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Measuring a deeper impact….And why ad measurement matters more than ever beforeOctober 2016

Know what this is?

What’s the impact on the other 99.99%?

0.01% CTRClick Through Rate

(CTR)

Source: emarketer July 2016

CTR:

56%Brand Lift

26%

Metrics used to measure effectiveness of mobile advertising globally

The click dominates!

Source: Google Trends 2016

Ad blocking

Retargeting

Average Jan 2012 Jan 2013 Jan 2014 Jan 2015

We look for clicks. They block.

An obesity crisis in content

50% of an ad on screen for 1 second

So we came up with viewability

Source: Lumen 2016

But just because an ad is viewable…

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%

Who’s even seeing your ads anyway?

of web traffic is human are blocking adverts of impressions are viewable

54%22%44%

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)

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?

Recommended Long Term vs Short Term ad

spend for brands

60:40Estimated 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

1

Scaling brand research is hard

2

Linking the behavioural and

attitudinal

3

Cross platform comparison

Challenges of brand measures

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?

Onlineintercepts

Cost effective

Scaleable

Engaged Respondents

Panel fatigue

Harder to optimise

Panel

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

% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website

InformedPositive towards

advertiserBenefit 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 Source: Guardian Brand Aid research 2008 to present.

Each platform offers different strengths

Recall

Impact

Persuasion

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

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Thanks!iangibbsinsight@gmail.com@IGDataStories