The document discusses the importance of measuring the effectiveness of mobile advertising, highlighting that only a fraction of impressions are actually viewed despite being considered viewable. It emphasizes the need for a multi-dimensional approach to understanding ad impact, including deliverability, attention, and branding metrics. Lastly, it recommends balancing short-term and long-term ad spend for optimal brand success.

1. Prepared by
Measuring a deeper impact….
And why ad measurement matters more than ever before
October 2016

2. Know what this is?

3. What’s the impact on the other 99.99%?
0.01% CTR
Click Through Rate
(CTR)

4. Source: emarketer July 2016
CTR:
56%
Brand Lift
26%
Metrics used to measure effectiveness of mobile advertising globally
The click dominates!

5. Source: Google Trends 2016
Ad blocking
Retargeting
Average Jan 2012 Jan 2013 Jan 2014 Jan 2015
We look for clicks. They block.

6. An obesity crisis in content

7. 50% of an ad on screen for 1 second
So we came up with viewability

8. Source: Lumen 2016
But just because an ad is viewable…

9. Viewed
Impressions
Only 65% of viewable
impressions are actually viewed
This means that only 35% of
total impressions are viewed
Viewable
Impressions
46% of impressions
aren’t viewable
Source: Lumen 2016
But just because an ad is viewable doesn’t mean it’s viewed…
35%
Impressions 100%
54%

10. Who’s even seeing your ads anyway?
of web traffic is human are blocking adverts of impressions are viewable
54%22%44%

11. Delivery
Is an ad served?
Viewability
Did it appear
on screen?
Exposure
Did it appear
within sightline?
Attention
Did anyone even
pay attention to
it?
Respect the hierarchy
(and that’s before you even get to the branding funnel)

12. Deliverability
Viewability
Attention
Exposure
Short Term
Brand Awareness
Message Association
Brand Perceptions
Brand Favourability
Purchase
Consideration
Purchase Intent
Clicks
Acquisitions
Sign ups
Referrals
Sales
Long Term
Short Term
Did my ad
actually get
anywhere near a
human being?
Did my ad have
any lasting
impression
on my brand?
Did my ad drive
any immediate
business benefit?
Behavioural
Observed
Tracked
Self reported
Attitudinal
“Why”
Behavioural
Observed
Tracked
“What”
“What”
Web analytics
Ad tech
“How”
Survey data
Web analytics
Ad tech
CRM
Metrics Impact Time Frame
Pre Funnel
Traditional
branding
funnel
Response
So what is impact then?

13. Recommended Long
Term vs Short Term ad
spend for brands
60:40
Estimated brand volume
resulting from short
term activity
5%
The brand funnel:
There’s nothing soft about a soft measure
Source: IPA Long and Short of It

14. 1
Scaling brand
research is hard
2
Linking the
behavioural and
attitudinal
3
Cross platform
comparison
Challenges of brand measures

15. Follow the footprint of the campaign
Immediate behavioural data
Real time campaign validation
Recency of survey
Cost
Valuable inventory
UX
Measuring brand:
Online intercepts or build a panel?
Online
intercepts
Cost effective
Scaleable
Engaged Respondents
Panel fatigue
Harder to optimise
Panel

16. 16 Source: Guardian Brand Aid research, 2008 – 2015. Average across 92 campaigns in six categories.
Benefit
Positive towards
advertiser
Informed
Appealing
+23%
+18%
+11%
+11%
Building a normative database and unearthing new insight
% uplift in ad perceptions, relevant vs non relevant editorial environment

17. % uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website
Informed
Positive towards
advertiser
Benefit Appealing
Travel +16% +29% +22% +40%
Tech +25% +16% +16% +12%
Food & Drink +17% +24% +36% +21%
Finance no boost +8% +57% no boost
Fashion & Beauty +21% +13% +13% no boost
Arts & Entertainment no boost +16% +12% +8%
Harnessing the power of context

18. 18 Source: Guardian Brand Aid research 2008 to present.
Each platform offers different strengths
Recall
Impact
Persuasion

19. 1
Measurement is
more important
than ever before
2
Measuring
brand is a true
measure of long
term success
3
Harness the power
of normative data
for planning AND
evaluation
Three takeaways

20. Prepared by
Thanks!
iangibbsinsight@gmail.com
@IGDataStories