advertising accountability: metrics and analytics around video, mobile and social
DESCRIPTION
Presentación de George Musi, Head of Cross-Media Analytics, Dg-MediaMind realizada en el Innovation Day de Métricas de IAB MéxicoTRANSCRIPT
![Page 1: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/1.jpg)
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
White R 255 G 255 B 255
Advertising Accountability: Metrics and Analytics around Video, Mobile and Social
George Musi Head of Cross Media Analytics DG-MediaMind ©2013 DG Inc. All rights reserved 1
@dgspoton
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2 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Media Fragmentation
2
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3 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Consumer Convergence
is
Here!
![Page 4: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/4.jpg)
4 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors The multi-screen consumer---all devices used but in different contexts
![Page 5: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/5.jpg)
31/10/13 5
Content is being viewed anytime
anyplace
any device
© 2013 DG Inc. All rights reserved.
![Page 6: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/6.jpg)
6 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
consumer touchpoint = data point
6
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7 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Creating an explosion
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
of data
7
![Page 8: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/8.jpg)
8 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 9: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/9.jpg)
VOLUME
Data at Scale
VELOCITY
Data in Motion
VARIETY
Data in Many Forms
VERACITY
Data in Doubt
9 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Value
![Page 10: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/10.jpg)
10 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Demographics
Attitudinal
Behavioral Transactional
Social CRM
Verification Exposure
Emotional Online & Offline Contextual
First-party Third-party
Search
10
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11 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Map the consumer’s journey to purchase
11
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12 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
all necessary data
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
bridge & integrate
12
![Page 13: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/13.jpg)
13 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 14: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/14.jpg)
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
14 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
data the right
matters
![Page 15: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/15.jpg)
15 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Understanding
data Is the key
![Page 16: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/16.jpg)
16 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
each holds a puzzle
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
piece to the 16
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17 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Connect with audiences
![Page 18: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/18.jpg)
18 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
the right message
to the right audience
Delivering
at the right time
in the right place
at an effective frequency
![Page 19: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/19.jpg)
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
©2013 Digital Generation Inc. All rights reserved 19
Tracking users
![Page 20: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/20.jpg)
20 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 21: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/21.jpg)
21 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
GRP
not a thing of the past...
![Page 22: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/22.jpg)
22 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
shouting messages not just
![Page 23: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/23.jpg)
23 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
to consumers
![Page 24: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/24.jpg)
24 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors What is a
Metric?
![Page 25: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/25.jpg)
25 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors morass of metrics
![Page 26: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/26.jpg)
26 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Drowning in a sea of
metrics
![Page 27: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/27.jpg)
27 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
keep it
![Page 28: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/28.jpg)
28 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Right Metric for the
Right Objective
![Page 29: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/29.jpg)
Metrics
Measures 29 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Goals & Objectives
Critical Success Factors
KPIs
![Page 30: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/30.jpg)
30 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 31: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/31.jpg)
31 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Reach
Resonance
Relevance
Reaction
Deliver Impressions To The Right Audience
Breakthrough & Communicate
Influence Their Opinion
Opt
imiz
atio
n
Impact Their Behavior
![Page 32: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/32.jpg)
32 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
combining metrics
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 33: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/33.jpg)
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
33 ©2013, Digital Generation, Inc. All rights reserved. ©2013 DG Inc. All rights reserved 33
How do you carpe data
![Page 34: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/34.jpg)
34 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
value
![Page 35: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/35.jpg)
35 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 36: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/36.jpg)
Magenta R 197 G 0 B 132
Dark Gray R 94 G 106 B 113
Medium Gray R 195 G 200 B 200
Black R 0 G 0 B 0
Black R 0 G 0 B 0
Warm Gray R 206 G 207 B 203
Navy Blue R 0 G 52 B 120
Medium Blue R 84 G 130 B 171
Light Blue R 179 G 200 B 230
Red R 136 G 35 B 69
Purple R 83 G 46 B 96
Light Purple R 143 G 141 B 203
Primary Colors Secondary Colors
Diagnostic Analytics
Predictive Analytics
Prescriptive Analytics
Descriptive Analytics
36 ©2013, Digital Generation, Inc. All rights reserved.
VALU
E
DIFFICULTY
What happened?
Why did it happen?
What will happen?
What should happen?
![Page 37: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/37.jpg)
37 © 2013 DG Inc. All rights reserved.
Advertising
Impressions
![Page 38: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/38.jpg)
38 © 2013 DG Inc. All rights reserved.
![Page 39: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/39.jpg)
39 © 2013 DG Inc. All rights reserved.
![Page 40: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/40.jpg)
40 © 2013 DG Inc. All rights reserved.
Today's definition of an impression
![Page 41: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/41.jpg)
41 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
All impressions are not created
equal
![Page 42: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/42.jpg)
42 © 2013 DG Inc. All rights reserved.
an impression Served may not be
an impression Seen
![Page 43: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/43.jpg)
43 © 2013 DG Inc. All rights reserved.
waste
![Page 44: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/44.jpg)
44 © 2013 DG Inc. All rights reserved.
Time for
![Page 45: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/45.jpg)
45 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Moving from counting served → seen ads
![Page 46: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/46.jpg)
46 © 2013 DG Inc. All rights reserved.
Viewable
Impression
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
![Page 47: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/47.jpg)
47 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Viewable Impression definition
![Page 48: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/48.jpg)
48 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Net Effect: advertisers have the confidence & security to place more ad dollars with digital media
Viewable Impression
Consistent Metric
Apples-to-Apples Analysis Equal Footing
Common Currency
![Page 49: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/49.jpg)
49 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors Attribution
![Page 50: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/50.jpg)
50 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
Attribution
![Page 51: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/51.jpg)
51 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
What gets measured gets managed
![Page 52: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/52.jpg)
52 © 2013 DG Inc. All rights reserved.
PMS 233 197/0/132
LOGO
PMS 431 94/106/113
LOGO
PMS 428 195/200/200
LOGO
PMS 420 206/207/203
PMS PB 0/0/0
PMS WHITE 255/255/255
Primary Colors
PMS 294 0/52/120
PMS 646 84/130/171
PMS 2708 179/200/230
PMS 208 136/35/69
PMS 525 83/46/96
PMS 7466 143/141/203
Secondary Colors
and not everything that counts can be
counted.
Not everything that can be counted
counts,
![Page 53: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/53.jpg)
53 © 2013 DG Inc. All rights reserved.
questions
![Page 54: Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social](https://reader035.vdocument.in/reader035/viewer/2022070304/54c763f24a7959154e8b456a/html5/thumbnails/54.jpg)
Thank You
www.dgit.com 54 © 2013 DG Inc. All rights reserved.