Analytics updates viewability, verification, visual analytics
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Transcript of Analytics updates viewability, verification, visual analytics
© 2011 MediaMind | A division of DG | All rights reserved
Viewability, Verification, Visual Dashboard
Joey Chee | Client Services Director
20 April 2012
Analytics Updates
© 2011 MediaMind | A division of DG | All rights reserved
Marketing Suite
MediaMind Blocks
MediaMind Workshop
MediaMind Analytics
Channel Connect
Smart Trading Smart Planning
DeveloperTools
Tracking& Analytics
DemandSide
Platform
AdServing
Planning& Buying
Smart Versioning
DynamicCreative
Rich Media
Standard Serving
In-stream Video
MediaMind Mobile
© 2011 MediaMind | A division of DG | All rights reserved
MediaMind Analytics
Tracking& Analytics
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Viewability
© 2010 MediaMind Technologies Inc. | All rights reserved
What is Visibility?
728x90
300x250
Above the fold
Belowthe fold
User browser screen (current
viewed area)
Unit Size Impression Visible
728x90 1 Yes
300x250 1 No
On page load
Unit Size Impression Visible
728x90 1 Yes
300x250 1 Yes
After user scrolled
© 2012 MediaMind Technologies, Inc. | A division of DG | All rights reserved
Viewability
What is Viewability?
An ad is considered viewable when it is served above the fold, or served below the fold and the page was scrolled down
MediaMind now complies with the IAB 3MS initiative.
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
Benefits:
▸ See just how many of your served ads were actually visible and experienced.
▸ Gain increased insight into your media buy and creative based on ad visibility.
Example:
▸ A high number of impressions with low visibility might not be as effective as a lower number of impressions with high visibility.
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
Improvement
▸ MediaMind now calculates ad visibility based on how much of an ad is visible and for how long.
▸ Custom agency and advertiser thresholds for visibility metrics and quality
▸ Support for friendly and unfriendly IFrames when integrated with the publisher
▸ New HTML5 support across devices
▸ Visibility for In-Stream ads with UIF plug-in
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
The New Visibility Offering Summary▸ The following table highlights the two visibility
modes:
Basic Visibility Enhanced Visibility
Metrics Visible Impressions, Recordable
Visible Impressions, Duration, Cost Metrics, etc.
Thresholds Agency-Level Agency-Level andAdvertiser-Specific
Reporting Delivery Summary Enhanced Visibility
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
Delivery Summary Report▸ You can now see the following visibility metrics in the Delivery
Summary report for accounts with Basic Visibility or Enhanced Visibility:
Metric New? Description
Recordable Impressions Rate No
The percent of impressions successfully recorded for visibility evaluation purposes out of served impressions. Note: Not all impressions can be recorded successfully. For example mobile and certain IFrame configurations cannot be recorded.
Visibility Rate (Agency)
Replaced Visible Impressions Rate
The percent of visible impressions based on agency visibility thresholds, out of recordable impressions.
Surpassed Visibility Quality Yes A yes/no value indicating whether the Visibility Rate surpassed your
Visibility Quality Rate threshold.
Total Visible Impressions (Agency)
Replaced Visible Impressions
The number of visible impressions measured based on agency visibility thresholds.
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
Enhanced Visibility Mode
▸ You can compare “benchmark” thresholds at the agency level to thresholds you define for each individual advertiser.
▸ You can access the new EnhancedVisibility report from under AgencyReports:
© 2012 MediaMind | A division of DG | All rights reserved
New Visibility Offering
Enhanced Visibility Mode (cont’d)
▸ In the Enhanced Visibility report, you can see metrics for visible impressions reflecting thresholds defined both at the agency level and at the advertiser level. For example:
Metric DescriptionCTRv (Agency) The percentage of total clicks out of visible impressions based on agency visibility thresholds.
Calculation: CTRv (Agency) = Total Clicks / Visible Impressions (Agency).
Average Visibility Duration (Agency)
The average amount of time the ad was visible based on agency visibility thresholds.
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Verification
© 2011 MediaMind | A division of DG | All rights reserved
Verification – common features
Feature MediaMind DoubleClick
Double Verify
Ad Xpose
The Media Trust
Ad Safe
Peer 39
Geo-reporting Audience reporting Brand safety violation reporting Ad-fraud reporting Competitive Separation reporting
Pre-emptive ad-blocking Q3 2012 (Page) site page page
OBA compliance
© 2011 MediaMind | A division of DG | All rights reserved
Phase One
▸ Limited # of participants
▸ ReportingVerify geographic destination of adsVerify audience characteristicsReport brand safety violations
▸ ProcessManual tagging in MediaMindSeparate login required to Verification
© 2011 MediaMind | A division of DG | All rights reserved
Phase One
▸ Summary and details
▸ Sample screen shots of questionable content
© 2011 MediaMind | A division of DG | All rights reserved
Phase One – how do we get audience info?
Crawl millions of pages of social media Identify page demographics from data on pages
Train our classifier with millions of examplesWe produce a classifier for audience demographics
© 2011 MediaMind | A division of DG | All rights reserved
Phase Two
▸ Increase # of advertisers
▸ Reporting now integrated
• No manual tagging required
• Verification UI provided as iFrame inside Analytics suite
© 2011 MediaMind | A division of DG | All rights reserved
Phase Three
▸ Real-time Ad blocking
▸ How it works• MediaMind scrapes Internet
pages and categorizes content
• Publisher calls for ad
• We verify content for brand safety
• If OK, we serve ad. If not safe, we serve PSA ad
▸ No more restriction on # of clients for reporting only
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Visual Analytics
© 2011 MediaMind | A division of DG | All rights reserved
New Analytics Suite
Existing Analytics Tools
• Predefined reports
• Excel Plug-in• Campaign
presentation• Custom
reports
Enhanced CRB
• More data• Better
refresh rate• New file
formats• UI changes
Visual Analytics
• Performance• Smart
Trading• Conversions• Video• Audience• More…
Cross channel reportingEnhanced visibility metrics
© 2010 MediaMind Technologies Inc. | All rights reserved
Visual Analytics provides an easy, visual and quick way to look at
your campaign performance
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2011 MediaMind | A division of DG | All rights reserved
Visual Analytics – Performance Report
▸ Currently includes performance data with the most important metrics:
• Delivery
• Interactions
• Conversions
• ROI
▸ Refresh rate – 5 times a day
▸ Displays a visual presentation of metrics on two graphs – a timeline and a comparison graph
▸ Data is also available in table (grid) view.
© 2011 MediaMind | A division of DG | All rights reserved
How does it work?
Select campaign/s
Go to main view
Customize your view
© 2011 MediaMind | A division of DG | All rights reserved
Choose Campaigns
▸ Select one or more campaigns from same advertiser
© 2011 MediaMind | A division of DG | All rights reserved
“Select Campaign” Features
▸ Select one or more campaigns• Display
• Search
• Global (GCM) – only one campaign at a time
▸ See an overview of your campaign
▸ Customize Campaign View list - include/exclude certain data sets
• Customize metrics
• Choose specific types
• Search/Filter/Sort
▸ Choose campaigns according to status
▸ Change account – super user only
© 2011 MediaMind | A division of DG | All rights reserved
Key Platform Areas
Campaign Performance
Visualization Area
Data Summary
Data Table View
Timeline graph Comparison graph
Other analytics tools
Timeline graph Comparison graph
© 2011 MediaMind | A division of DG | All rights reserved
How is the Data Presented?
▸ Graphs• Select up to 2 metrics to include in the graphs
• Choose the graph type (bar, line, etc.)
• Present the data in a timeline and/or a comparison view.
• Data resolution can be days, weeks, months, quarters or years
© 2011 MediaMind | A division of DG | All rights reserved
How is the Data Presented?
▸ Highlights• Presents a summary of the data level you are in.
• Customizable view – choose which metrics you want to see.
• Compare to benchmarks and averages
© 2011 MediaMind | A division of DG | All rights reserved
How is the Data Presented?
▸ Data table• Customise and filter the table view
• Group by different metrics
• Sort by one or two columns
• Choose how much data to see
© 2011 MediaMind | A division of DG | All rights reserved
Q&A
© 2011 MediaMind | A division of DG | All rights reserved
www.mediamind.com
© 2010 MediaMind Technologies Inc. | All rights reserved
+6012 375 5356
@mediamind_chat
@creative_zone