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vCE Webinar | 10 May 2012
Mike Shaw Director, Marketing Solutions
@comScoreEMEA
Changing How the WorldSees Digital Advertising
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1 Brandings Digital Challenge
2 Quantifying the Problem
3 Kelloggs Solution
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In 2007, comScores First Post-Buy Analysis Across 8 DigitalUS Campaigns Showed Execution Left a Lot to be Desired
Percent of Ad Impressions for 8 Campaigns
0%
10%
20%
30%
40%
50%
60%
70%
In US But NotTarget
Hit TargetFrequency >=5
Hit TargetFrequency
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X
Branding advertisers on TV are accustomed to audienceguarantees and expect the same in digital
Cookies Are Not People
Cookie Proliferation
Accuracy of cookie-based digital plan delivery is problematic:
Cookie Deletion
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Cookies Cant Accurately Identify Who is Using a Computer at
any Given Point in Time due to Multiple Users
Over 64% of home users share a computer with other users
1 user
36%
2 users
32%
3+ users
32%
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Cookie Deletion is a Global Realityand a Global Challenge
Ad Server Cookies
Country
Percent of
computersdeleting
Average # of cookies
per computer forsame campaign
Australia 37% 5.7
Brazil 40% 6.6
U.K. 35% 5.9
U.S. 35% 5.4
Accurately counting reach with cookies is not possible,
yet is currently the method used in most ad servers and analytics systems
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Arguably the Most Important Digital Advertising Initiative ToDate: Making Measurement Make Sense (3MS) Mission
Reduce costs of doing business due to
complexity of digital advertising ecosystem
Single Tag solution to reduce complexity
Improve reporting of ad exposure
Bolster confidence that ads delivered are
actually visible
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to better understand sources of waste and
ident i fy opportuni t ies to extract more value
f rom digi tal advert is ing budgets
comScore has now quantified incidence of sub-optimal addelivery across key ad delivery dimensions
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vCE US Charter Study:12 Major Branded Advertisers Came Together to Lead & Learn
Allstate
18campaigns2 billion impressions400,000sites
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15campaigns640 million impressions213,000sites
Charter Study replicated in Europe with similar results
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vCE Charter Study:In-view Rates Need to Be Improved
Campaign In-view ad rates ranged from:US55% to 93% EU64% to 72%
US69%
AVERAGE
67%AVERAGE
EU
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7%
69%98%
MINIMUM AVERAGE MAXIMUM
0.2%
63%
100%
MINIMIUM AVERAGE MAXIMUM
In-View ad ratesacross Top 500
US sites
In-View ad ratesacross top 100
EU sites
vCE Charter Study:Opportunity for improvement at the largest sites
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13 7seconds
average by site category8.0
seconds
26.3
seconds
In-view duration
vCE Charter Study:In-View Duration Rates Not Consistent
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Large sites scored better than long-tail sites
Percentage of Ads Served In-View
77% 74% 70%61%
66% 63% 61%55%
US EU
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Digital Ad Economics:The Good Guys Arent Necessarily Winning
Low correlation of In-View Rates & CPM
An equally as weak correlation was also observed between CPMand ability to hit a primary demographic target
R=0.0373
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vCE Charter Study:Ads Often Fall Outside of Desired Geography
About half of geographic waste was notonly out of target but also out of language
US4% of ads were served
outside geography.Up to 15% of ads on agiven campaign
7% of ads were served
outside geography.Up to 27% of ads on agiven campaign
EU
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vCE Charter Study:Ads Often Served in inappropriate brand content
72% and 67% of US and EU campaigns hadimpressions served in inappropriatebrand content
US92,000 people
In the US
21,000 people
In the EU
EU
Limited number of people,
but big potential negative impact
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vGRP can provide more accurate analysis of campaigneffectiveness in Marketing Mix Models
0
10
20
30
40
50
60
70
80
0
10
20
30
40
50
60
70
80
90
100
Month 1 Month 2
GRP:NegativeCorrelation
GRP
Sales
0
10
20
30
40
50
60
70
80
0
10
20
30
40
50
60
70
80
90
100
Month 1 Month 2
vGRP:Positive
Correlation
vGRP
Sales
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There is good news for advertisers, agencies and publishers
Analogous to TV audience guarantees
Eliminating unseen online inventory supplyresults in: More effective / efficient campaigns and less
waste for advertisers More accurate metrics for market mix models
Better proof of digital ad effectiveness
Increased transparency/accountabilitymeans increased confidence in digital .
leading to more branding ad spendingmoving online
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Using Data to Solve
Digitals Problem
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Visibility measures are enriching our KPI analysis
Kelloggs is participating in the first ever Validated Campaign Essentials
study outside the U.S. with two U.K. based campaigns
Impressions ImpressionsAvg.
Frequency% In View
Targeting Index % on Target Total Campaign Total Campaign
Campaign Total 116 30.3% 3.1 72%
Publisher 1 76 19.9% 3.9 67%
Publisher 2 94 24.7% 1.9 64%
Publisher 3 93 24.5% 2 74%
Publisher 4 147 38.6% 7.8 70%
Publisher 5 191 50.0% 2.4 87%
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Where We Are Going: In-Market Optimization at aCampaign Level Based on Cost and Effectiveness
Opportunity to optimize - Budgets follow performance
Multiple publishers, each with high reach potential Wide variance in performance observed real-time
Brand X - Q3/Q4Media
Partner
Avg
Frequency
Impressions
in Target
Impressions
in ViewCPM
1 3.5 24.5% 83% $2.44
2 3.0 16.9% 91% $9.08
3 8.4 23.5% 71% $8.62
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holistic single tag people-basedmeasurement
cross-mediacomparability
complete in-viewmeasurement
The Future in Focus
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For more information:Visit www.comscore.com/vCE
Email [email protected]
Q&A
mailto:[email protected]://www.comscore.com/vCE