This document discusses challenges with digital advertising measurement and proposes solutions. It summarizes findings from a study measuring campaign effectiveness across devices using a panel-based approach. Key findings include: 1) True campaign reach can be measured across devices, 2) Ad targeting still has room for improvement according to profile matches, 3) Mobile appears to effectively reach mainstream audiences, and 4) Linking behaviors to attitudes provides insights into campaign impact beyond individual metrics. The study demonstrates how enhanced measurement can address digital industry issues through verification and understanding ad exposure versus self-reported data.
Decimating Programmatic Advertising- the new buzz in advertising and marketing world
Learn more at: http://hub.bannerflow.com/h/i/236487553-infographic-programmatic-advertising-facts
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
State of Marketing: Insights on Top Marketing Trends for 2017 and BeyondMediaPost
To blaze trails in the Age of the Customer, marketers need to know what's top-of-mind for their peers and understand what practices set top teams apart from the rest. Join this session to arm yourself with the results from the fourth annual "State of Marketing" research study, based on a global survey of 3,500 marketing leaders. You'll learn about key trends that are changing the face of marketing, such as the evolution of customer journey strategies, the growth and influence of various channels, how teams are leveraging emerging technologies like artificial intelligence, and more.
Decimating Programmatic Advertising- the new buzz in advertising and marketing world
Learn more at: http://hub.bannerflow.com/h/i/236487553-infographic-programmatic-advertising-facts
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
State of Marketing: Insights on Top Marketing Trends for 2017 and BeyondMediaPost
To blaze trails in the Age of the Customer, marketers need to know what's top-of-mind for their peers and understand what practices set top teams apart from the rest. Join this session to arm yourself with the results from the fourth annual "State of Marketing" research study, based on a global survey of 3,500 marketing leaders. You'll learn about key trends that are changing the face of marketing, such as the evolution of customer journey strategies, the growth and influence of various channels, how teams are leveraging emerging technologies like artificial intelligence, and more.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
MediaMath's CRO and Co-founder Erich Wasserman presented on the growth and opportunity of programmatic internationally at the Brazilian Embassy in London.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Neil Garner, Founder of Proxama speaking at ad:tech London on 13th October 2015
http://ad-techlondon.co.uk/
Register for next year: http://ad-techlondon.co.uk/register
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingMediaPost
Programmatic is eating the world. With more ad formats, data signals, and competitors than ever, smart marketers need to have the right strategy to succeed in the next generation of digital advertising. Joe Luchs from Beeswax will discuss modern optimization and the tactics sophisticated marketers are using to win.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
Capture - Day 1 - 12:30 "What is the Future of Programmatic?" with Ve Interac...PerformanceIN
What’s the future of programmatic? Welcome to an interactive session with a twist, as four leading experts in video, private marketplaces, data and mobile argue that their specialism is the answer to exactly that.
Expect thoughts and theories to be supported by case studies and in-depth research as the individuals look to get their voices heard in a ‘balloon debate’ format - a first for the PMI conference.
After each speaker has had their say, the audience will get the chance to test the panel on their ideas before collectively voting on which trend deserves the mantle of ‘future of programmatic’.
Hosted by Bill Swanson, VP, EMEA, PubMatic
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
IAB Europe digital brand advertising and measurement report june 2018Romain Fonnier
En 20 pages, le rapport «Digital Brand Advertising and Measurement» publié par l’IAB Europe mesure les attentes des publishers, annonceurs et agences autour de la mesure. Il aborde 4 thématiques : «Digital Measurement Priorities», «Digital Advertising Quality», «Key Performance Indicators» et «Organisation of Digital Measurement». Il se base sur une enquête réalisée auprès de 650 professionnels de 31 pays interrogés entre Février et Mars 2018.
Agences, annonceurs et publishers sont d’accord pour mettre en priorité le passage vers une mesure des impressions visibles plutôt que servies. La meilleure connaissance du consommateur et la compatibilité des mesures des autres médias sont les autres priorités principales énoncées.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
MediaMath's CRO and Co-founder Erich Wasserman presented on the growth and opportunity of programmatic internationally at the Brazilian Embassy in London.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Neil Garner, Founder of Proxama speaking at ad:tech London on 13th October 2015
http://ad-techlondon.co.uk/
Register for next year: http://ad-techlondon.co.uk/register
Programmatic 2.0 - Optimization for Next Generation of Digital AdvertisingMediaPost
Programmatic is eating the world. With more ad formats, data signals, and competitors than ever, smart marketers need to have the right strategy to succeed in the next generation of digital advertising. Joe Luchs from Beeswax will discuss modern optimization and the tactics sophisticated marketers are using to win.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
Capture - Day 1 - 12:30 "What is the Future of Programmatic?" with Ve Interac...PerformanceIN
What’s the future of programmatic? Welcome to an interactive session with a twist, as four leading experts in video, private marketplaces, data and mobile argue that their specialism is the answer to exactly that.
Expect thoughts and theories to be supported by case studies and in-depth research as the individuals look to get their voices heard in a ‘balloon debate’ format - a first for the PMI conference.
After each speaker has had their say, the audience will get the chance to test the panel on their ideas before collectively voting on which trend deserves the mantle of ‘future of programmatic’.
Hosted by Bill Swanson, VP, EMEA, PubMatic
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
IAB Europe digital brand advertising and measurement report june 2018Romain Fonnier
En 20 pages, le rapport «Digital Brand Advertising and Measurement» publié par l’IAB Europe mesure les attentes des publishers, annonceurs et agences autour de la mesure. Il aborde 4 thématiques : «Digital Measurement Priorities», «Digital Advertising Quality», «Key Performance Indicators» et «Organisation of Digital Measurement». Il se base sur une enquête réalisée auprès de 650 professionnels de 31 pays interrogés entre Février et Mars 2018.
Agences, annonceurs et publishers sont d’accord pour mettre en priorité le passage vers une mesure des impressions visibles plutôt que servies. La meilleure connaissance du consommateur et la compatibilité des mesures des autres médias sont les autres priorités principales énoncées.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
Making Audiences Actionable Webinar (UK)4Cinsights
4C CMO Aaron Goldman and VP, Business Intelligence, Advertiser Perceptions Justin Fromm discuss recent research into audience-based advertising from 4C and Advertiser Perceptions on this webinar. www.4Cinsights.com/advertiser-perceptions
Study programmatic and data in Spain DatmeanDatmean
Datmean just released the first study carried out in Spain about programmatic buying and data. The research points out where Spain stands on this subject and the challenges the country is facing in 2017
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
2019 Predictions: What CMOs Demand From MarTech This YearMapp Digital
The digital transformation movement was supposed to improve the customer experience. But data and technology gaps are still holding CMOs back from fulfilling their tech-enabled brands promises. Heading into 2019, the role of CMO needs to be prepared to answer these questions:
• What data and technology skills does their marketing team lack to deliver the perfect customer experience?
• How should the CMO evolve to accelerate their company’s digital transformation and data-driven initiatives?
• Why do companies need to invest in the right balance of mature marketing technology with emerging tech like AI and conversational interfaces?
This webinar is hosted by Steve Warren, CEO of Mapp, and feature guest speaker, Thomas Husson, VP & Principal Analyst from Forrester Research, Inc.
Programmatic Everywhere: What The Marketer Needs to Know to Succeed In a Cros...Rubicon Project
During this webinar you will learn:
-What programmatic is (hint: it’s more than just RTB)
-How programmatic offers a substantial potential to support audience engagement and long-time value
-What programmatic means in a multiple device world
-What’s required (from the perspective of data, technology and process) to unlock programmatic’s potential
-How the programmatic approach is likely to evolve in the future
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. • “Digital consumption has generated a huge variety of new opportunities for
marketers—but insights and intelligence are not growing as much as data points,
as a culture of short termism prevails. We recommend the linking of audience
measurement and consumer behaviour data, but the industry lacks both
standards and trust, while the still-immature digital marketing supply chain
poses problems for data integrity.”
Enders Analysis – Marketing and Measurement in the Digital Era, 2016
Time to measure audience attitudes and track their behaviour
3. The journey to the digital holy land in numbers: A tough pilgrimage for
everyone apart from Facebook and Google
2011
Digital ad spend
in the UK
overtakes TV
£4.8bn
2013
Newspaper websites
reach 70% of online
adults
33 mill.
uniques
2016
VC funding of ad
tech down.
Publishers see 70%
of CPM go to ad tech
-17%
deals
2017
Facebook and
Google take majority
of ad spend share…
and nearly all the
growth!
53%
share
2015
Programmatic =
61% of UK display
£1.85bn
4. FB and Google:
£4,987m
News digital display
£296m
Rest of digital pure play
display (and ad tech):
£2.942m
To put it in perspective…
5. How have we managed to get here? …. A perpetual preoccupation with The Click!
Measuring what we can not
what we should
Measuring short term rather
than long term impact
Measuring brand with
response metrics
6. This is where clicks get us: an industry in crisis?
of web traffic
is human
are blocking
adverts
of impressions are
viewable
44% 22% 40% 70%
1) AD FRAUD 2) AD BLOCKING 3) VIEWABILITY 4) VALUE OF PREMIUM
of premium publishers
CPMs lost to
programmatic
7. Even the big guys aren’t immune when it comes to measurement challenges
8. The key priorities for 2017…
74%
Very important to
growth
Strong capability
14%
For marketers:
Matching customers
across multiple
devices
61%
Are prioritising
data
For publishers:
Improving data
capabilities
60%
Of mobile ads
hitting their
target
For brands:
Verification
9. RAM Inviso provides a cost effective answer
• Panel based verificationFRAUD
• Measure which ads engageAD BLOCKING
• Who’s actually paying attention to your ads?VIEWABILITY
• Establish benchmarks and optimiseVALUE OF PREMIUM
• True de-duplicated reachCROSS PLATFORM
THE
ISSUE
INVISO
12. Case studies from three countries and six categories
AUTOMOTIVE
B2B FINANCE RETAIL
FASHIONTRAVEL
13. 1) We’ve all seen a campaign delivery report…. But de-duplicated across devices
and across users?
B2B Campaign
Total Reach:
397,000
Fashion
Campaign Total
Reach:
114,000
14. Measuring true campaign delivery can be cost effective and scalable, enabling us
to draw insight from a whole host of different campaign profiles
19. 2) Verification is key. Especially when targeting still leaves a lot to be desired
MANAGEMENT
21%
HIGH INCOME
8%
CAR OWNER
90%
KIDS IN HOUSEHOLD
27%
AGED 16-34
15%
PURCHASE INFUENCER
84%
% Profile
20. When it comes to mainstream shopper audiences, mobile seems to be hitting the
mark
103
103
98
Mobile
Tablet
Desktop
139
108
98
Mobile
Tablet
Desktop
113
87
90
Mobile
Tablet
Desktop
111
98
Tablet
Desktop
11
64
119
Mobile
Tablet
Desktop
118
98
Tablet
Desktop
MANAGEMENT HIGH INCOME CAR OWNER KIDS IN HOUSEHOLD AGED 16-34 PURCHASE INFUENCER
Profile index
21. 3) Brand impact measurement can be scalable and cost effective… and
benchmarkable
22. (Just in case there was any doubt as to why brand measurement matters…)
Recommended Long
Term vs Short Term
ad spend for brands:
60:40
Estimated brand volume
resulting from short
term metrics:
5%
Source: Field and Binet analysis of IPA databank. Millward Brown
23. 4) As they’re based on observed rather than self reported media usage data,
Inviso tests tend to result in a higher ad recall
Standard
35%
Inviso
38%
24. 4) Analytics and surveyed data become greater than the sum of their parts:
frequency gives time for new information to bed in?
57%
Discovered new
information
Benchmark
39%
26. An evenly delivered campaign avoids irritation through over exposure?
50%
Positive
towards ad
Benchmark
38%
27. A phased campaign with offline synergies boosts brand recognition
69%
Easily identified
advertiser
Benchmark
51%
28. What we know now…
• We can tackle the issues that pervade the digital industry through enhanced measurement
capabilities
• Campaign reach can be de-duplicated across devices more easily than ever before
• Campaign verification is essential. Most campaigns still don’t hit their target
• Mobile does offer a world of new targeting capabilities to mainstream audiences however
• By linking behaviours we have insight in to a whole host of campaign impact behaviours
• Behaviours and attitudes combined are greater than the sum of their parts!
29. Thank you!
If you’d like a copy of this report please email
dianne.newman@rampanel.com
Editor's Notes
- We live in a world of data automation. An algorithmically ruled world in which the reputation of data is increasingly playing second fiddle to its automation.
As Cathy O Neil tells us in her book Weapons on Math Destruction, these algorithms – whether they decide our insurance premiums or dictate which ads we see – leave a lot to be desired when left unchecked.
As one of Europe’s largest suppliers of digital ad effectiveness research, it’s obviously upon advertising that we want to focus today. We’re going to explore what happens when the world of behavioural web data (or big data) is combined with more traditional survey based research to provide insight and transparency in to an advertising world which unfortunately increasingly has too little of either.
But first, a bit of context…..
We don’t feel we could put it much better than Enders do here really. There’s a big difference between data and insight in the digital world and one does not always lead to the other. The lack of transparency around ad data – much of which is based on the opaqueness of programmatic algorithms has lead to declining levels of trust and insight.
How do deal with this? By measuring audiences attitudes towards advertising and brands, and combining it with sophisticated behavioural web analytics data.
But let’s take a step back a second. How did we get to this point?
The digital holy land has been one to which any publisher, media owner or platform gripped in the forces of digital disruption has been journeying in an effort to create viable monetization strategies to ensure their future.
Six years ago the picture looked promising in the UK. Digital ad spend had just overtaken TV opening a whole wealth of ad revenue opportunities for those who knew anything about how to package up their audience and sell advertising. (Source: AA and IAB 2011)
By 2013, news brands were enjoying record levels of traffic, reaching 70% of UK adults overall. The scale that they had achieved together online was to rival Facebook and Google, so surely the ad pounds would follow? Source: Comscore December 2013
And then came the rise in programmatic which by 2015 accounted for 61% of all UK display spend. Programmatic presented a fantastic opportunity for publishers to monetise every last piece of remnant inventory on their sites, but at the same time placed a considerable downward pressure on CPMs…
Just a year later the Guardian estimated that it lost up to 70% of the value of an ad sold through ad exchanges vs when it was sold directly. At the same time, ad tech businesses themselves now face a squeeze and in 2016 for the first time, the number of venture capitalists investing in new ad tech firms declined. (Source: https://www.ft.com/content/c4c358ca-c6af-11e6-8f29-9445cac8966f . The number of global adtech venture financing deals will touch 343 by year-end, a 17 per cent drop compared with 414 deals in 2015, according to data collated for the Financial Times by CBInsights.)
The duopoly of Facebook and Google now looms large, taking over half of all UK online ad spend. Scale, data, enhanced measurement and provable ad attention are the pillars on which they have built there success. (https://www.theguardian.com/media/2016/dec/15/google-facebook-uk-online-ad-revenue)
Clearly there is an imperative for publishes and ad tech alike to up their measurement, data and reporting capabilities if they resist the profound changes taking place in the market.
- And just to really hammer the point home, Facebook and Google are said to have made nearly £5bn last year, leaving the rest of the market trailing in their wake.
Source: AA and emarketer 2016: part actuals and part forecast. 2016 FULL YEAR FIGURES
So how did publishers, digital pure plays and ad tech manage to be left so far behind Facebook and Google?
The answer is simple – as an industry we’ve been preoccupied with measuring ad impact using clicks.
We do this because it’s easy – not because it’s the right thing to do.
And sure, a click might be a suitable metric for a DR campaign… but for a brand campaign? How can you gain any insight I to how consumers feels about an ad or brand based on what less than one in a thousand people do when they actually see an online ad?
And where does this pre-occupation with clicks leads?
Well because it’s easy to game a click, ad fraud is reaching untold levels where it is now estimated by statista that less than half of all web traffic is actually human (the rest being bots and web spiders).
Because marketers are obsessed with acquiring more and more clicks, more and more irritating and intrusive ads are being served… which has lead to the rise in ad blocking: something that over 20% of the UK online population now do according to the IAB (weighted towards young men – making a hard to reach target audience even harder to reach).
People aren’t even looking at many ads any more, with viewability rates differing according to site design, ad load an ad positioning. The IAB and Group M both have their own standards of viewability, but does such a behavioural metrics create more harm than good?
And finally, the obsession with clicks is impacting content. More and more content is being created with the aim of generating an ad impression, rather than fulfilling a consumer need. More and more inventory is being created and most of it is non premium – yet do the programmatic algorithms differentiate between this and an ad on the Guardian or FT? Combined with all the fake news out there, premium content is a having a tough time!
So if clicks are what’s ruining the online advertising ecosystem then what is the answer?
Well often it hasn’t been easy to get measurement right. Even Facebook and Twitter can get it wrong!
A glance at any one of a number of industry surveys sees this measurement challenge playing out as a key priority for this year.
Marketers want to be able to match customers across multiple devices. Too few measurement systems de-duplicate reach by device or browser, creating huge inefficiencies in campaign delivery. While three quarters think this is a key priority, only 14% think they have a strong capability in this area.
For publishers improving data capabilities is key – both to generate new monetization opportunities, but also to truly understand their audience and drive maximise value for advertisers.
And for brands? Verification is crucial. The old adage goes that half of all ad spend is wasted, we just don’t which half. Brands are feeling exasperated by fraud and a lack of independent verification of A) who’s actually seeing their ads and B) What impact it’s having on their brand beyond simple clicks
(Sources: https://econsultancy.com/blog/68676-10-important-stats-from-econsultancy-s-2016-research/. Survey of 184 marketers
https://www.themediabriefing.com/article/publishers-eye-new-strategies-for-challenging-year-ahead Reuters Digital News Report
http://www.wsj.com/articles/mobile-ad-targeting-is-improving-according-to-nielsen-1479826801)
At RAM we believe we have just the solution. We can employ a unique, cost effective and scalable technology to provide publishers, platforms and ad tech with the independent verification they need to place trust back at the centre of the online ad industry.
Using a panel based audience verification system we can tell you who’s seeing your ads and how effectively they’re reaching your target.
If people are blocking ads then why? We need to create ads that engage not irritate. Our scalable survey platform can do this for you.
What does viewability tell you about your ads anyway? Lumen suggest that not all viewable ads are actually viewed, so why not measure actual ad recall based on a sample who know have been exposed?
For publishers, what premium should you place on advertising, how do ads on your site perform vs industry benchmarks… can these findings bee fed in to the programmatic algorithms?
And finally our unique panels allow us to deduplicate campaign reach and impact across devices – giving a true sense of unique reach. We’ve got some really interesting case studies for you in this area to come.
- RAM INVISO METHODOLOGY IN MORE DETAIL.
Although normative databases are powerful tools in helping us understand how advertising works, they sometimes lack to the subtlety to unpick micro trends in campaign performance.
We’ve therefore chosen six randomly selected case studies from our database of Inviso tests unpick what happens at a granular level when viewing campaign performance from both a behavioural and attitudinal point of view.
The findings – particularly in the context of the challenges our industry faces – are really interesting.
- We’ve all seen an ad server generated delivery report like the one of the left before haven’t we?
Increasingly, reporting on impressions is not enough however. Only by de-duplicating reach on an individual basis according to the device they’ve been exposed on can we get a true sense of campaign reach: such as the 397k this b2b campaign reached or the 114k this fashion campaign reached.
The biggest challenge with this has been about producing cross-device deduplication reports in a cost effective scaleable way, but with Inviso panel based solution, theses problems are removed….
- The Inviso methodology is subtle enough to pick up campaign delivery profiles of all different shapes and sizes.
For example, the two day takeover of a major publisher’s homepage. As you’d expect – and as was presumably the point – the campaign hit the vast majority of its audience after just a single day and then topped out on the second day.
Standard frequency builder campaigns are picked up too. In this campaign 100% of the audience was reached after a couple of weeks, but it still ran for another seven days accumulating frequency of exposure. As we all know, there are many reasons why brands want to do this, but as we’ll see later we can definitively link this profile to brand impact now.
The behavioural economist and psychologist Daniel Kahnemann in his book How Brands Grow – tells us that market success is built on market penetration. And the first step to that? Awareness building – like this steadily delivered B2B campaign which is aiming for reach over frequency.
The video campaign has a “stop-start” profile, with a couple of delivery spikes coinciding with a national TV campaign. Cross platform synergies should never be overlooked!
So we know how many people have been reached…. But who are they? Sadly in four out of the six cases, not who the advertisers was actually paying for.
The two campaigns which did achieve more than 50% of their target were also aimed at quite, mainstream audiences.
Given the challenges discussed earlier, perhaps this is not surprising, especially when according to Nielsen , only 53% of the impressions served in the UK last year reached their intended target (http://www.nielsen.com/uk/en/press-room/2016/nearly-half-of-online-campaigns-miss-target-audience.html).
Although a small, but randomly selected sample, these results look even worse than that.
Big Data has shifted the dial when it comes to the automation of the digital ad economy, placing ads in new, weird and wonderful ways in an Nth of a second like never before. The weakest link in an algorithm however is invariably the human which created. Combined with the issue of of fraud it’s unsurprising so many campaigns still fall wide of the mark.
When looking at this picture by platform, some interesting trends emerge: For starters mobile is actually stacking up pretty well for more mainstream audiences. The smartphone is so engrained in our daily lives that it is a vital tool in the path to purchase and part of people’s shopping and product research habits whether they’re in or out of home. To find such key shopper audiences (i.e.. kids in household, 16-34 and purchase influencers) delivering well on mobile make a good deal of sense.
When it comes to a higher incomes audiences, as with our B2B campaign, this trend is less evident. Of course it’s not that higher incomes earners aren’t to found on mobile, but would you be better targeting them on desktop during their working day?
We’ve looked at behavioural data so far, and at panellists profile data for verification…. But where does attitudinal data come in to it?
This where Inviso really comes in to its own by allowing us to measure audience attitudes and track their behaviour
RAM have tested thousand of digital campaigns, building up extensive benchmarks for how digital advertising works. Because it employs a self-reported single cell methodology, making a comparison to a benchmark rather than between control and exposed groups, it’s far easier to build up benchmarks rapidly.
Here we can see for example, that the average recall of a online ad is 35%, prompting a purchase intent among 11% of respondents.
And just in case we needed reminding (and seemingly we do when our industry is so obsessed with short term measures): investing in brand (and therefore brand impact measurement) matters.
An analysis if the IPA databank has shown that those advertisers who’s invest 60% of their budget in brand and 40% in short term (like direct response) marketing achieve far greater business benefits than those who invest two much in short term success.
Millward Brown further proves this point by claiming that only 5% of brand volume sales can be attributed to short terms metrics.
Awareness, understanding, favourability, purchase intent…. Brand matters!
Because brand matters, measuring it is so important to get right.
The standard method of measuring ad recall takes those who claim to have visited a web page on a specific data range and asks about their recall accordingly. This method relies of the imperfections of the human memory of course.
With Inviso however… we know when and where they have seen the campaign… subsequently giving us a more accurate base on which to measure recall.
Not only is this more accurate, but we’re also seeing a marginal improvement in ad recall rates when using Inviso measurement.
When it comes to brand impact, cross referencing it against the profile of the campaign delivered can unearth rich new insights that many marketers still just don’t have at their disposal.
From the campaigns we’ve looked at, there is a sense that planning instinct is still correct, although we can’t definitely say how much impact is down to the creative vs the campaign delivery, it’s interesting to note that our frequency builder campaign has outperformed the established benchmarks in consumers discovering new information about the brand. Frequency of exposure is used to bed in deeper brand experiences and we can see that being played out here.
(benchmarked against similar category campaigns)
From a simple recall level, the homepage takeover has proven to be highly memorable. – more than double the benchmark.
- A campaign which doesn’t overexpose itself on the other hand is less likely to irritate consumers and we’ve seen it work harder when it comes to brand persuasion.
- In the case of the retail video ad, synergies with an offline campaign can make brand identification that much easier.
Benchmarked against other online campaigns from last two years from same country
Benchmarked against other online campaigns from last two years from same country