interact 2017 keynote speech: delivery chain quality by john montgomery, vp global brand safety,...
TRANSCRIPT
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YOU GET WHAT YOU PAY FOR
(GOEDKOOP IS DUURKOOP)
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DIGITAL MEDIA HAS BEEN IN THE NEWS RECENTLY
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WAIT, IT GETS WORSE
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The push for efficiency
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COULD THERE BE A RELATIONSHIP BETWEEN
THE PUSH FOR EFFICIENCY
AND
DIGITAL QUALITY?
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CPM6
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THE RISK TO PUBLISHERS
YOUR AD
HERE!
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YOU CAN BUILD A CAMPAIGN OUT OF
NON-EXISTENT IMPRESSIONS
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THE BASIC TRUTH
An ad that cannot be seen (by a human) has no value“
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HOW DO WE TURN THIS AROUND?
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WHAT IS QUALITY?
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An ad that is seen, by a human, in the assigned demographic and in a safe environment
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At Least 50%At Least 55%
At Least 65% At Least 70%
100 118 141
© comScore, Inc. Proprietary.
IMPACT OF VIEWABILITY ON INDEX OF SALES LIFT
168
CLIENT A CASE STUDY ACROSS CPG CATEGORY
GROUPM CONFIDENTIAL
AD VIEWABILITY DRIVES SALES LIFT
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0%
20%
40%
60%
80%
100%
Q4 2014 Q2 2016
GroupM Standard
MRC Standard
QUALITY AND VIEWABILITY INCREASE IN THE US?
*MOAT BENCHMARKS FOR MRC & GROUPM VIEWABILITY STANDARD FOR DIRECT SOLD VIDEO INVENTORY Q4 2014 VS Q2 2016
VIEWABILITY TREND WHAT DID WE LEARN IN THE US?
• Trading leadership is key
• 95% of US vendors now accept US’ standards
• (it took nearly two years)
• Decision to introduce higher standards vindicated
• We should have started tagging earlier!
• Client support was vital
GROUPM CONFIDENTIAL
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LOW FRAUD/HIGH QUALITY CLIENTS BUY PREMIUM INVENTORY
GROUPM CONFIDENTIAL
0
5
10
15
20
25
30
35
40 ANA/WHITEOPS 2015 FRAUD STUDYNHT % By Advertiser
% F
RAUD
14
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WONT VIEWABILITY INCREASE THE PRICE OF INVENTORY?
ACTUALLY, QUITE THE OPPOSITE
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WHAT CAN YOU DO?