This webinar presentation covered trends in digital marketing and measurement. It began with introductions of the presenters and an agenda. The presentation discussed a proposed "Latinized" marketing model for the digital era that focuses on listening to audiences, putting oneself in the user's shoes through profiles, and optimizing social media tools. It covered evaluating social media platforms and optimizing campaigns. The presentation then shifted to discussing digital measurement standards and the Making Measurement Make Sense initiative to improve cross-platform measurement for brands. It provided updates on viewable impressions and engagement metrics research.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
We are seeing an explosion of the use of Bots in the areas of sales and customer service, but what makes a Chatbot useful? During the recent rise in Chatbot popularity we have seen many bad deployments, so how can you avoid the pitfalls and ensure your Bot succeeds?
Join us to learn all about the new world of Chatbots, Artificial Intelligence, Neuro-linguistic programming, Machine Learning and best practices for deploying the technology for your business.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
We are seeing an explosion of the use of Bots in the areas of sales and customer service, but what makes a Chatbot useful? During the recent rise in Chatbot popularity we have seen many bad deployments, so how can you avoid the pitfalls and ensure your Bot succeeds?
Join us to learn all about the new world of Chatbots, Artificial Intelligence, Neuro-linguistic programming, Machine Learning and best practices for deploying the technology for your business.
Blog – Streaming Services – What is next
Streaming services will continue to expand into 2022. The key areas of focus will be around content being released and how that content can be best shared across different services.
1. Streaming outlook for 2022 – https://www.adweek.com/convergent-tv/biggest-streaming-services-at-the-end-of-2021/
2. Disney+ - https://www.nasdaq.com/articles/disney-looks-cheap-given-long-term-streaming-potential
3. Streaming services - https://www.fastcompany.com/90706006/definitive-ranking-streaming-services-2022-hbomax-amazon-prime-netflix-disney-plus
4. Android technology - https://worldgrowthtoday.com/android-tv-box-legal-or-illegal-in-the-usa/
5. Netflix - https://www.businessinsider.com/how-netflix-is-changing-the-entertainment-industry-2021-8
6. Consolidation - https://www.marketplace.org/2021/12/28/millions-subscribed-in-streaming-services-this-year-but-will-the-steam-fizzle-out/
7. Trends - https://businesshala.com/what-will-streaming-services-bring-in-2022-here-are-5-trends-to-watch/
8. Augmented reality - https://venturebeat.com/2021/12/28/future-augmented-reality-will-inherit-the-earth/
9. Augmented reality - https://www.gamespace.com/all-articles/news/top-10-augmented-reality-ar-games-available-right-now/
10. B2B - https://blog.hubspot.com/marketing/social-media-predictions-2017
Research, insights and cases from online premium publishers. Online professional publishers create original, branded, quality content that is a trusted source for information for consumers and that allows brands to do effective storytelling.
The State of Digital Advertising for PublishersMixpo
What keeps America's top publishers up at night? While it is a difficult time for digital publishers, it is also filled with opportunity.
View a summary of Mixpo's latest report to access key insights on the state of digital advertising and learn how publishers need to position themselves for successful future.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
How To Grow Your Small Business Using Social MediaAntoine Brodis
It has become crucial, even critical, for businesses to take advantage of the huge potential that is social media.
If your looking for a great domain name please check us out.
Nicheaddict.com
Blog – Streaming Services – What is next
Streaming services will continue to expand into 2022. The key areas of focus will be around content being released and how that content can be best shared across different services.
1. Streaming outlook for 2022 – https://www.adweek.com/convergent-tv/biggest-streaming-services-at-the-end-of-2021/
2. Disney+ - https://www.nasdaq.com/articles/disney-looks-cheap-given-long-term-streaming-potential
3. Streaming services - https://www.fastcompany.com/90706006/definitive-ranking-streaming-services-2022-hbomax-amazon-prime-netflix-disney-plus
4. Android technology - https://worldgrowthtoday.com/android-tv-box-legal-or-illegal-in-the-usa/
5. Netflix - https://www.businessinsider.com/how-netflix-is-changing-the-entertainment-industry-2021-8
6. Consolidation - https://www.marketplace.org/2021/12/28/millions-subscribed-in-streaming-services-this-year-but-will-the-steam-fizzle-out/
7. Trends - https://businesshala.com/what-will-streaming-services-bring-in-2022-here-are-5-trends-to-watch/
8. Augmented reality - https://venturebeat.com/2021/12/28/future-augmented-reality-will-inherit-the-earth/
9. Augmented reality - https://www.gamespace.com/all-articles/news/top-10-augmented-reality-ar-games-available-right-now/
10. B2B - https://blog.hubspot.com/marketing/social-media-predictions-2017
Research, insights and cases from online premium publishers. Online professional publishers create original, branded, quality content that is a trusted source for information for consumers and that allows brands to do effective storytelling.
The State of Digital Advertising for PublishersMixpo
What keeps America's top publishers up at night? While it is a difficult time for digital publishers, it is also filled with opportunity.
View a summary of Mixpo's latest report to access key insights on the state of digital advertising and learn how publishers need to position themselves for successful future.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
How to connect product management and software engineering.
In order to connect the time old divide between product management/sales with software development, Domain Driven Design contains a series of paradigm changes and techniques to deal with complexity which align the vision of the product and the learning that the development team get from it.
Contains code samples in Python to illustrate the concepts.
Presented at Python Floripa 2017 meetup.
a lot of business owners and marketers in Indonesia haven't not know comprehensively about digital marketing. whereas all the activities of marketing, promotion and branding can be done with a more interactive through digital channels. So this is the introduction that i've made for them. please enjoy.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
How To Grow Your Small Business Using Social MediaAntoine Brodis
It has become crucial, even critical, for businesses to take advantage of the huge potential that is social media.
If your looking for a great domain name please check us out.
Nicheaddict.com
the ppt was prepared during internship in 2013. the ppt very briefly brings out the shortcommings of municipal corporation. and ways to improve it. the presentation was presented in front of world bank for the allocation of fund which will be helpfull in capacity building of the muncipal corporation.
it about different types of hospitality buildings, their classification, design requirements. the presentation also deals with how to improve impact of space in people's psyche.
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
A New Bing-Microsoft Strikes Back.pptx (Chester Yang)ChesterYang6
In this talk, Chester will talk about the rise of AI in advertising and the return of Microsoft Advertising (The new Bing) in the search landscape. Sharing insights for ad formats and best practices that advertisers should adopt to capitalise on the new technology.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
2. Thank you for Joining Today’s
Webinar
We ask that if you have questions during
the presentation please submit those
directly via email to:
jacquelynn.carrera@impremedia.com
Questions will be answered at the conclusion
of this webinar.
The following presentation deck and
webinar recording will be available to
you immediately following the
conclusion of this webinar.
@impremedia
3. Today’s Webinar Agenda
Moderated by:
Cynthia Corzo, Editor of Hispanic Market
Weekly
@HispanicMktWkly
Trends in Digital
Joe Kutchera and Hilda Garcia
Making Measurement Make Sense
Sherrill Mane
@impremedia
4. JOE KUTCHERA
Author & Digital Media
Strategist
Latino Link & Exito
@joekutchera
Meet Our Presenters
HILDA GARCIA
Digital Content Director for
impreMedia and Co-author
of Exito
impreMedia
@garsiknews
8. Why we need a new marketing model
Innovation
Technology
Community
and Content
Social Listening and
Research
Changing Demographics of America
9. “Latinized” Marketing model for era of social
media™
scuche a su audiencia (listen to your audience)
perimente como usuario (put yourself in shoes of
user)
ntegrate your communications channels
ransform your audience into communities
ptimize
10. scuche a su audiencia
(Listen to your audience)
18. ptimize: Evaluation of Social Media
Tools
1. Number of social networks integrated
1. Quality of management technology
2. Analytics integration e.g. Omniture, Google
Analytics, Facebook Analytics
3. Longevity of company
4. Geo-targeting (identify users by state)
5. Spanish
19. ptimize: Evaluation of Social Media
Tools
# of networks
4
5+
5+
5+
Quality rating
Excellent
Excellent
Excellent
Very good
Analytics
integration
Google
Analytics and
Omniture
Omniture
Google
Analytics,
Facebook
Insights
Google
Analytics,
Omniture,
Facebook
Insights
Year founded
Since 2001
Since 2009
Since 2008
Since 2010
Geo-targeting
Yes, by state
Yes, by state
Yes, by state
Yes, state/city
Spanish
Yes
Yes, with
google
Analytics
Yes
Yes
23. Making Digital Metrics Make Sense in a Cross
Platform World
• Overview of Making Measurement Make Sense (3MS)
• Media measurement standardization
• 3MS news
Update on viewable impression currency
Update on education and communication
• What’s next?
www.measurementnow.net
24. 3MS: What Is It?
• A cross-ecosystem collaboration to
improve planning and buying digital media
and facilitate cross-platform comparison
across ALL media...digital and legacy…for
brand advertising.
www.measurementnow.net
25. 3MS: Who Is Involved?
Facilitators:
Supporters:
Now under broad industry oversight of MRC
To date, 200+ executives and industry experts have participated
www.measurementnow.net
26. 3MS: The Objectives
Create the right digital currency and metrics
Drive industry consensus around these
solutions
Identify ongoing standards-setting body
www.measurementnow.net
27. Media Measurement Standardization
• For nearly 50 years, MRC’s mission has been to secure
for the media industry and related users audience
measurement services that are valid, reliable and
effective;
• This is done by
–
Setting Standards
–
Conducting Audits to Verify Compliance with
Standards.
www.measurementnow.net
29. 3MS News
MRC Viewable Impressions Advisory against trading on viewable
impressions extended through 1st Q 2014
MRC Reconciliation Study underway
Examines how and why accredited viewability measurement vendors produce
disparate numbers
May lead to refinements in vendor methods
Will result in guidance on what is the tolerated range of differences
Debate continues on timing for transition to viewable video impressions
Latest whitepaper released at IAB ALM (Feb 10, 2014) furthers 3MS
Guiding Principle #4, entitled, “The Advertising Engagement Spectrum:
Defining and Measuring Digital Ad Engagement in a Cross Platform World”
www.measurementnow.net
30. 3MS News
• ANA, 4A’s, IAB jointly hired Fleischman Hillard to
manage 3MS communication
– One voice
– One dedicated resource
– Support the evolution of the MRC
www.measurementnow.net
31. Ad Classification System and Taxonomy: All
Ad Units Are Not Created Equal
Possible road map to learning about effects in a systematic fashion
Supply chain simplification: transactions across sites should use the
same ad unit terminology
Advisory group finalized a draft taxonomy
Agency creatives provided feedback on taxonomy
Review and finalization with full 3MS advisory team
Development on pilot test specs
www.measurementnow.net
32. Beyond Viewable Impressions and GRPs
• GRP’s = Gross Rating Points = A count of impressions
delivered by a media schedule
• R X F = GRPs
• Ability to count exposures and frequency across media is
foundational to assessing impact
• All exposures are not created equal
• Broad, amorphous hypothesis: interactivity of ads
contributes to building brands
www.measurementnow.net
33. Brand Ad Performance Metrics
Which ad unit capabilities are most beneficial to enhancing brand ad
performance for which goals?
How can we measure the role of social media
in building brands?
What is engagement?
What are the core metrics?
Which engagement metrics are most important to building
brands?
www.measurementnow.net
34. Brand Ad Performance Metrics:
Engagement
•
Hundreds of interactive “engagement” metrics made possible by digital measurability
•
•
•
No consensus on which matter most
No standard definitions
2013 IAB whitepaper “Digital Ad Engagement: An Industry Overview and Reconceptualization”
outlines three major categories of engagement
–
–
Physical: user-initiated interaction
–
•
Cognitive: awareness, interest and intention
Emotional
Just released 2014 IAB Whitepaper advances 3MS, “The Advertising Engagement Spectrum:
Defining and Measuring Digital Ad Engagement in a Cross Platform World”
–
–
Defines engagement
Identifies 30 core metrics
www.measurementnow.net
35. Ad Engagement Definition
• “A spectrum of consumer advertising
activities and experiences cognitive, emotional, physical – that will
have a positive impact on a brand.”
• Will tree up to MRC standardization efforts
www.measurementnow.net
36. Brand Ad Performance Metrics: Social
Media
3MS brand impact team agreed that counting likes is not the path to
capturing empirical knowledge and value
Agreement on need to define social activity and metrics that
cumulatively build brands (social included in the whitepaper)
Initial industry follow up needs to be enhanced and accelerated
Need better understanding of connections between social and
other media in building brands
Potential to work backwards from bigger concepts to discrete
user activities
www.measurementnow.net
38. Viewable Impressions: Results of Testing
with Agencies and Brands
Data from 22 live production campaigns, involving more
than 3 billion served impressions, revealed the following:
Viewable rates for the pilot campaigns ranged from a
high of 78.6% to a low of 7.3%
Unmeasured rates were a significant concern:
Cross-Domain I-Frames
Other Unmeasured Conditions
www.measurementnow.net
39. Viewable Impression Guideline Draft:
Display Ads
Requirements for Viewable Display Ad
Impressions
Pixel and Time Requirements
50% of pixels in the viewable space of the browser
Minimum of one consecutive second
www.measurementnow.net
40. Viewable Impression Guideline
Draft:
Display Ads, Related Issues
• User Interaction Considerations
• Strong User Interaction (such as a legitimate click, as defined by the
IAB’s Click Measurement Guidelines) seen as satisfying requirements
for a Viewable Impressions, even if minimum pixel/time requirements
not met.
• Large Size Display Ads
• Recognition that certain large size ads (IAB Rising Stars units) may
require special consideration, particularly as to pixel requirements.
• Recent off-line discussions lead us to believe we are narrowing in on a
range acceptable for committee consideration.
www.measurementnow.net
41. Viewable Impression Guideline Draft:
Video Ads
Requirements for Viewable Video Ad Impressions
Same Pixel and Time Requirements as for
Display Ads, Plus:
Additional time requirement based on length of video
ad unit
Proposed to be the greater of a minimum time or a
percentage of the ad unit
Only unduplicated ad content contributes to meeting this
requirement
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42. Viewable Impression Guideline Draft:
Video Ads, Related Issue
Importance of Audio Recognized
But because of current technical limitations in
determining audio levels in all situations,
presence of audio is unlikely to be required by
this initial version of the guideline
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43. Viewable Impression Guideline Draft:
Other Issues
Other Considerations:
Disclosures of assumptions used in determining
viewable status of ads
Issues related to nested I-Frames
Click to Play vs. Auto Play Video ads
Communication and Discrepancy
Resolution
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44. The IAB Safeframe Solution
• Code that solves for nested i-frames’ obstruction
of viewability
• Is a critical element in solving for measurability
and for security concerns
• Recruiting participants to test SafeFrame
• Solutions to ease publisher implementation in
process
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45.
Direct viewability data available
Transparency for both parties
Improved performance measurement
Rich media functionality
Programmatic rich media
Metadata sharing
Simplified ad rotation
Publisher page protection
Consumer protection
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What are the core metrics that quantify engagement in a world of interactivity and measurability?Which engagement metrics are most important to building brands?
Ad engagement: reviewing whether the creative is compelling and whether a consumer interacted with the ad in some way Content engagement: gauging which content is most captivating on a site Audience engagement: identifying which viewers are paying the most attention and are contributing to the conversationThe whitepaper lists three common proxies to cognitive measures of ad engagement:Biometrics: unconscious physical reactions such as heart palpitations, pupil dilation and eye tracking Surveys: self-reported engagement Heatmaps: detailed data visualizations of visitor activity