Digital Measurement Guide

www.datastoriesconsulting.com
A year in measurement:
Digital / Media / Ads
+ considerations for 2018

1) Brand metrics for brand objectives
34%
42%
45%
47%
52%
Driving customer lifestime value
Increasing loyalty
Increasing brand fabourability /
sentiment
Increasing brand engagement
Increasing brand awareness
1. Marketer objectives for
mobile advertising
Sources: Forrester Consulting and Celtra, April 2016; MMA and WARC, June 2017; Field and Binet analysis of IPA databank
22%
45%
57%
60%
65%
Attitudinal metrics (brand metrics
etc)
Business metrics (ROI, LTV etc)
Audience delivery (impressions,
audience reach etc)
Behavioural metrics (post click,
traffic referrals etc)
Engagement metrics (shares,
clicks, views etc)
2. Metrics used to measure
mobile marketing
3. Clicks tell us nothing
about long term value
DISCONNECT
CONSIDERATIONS FOR 2018:
• Failure to measure true long term return of digital ad spend
• …results in a failure to realise value of premium inventory
• Pre-occupation with clicks = ↑ ad fraud, ad blocking, ↓ viewability
• The answer: measurement beyond the click. Measure true brand impact.

2) Getting serious about digital ROI
£0.50
£2.38
£1.47
ROI of Digital Display
• There’s a wealth of digital ROI data options now: e.g homescan, till receipt, loyalty card and geo data
• Be clear and consistent in how you measure ROI. Set consistent time frames for short vs long term impact
• Control vs Exposed sales uplift tests will produce different results to econometric models and have
different applications.
• Big brands need to ensure digital spend is optimised. Easy to reach everyone. Not easy to do so efficiently
ROI =
REVENUE – COST
COST
ROAS =
REVENUE
COST
3. Are you calculating return on
investment or return on ad spend?
7%
12%
13%
16%
19%
31%
Brand Safety
Ad Blocking
Programmatic
Transparency
Viewability
Ad fraud
ROI
1. ROI is a top concern for digital
media buyers
2. ROI of digital varies by study
Digital media buyers top concerns. Trusted
Media Brands / Marketingcharts.com 2017

3) Device IDs reveal a wealth of data riches
GEO-LOCATION
TARGETING AND
MEASUREMENT
CROSS DEVICE
AD IMPACT
ROI & SALES
UPLIFT
AUDIENCE
VERIFICATION
AUDIENCE
CENTRIC
MEASUREMENT
ID
• Device graphs available for purchase, demographic, behavioural, digital id and location data
• Probabilistic vs Deterministic. Only the latter should be used for true audience verification
• Will device ID usage be more GDPR and eprivacy compliant than cookie usage?
• Development of agency id management platforms to harness power of audience centricity
• Greater ad tech collaboration will take the form of cookie consortiums sharing data
average no. of
connected
devices owned
by consumers
globally (GWI)
3.2

4) The brand impact of campaign phasing
Source: An analysis of six premium digital publisher campaigns tested by RAM, July 2017
• Standard rationales for campaigns phasing (e.g. build reach, frequency, both etc). But is
brand impact considered?
• Single source survey and analytics data can determine delivery and impact simultaneously
• Homepage takeovers drive ad memorability; campaigns phased to match offline boost
brand identification; and frequency builders aid brand discovery.
63%
of marketers are
confident of their
ability to target
the right person
with the right
message
Forrester and Facebook 2016
But are they
considering
the brand
impact of
campaign
phasing?

5) Martech growth exceeds ability to action data?
• Holistic identity centric solutions for application of data throughout the marketing planning cycle
• Continued convergence of adtech and martech with DMP evolution bridging the gap.
• DMP offers brands competitive advantage by solving large scale business problems and becoming the
hub of enterprise intelligence
• Threat of disintermediation for agencies, Have to get heads around tech before Facebook and Google
“Advertisers inability to
keep up with the rapid
evolution of the tech
landscape makes them
over dependent on
solutions provided by their
agency”
83% agree
ID Comms 2017 Global Media Technology
Report
$8 billion
value gained in
AdTech and
MarTech stocks
27%
22%
2016 2017
Gartner CMO Survey 2017
Luma, Capital IQ, annual increase
up to May 2017
Share of budget allocated to Martech
8%
10%
15%
17%
29%
32%
Does not arrive when needed
Overly complex
Does not offer sufficient
insight
Not highly relevant to our
decisions
Lack of people who can link to
marketing practice
Lack of process/tools to
measure success
Deloitte, Duke, CMO Survey 2017
What factors prevent your company from
using more marketing analytics?
1. Adtech & Martech
market growth
4. Process and people
biggest challenge
2. Yet budget allocation
to Martech declines
3. Advertisers struggling
to keep up with tech

6) The garden walls are lowering…
offers third
party brand
safety
verification
Announces
will not place
ads on videos
w/ <10k views
BARB
rejects
You Tube
accredita
-tion
Facebook Ads
Manager
reports reach
higher than
census data
Partners with
Doubleverify for
brand safety
partners
with
Comscore
and
Nielsen for
reach and
in target
verification
partners
with
Meetrics for
viewability
(alongside
MOAT and
iAS)
earns MRC
accreditati
-on for
video,
desktop
and mobile
web
metrics
Twitter signs up
to MRC audit
Snapchat
partners
with Moat
and
Doubleclick
for
viewability
and R&F
• Lowering the garden walls vital for trust. Google appear to be lowering marginally faster but
Facebook are aiming for MRC accreditation in 2018
• Difference between accreditation and verification. Facebook and Google don’t let partners
currently measure data at source.
• Ad insertion tech (e.g. On Device Research) can be used to test brand impact of ads running in
social platforms, bringing third party independence to brand measurement
JANUARY ‘17 FEBRUARY MARCH APRIL MAY JUNE SEPTEMBER OCTOBER

7) Monetizing attention
Attention DSP
• There’s a big difference between what’s viewable and what’s viewed. The former is still an
essential delivery metric however: a hygiene factor despite some measurement inconsistencies
• According to verto analytics, average time spent with facebook declined in 2017, while
snapchat, twitter and facebook messenger increased.
• Attention based DSPs are available, while users are being rewarded with cryptocurrency for
their time.
0.18 0.15
0.21
0.30
0.39
0.48
0 to
0.5
0.5 to
1
1 to
1.5
1.5 to
2
2 to
2.5
2.5 to
3
Conversionsper000
impressions
Average dwell time (s)
41
82
117
164 154
117
0 to 2 2 to 4 4 to 7 7 to
16
16 to
30
30+
NCSsalescontribution
index
Desktop video ad view time (s)
14.5s viewable ad viewtime
Source: Meetrics Q2 ’17; IAS H1 ’17;
17% ads viewed >15s
"Obviously we stopped wasting money
on 30-second ads, and we're
designing ads to work in 2 seconds“
Mark Pritchard P&G at DMExco
Attention
Cryptocurrency
22 yrs of attention
sold Cost Per Hour
2. What’s optimum?1. Attention pays 3. Solutions

8) Trust issues are here to stay
Premium digital ad
marketplace
10%
10%
13%
17%
15%
16%
16%
17%
17%
18%
20%
23%
32%
49%
30%
60%
64%
57%
58%
56%
60%
65%
58%
54%
58%
41%
57%
23%
21%
27%
26%
27%
23%
18%
22%
23%
Social media
Digital pure plays
Messaging apps
Average across mainstream…
Television news bulletins or…
Websites or apps of TV or…
Websites or apps of national…
Websites or apps of news…
Printed daily or Sunday…
Radio news bulletins or…
24 hour news channels
Printed news magazines
Trust More Trust The same Trust Less
TRANSPARENCY
AD FRAUD
AD BLOCKING
BRAND SAFETY
PRIVACY
MEASUREMENT
VIEWABILITY
THREAT TO PREMIUM
• The great programmatic supply chain clean up operation is taking place (see ads.txt & ads.cert)
• Evidence that trust in media and monetization (ad receptivity and paying for news) are linked
• Increased trust is the only route to a sustainable future for digital advertising
• Premium digital brands can assert their trusted relationships with audiences
ADS.TXT
1. TRUST GAP IS UNIVERSAL 2. DECLINING CONSUMER TRUST IN DIGITAL 3. …AND ADVERTISER TRUST 4. TRUST INITIATIVES
Edelman 2017
Kantar Trust in News 2017. Impact of fake news on trust

9) Support your local JIC
• Data neutrality is key. True data independence goes hand in hand with lowering garden walls.
• The Joint Industry Committee model ensures independence. JIC innovation will increase acceptance
• Supply of independent currency data must be matched by demand from planners. Training and JIC
outreach must happen otherwise industry will default to the “easiest” data access option
• Audience centricity is key. Modelling and big data analytical techniques enhance traditional surveys
2017: A JIC CALL TO ARMS 2018: NEW AND IMPROVED CURRENCIES POSSIBLE JIC FUTURES
1) Rise of super JICs
2) Data controlled by
competing entities
3) Technology self
regulation of data
(blockchain?)

10) Set your goals. Be Smart 2.0
SPECIFIC
• The SMART framework is a great way of setting goals, but your data has to be in good shape to track
them accurately.
• Digital marketers need to ask whether behavioural metrics (e.g. CTRs) fulfil these criteria. Are they
relevant? Do they reflect a reality in terms of the 99.99% of people who don’t click on ads? Often, no.
• Sales, ROI and brand metrics tick many of these boxes for digital marketing.
49%
of marketers claim
that aligning KPIs
with business goals is
their top challenge in
proving ROI
Track Maven and marketingcharts.com 2017
S M A R T D A T A
MEASUREABLE ATTAINABLE RELEVANT TIME BASED ACCURATE ACCORDANTTHOROUGHupto DATE
Is there minimal lag between data
collection and insight generation? Does the
data reflect
reality?
Is any data
missing?
Is data
consistent
across
multiple
sources?

How can Data Stories help your business?

Thanks!
Ian Gibbs, Founder
Data Stories Consulting
ian.gibbs@datastoriesconsulting.com

Digital Measurement Guide

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