This document discusses the transition in online advertising from a focus on impressions and clicks to accountability and transparency. It notes that in 2010, the online advertising market was dominated by supply factors like impressions, but by 2016 demand was driving the market towards transparency and accountability. The document outlines metrics for online accountability including time in screen, time in audience, and time in branding. It provides examples comparing the performance of half-page versus billboard ads across visibility, time in view, and cost per quality view. Finally, it discusses trends towards greater competition on transparency and integrated campaign management, and predicts that accountability will become leading and rate cards will be used less.

1. © 2015 DMA and/or its affiliates. All rights reserved. DMA Confidential 1
© 2015 DMA Institute. All rights reserved. The information in this document is strictly confidential.

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MARCEL
VOGELS
MeMo2 en DMA Institute

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De juiste keuze(s)
in Online en
Cross Media

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ONLINE ACCOUNTABILITY
1.Time in Screen
2.Time in Audience
3.Time in Journey
4.Time in Branding

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2010
Eerste Online Tuesday ging ook over
online zichtbaarheid

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Het Aanbod
Impressies,
clicks en uniques
2010: Aanbod domineert de
markt.

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2016
Transparency & Accountability

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Het Aanbod
Impressies, clicks en
uniques
DeVraag
Transparante online
effect herleiding
Online
Accountability
2016: Vraag stuurt de markt.

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Online
Accountability
Zichtbaar
In doelgroep
Met voldoende Effect

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Online
Accountability
Zichtbaar
In doelgroep
Met voldoende Effect

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VIEW =VISIBLE IMPRESSION
QUALITY VIEW = > 5 sec
NOT INVIEW =WASTE

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36%
21%
43%
0 sec in view 0 - 5 sec in view > 5 sec in view
Gangbare currencies:
• IAB views (1sec)
• DPC (3sec)
• Quality view (5sec)
• Premium view (10sec)
DMA Institute Benchmark 2010-2015

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PROPOSITION #1
PROPOSITION #2
BRANDS
67%
52%
40%
32%
100%
35%
27%
22%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15
START
 | Halfpage
SECONDS IN VIEW
A.
HALF-PAGE

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65%
36%
23%
16%
100%
54%
17%
12%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >15
START
PROPOSITION #1
PROPOSITION #2 + BRANDS
SECONDS IN VIEW
BILLBOARD
B.

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36 sec Ø-TIME IN VIEW***
QUALITY VIEWS**
VISIBILITY*
HALF-PAGE BILLBOARD
68%
50%
12 sec
40%
25%
 Significantly higher/lower compared wiith MeMoBenchmark™
CPV>55 euro 10 euro
A. B.

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HALF-PAGE BILLBOARD
165 euro
133 euro
128 euro
98,21 euro
59 euro
46,00 euro
37,50 euro
24,19 euro
20,51 euro
17,30 euro
5,60 euro
3,87 euro
3,70 euro
2,08 euro
1,89 euro
1,30 euro
A. B.

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Online
Accountability
Zichtbaar
In doelgroep
Met voldoende Effect

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HALF-PAGE BILLBOARD
DOELGROEP
• Vrouw
• 26-55jaar
• Werkend
• Jonge kinderen
• Boven modaal inkomen
• MBO+
A. B.
5% bereikt
QualityView
120 seconden
10% bereikt
QualityView
120 seconden
145.000
NL

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HALF-PAGE BILLBOARD
• Kosten per 1% bereik in doelgroep met
kwaliteitsvertoning (Per
placement/website/netwerk)
• Kosten per eGRP
PRIJSVERSCHILLEN ZIJN OOK HIER GROOT

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Online
Accountability
Zichtbaar
In doelgroep
Met voldoende Effect

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impression impression impression impression impression impression
A B
impression
€
B

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4
€
A B
120 20 15 2 35 0
Seconds in screen
B

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€
A
120 20 15 35
Seconds in screen

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OP BASISVAN 123.000 CONVERSIES
IS DE BELANGRIJKSTE DRIVER …
• DE AANWEZIGHEIDVAN MINIMAAL 1 PREMIUMVIEW (>10SECONDEN)
• DE GEMIDDELDEVIEWTIJD IN JOURNEY

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Online
Accountability
Zichtbaar
In doelgroep
Met voldoende Effect

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ONLINE BRAND PERFORMANCE
30 seconds
in screen
25 seconds
in screen
55 seconds
in screen
110
sec.
Plus 1000 more…
HALF PAGE BILLBOARD ADVERTORIAL
ONLINE BRAND
PERFORMANCE
UPLIFT
• Awareness
• Consideration
• Evoked
• Preference
• Brand KPI’s
• Buying Intention
• Buy
• Loyalty

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118100
Campaign Awareness Brand Awareness
0 sec exposure >30 sec exposure
154
109100
139
0 – 30 sec exposure
Significant difference compared to No Exposure p <.05

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TV 94%
TV
94%TV
75%
5,7 ACF
PREROLL
23%
2,3 ACF / 70sec.
ONLINE
DISPLAY
45%
7,1 ACF / 200sec.
OUTDOOR
13%
16,3 ACF
CROSS MEDIA PERFORMANCE
CROSSMEDIA BRAND
PERFORMANCE
UPLIFT
• Awareness
• Consideration
• Evoked
• Preference
• Brand KPI’s
• Buying Intention
• Buy
• Loyalty
Kortom, de
meer waarde
van online
exposure kan
zijn, het
ondersteunen
van offline
exposure.

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2016 en daarna
Trends & Voorspelling

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TRENDS: VRAAG KANT WORDT DOMINANT
• BUREAUS GAAN MEER CONCURREREN OP
TRANSPARANTE ONLINE KWALITEIT
• ADVERTEERDERS ZULLEN MEER GEINTEGREERDE
REGIE GAANVOEREN
• PROGRAMMATIC PLATFORMS ZULLEN
INTELLIGENTER MOETEN/GAAN WORDEN
• UITGEVERS MOETEN/GAAN INVESTEREN IN
ZICHTBAARHEID, AUDIENCE EN EFFECT
• NIEUWE KPI’S ZULLEN DOMINEREN

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VOORSPELLING
ACCOUNTABILITY WORDT
LEADING. RATECARDS
STEEDS MINDER.

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THANK YOU