
(+15.5%)
Media
in 2013*
$83bn
(37.5% of
adspend)
Media
adspend in
2018*
$37bn
(+26.6%)
Media
adspend in 2013*
$14.3bn
(+43% YOY
52% of total)
Media
adspend in 2013*
$11.02bn
(72% of all
programmatic)
Media
adspend in 2012*
$14.1bn
(+72% YOY
61% of total)
Media
adspend in 2015*
5. Targeting Is Already An Issue: 40% Is A Good Score
ONLINE ADVERTISING : A NEW APPROACH
5
39%
35% 34%
29%
26%
18-49 YRS
OLD
35-64 25-54 25-49 18-34
* Target audience is categorised based on the primary target selection
in Vce, which is self-designated during campaign set-up
Source: Media. Q3 2014, US
39%
35%
34%
18-49 YRS OLD 18-34 21-34
% In-Target by Age / Gender*
MALESFEMALES
6. Programmatic Buying Leads To Loss of Control Via Botnets
and Malware
ONLINE ADVERTISING : A NEW APPROACH
6 * Source: Media, August 1-September 28th (5.6bn imps)
In display
Bots accounted for
12% of all display
impressions
observed.
In Video
Bots accounted
for 22% of all
video impressions
observed.
In Programmatic and
Retargeted Inventory
Bot traffic in programmatic
inventory averaged 16%.
Bots consumed 12% of
retargeted ads.
In Sourced Traffic
Third-party traffic sourcing
resulted in 51% bot fraud.
$
7. So, What’s The Answer?
ONLINE ADVERTISING : A NEW APPROACH
7
Help our clients monitor where their
online ads are appearing, given the
dynamic nature of the market?
“ “
8. The Experiment: Alcoholic Drinks As A Proxy
ONLINE ADVERTISING : A NEW APPROACH
8
13 ‘personas’, demos
and browser data
Top 1000 websites Once a day (test)
All personas visit same
sites, same frequency
All ads exposed to
each persona captured
Provides a sample of
who saw what
Screenshots of all ads
in-situ
9. Three Key Outputs From the Data
ONLINE ADVERTISING : A NEW APPROACH
• User profile
• User attributesWHO • Brands & products
TOWHAT
• Websites
• In-page contexts
• Landing pages
WHERE
• Ad formats
• Frequency
• Redirects
• Networks &
exchanges
HOW
AUDIENCE DELIVERY
-PERSONA
• Brand & Product
WHO
• User profiles
• User attributes
TOWHO
• Websites
• In-page contexts
• Landing pages
WHERE
• Ad formats
• Frequency
• Redirects
• Networks &
exchanges
HOW
TARGETING
EFFECTIVENESS
-BRAND
• Website
WHO
• Brands & products
WHAT
• User profiles
• User attributes
TOWHO
• Ad format,
• Frequency
• Redirects
• Networks &
exchanges
HOW
PUBLISHER
MONITORING
18
10. Advertising library Creative alertsGlobal coverage
• Client and competitor activity
• Updated daily and accessible 24/7
• TV, Print & Online Banners
• Full transcripts and translations of copy
• Sent directly to your inbox
• Keep you updated on what’s new
Access anywhere Unlimited usage Smart functionality
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• Anywhere, on desktop or tablet
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agencies and marketing partners
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