This document discusses improving the effectiveness of online advertising. It provides data on typical rates of ads hitting their intended target audience and being viewable. It then presents a case study of how ConAgra Foods worked with partners to optimize campaigns for higher in-target and viewable delivery rates, which improved branding impact. Key recommendations included integrating viewability reporting, aligning goals with media sellers, and optimizing for audience and viewability. Top burning questions from advertisers are also listed around these topics.

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Roundtable with
Improving the Effectiveness of Online Advertising
Heather Dumford, ConAgra Foods
Cynthia Neumann, ConAgra Foods
Tammy Vance, comScore, Inc.

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• Hot in the Industry
• What’s Normal?
• Improving Ad Effectiveness: the ConAgra Case Study
• Roundtable Discussion of Top 5 Burning Questions
• Open Q&A
Agenda

3. © comScore, Inc. Proprietary. 3
Hot Topics
In-Target Delivery
Viewability
Non-Human Traffic

4. © comScore, Inc. Proprietary. 4
• Even with targeting tools, ads don’t always hit their
intended audience
• High percentage of ads aren’t viewable
• May be paying for ads served to non-human or invalid
traffic
Ad validation has been a ‘hot topic’ in the media because…
Ultimately, this adds up to money wasted on advertising that never
had the opportunity to have an impact

5. © comScore, Inc. Proprietary. 5
Why ad campaigns often fail to hit their target
Demographic data
becomes outdated
Not all registration
data is accurate
More than half of
computers are shared,
so cookies can show
ads to the wrong person
Some targeting infers
demography based on
content consumption

6. © comScore, Inc. Proprietary. 6
Overall average in-target rate for online campaigns is 43%,
with variance seen across product categories
*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies
run directly by publishers and ad networks.
**Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up.
***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness
% In-Target: Overall* and by Select Advertiser / Product Category**
Source: comScore vCE Benchmarks, Q3 2014, U.S.
CPG
campaigns
had the
lowest
observed
in-target
rate

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Why ad campaigns are not always viewable
User leaves page
before 1 second
Non-human traffic drives
up impression counts,
when a person never
actually saw the ad
User’s browser isn’t
on full-screen setting

8. © comScore, Inc. Proprietary. 8
% In-View: Overall* and by Select Advertiser / Product Category**
Source: comScore vCE Benchmarks, Q3 2014, U.S.
*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser /
Product categories as well as studies run directly by publishers and ad networks.
**Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second.
***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.
Overall average in-view rate is 46%, with variance seen
across product categories, though less so than in-target
CPG
campaigns
had the
highest
viewability,
with over
50% of ads
non-
viewable

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The IAB cites that 36% of online traffic is invalid

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The ConAgra Case Study

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Case Study
ConAgra used vCE to monitor campaign performance against its goals, and
this baseline evaluation provided startling insights:

12. © comScore, Inc. Proprietary. 12
Case Study
With only 50% of impressions
in-view and 25% of impressions
hitting the intended demo-target,
ConAgra decided to make
in-target and in-view delivery
a mandate for their campaigns

13. © comScore, Inc. Proprietary. 13
ConAgra Foods
determines media
buying strategy
Spark
Communications
negotiates and
monitors campaigns
Publishers
optimize delivery
in-flight
ConAgra aligns with agency and publishers
• Display guarantees:
80-100% viewable delivery
• Video guarantees:
90-100% in-target audience
• Executes negotiations
• Works directly with publishers
to maintain delivery metrics
within guaranteed rates
• Publisher permissioning
empowers publishers to
ensure delivery quality
throughout campaign

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Increased validated and in-target rates greatly
improve brand lift

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Increased validated rates greatly improve
effectiveness and efficiency

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1. Integrated viewability reporting improves accuracy of
performance data
2. Alignment with media sellers is critical to achieving
campaign goals
3. Optimizing for viewability and audience delivery
significantly improves branding impact for advertisers
3 Big Takeaways

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Top 5 Burning Questions

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What recommendations do you have for
audience and viewability guarantee
negotiation?

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How do you optimize your campaign in-
flight to achieve your goals?

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What can publishers do to improve the
viewability of their advertising inventory?

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Industry benchmarks can help media
buyers and sellers set campaign delivery
expectations.
21© comScore, Inc. Proprietary.
How do you address fraudulent delivery?

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Beyond improving sub-optimal delivery,
what else should I be thinking about?

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1. What recommendations do you have for audience and viewability
guarantee negotiation?
2. How do you optimize your campaign in-flight to achieve your goals?
3. What can publishers do to improve the viewability of their
advertising inventory?
4. How do you address fraudulent delivery?
5. Beyond improving sub-optimal delivery, what else should I be
thinking about?
Top 5 Burning Questions

24. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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