Clickz _Value of Digital Ad_comScore&MB_2016

© comScore, Inc. Proprietary.

Kerry J Brown, VP, Southeast Asia, comScore, Inc.

@comScoreAPAC

Mark Chamberlain, MD, Indonesia, Millward Brown

@millward_brown


Two components to evaluation

DELIVERY BRAND / SALES EFFECT & ROI


Two components to evaluation

DELIVERY

Describes how well a digital ad campaign is delivered...

• To an actual human being rather than a bot or spider

• In viewable locations, in a brand safe environment, in its

intended geography

• To its intended demographic target

BRAND/SALES EFFECT & ROI

Describes how an ad delivers impact on consumer perceptions in

relation to a brand or actual sales. Are they...

• More aware of or interested in the brand?

• More likely to consider buying?

• Actually purchasing the brand?


Contributing to a holistic cycle of advertising


VALUE OF A DIGITAL AD

DELIVERY


Value of a digital ad: Delivery

INVALID TRAFFIC

Are ads going to real

people?

VIEWABILITY

Do ads have a

chance to be seen?

AUDIENCES

How well are ads

reaching the

intended

consumers?

HUMAN GRP

How do reach /

frequency metrics

compare?


Invalid Traffic – Bots, Fake Websites, Laundered Domains

21% of campaigns…

… generate75% of IVT impressions


Invalid Traffic – Bots, Fake Websites, Laundered Domains

Only the

Lowest 15%

of publishers have a sizeable IVT issue


Viewability – Display 50% in view for 1 sec / Video 50% in-view for 2 sec


In combination: IVT + Viewability

INVALID TRAFFIC


people?

VALIDATION

(VIEWABILITY)

Do ads have a

chance to be seen?

AUDIENCES

How well are ads

reaching the

intended

consumers?

HUMAN GRP

How do reach /

frequency metrics

compare?


In combination: IVT + Viewability

Not filtering

for IVT… … causes discrepancies in

viewability measures.


Audiences


In combination: Viewability + Audiences

INVALID TRAFFIC


people?

VALIDATION

(VIEWABILITY)

Do ads have a

chance to be seen?

AUDIENCES

How well are ads

reaching the

intended

consumers?

HUMAN GRP

How do reach /

frequency metrics

compare?


In combination: Viewability + Audiences


Human GRP

• Ad-server counted impressions delivered against IVT and non-

viewable ads skew measurement and posing problems when trying to

value digital vs. other media.

Why does it

matter?

• Applying the appropriate filters to qualify an impression against actual

people makes ensuing metrics for reach and frequency infinitely more

useful.

• A Human GRP makes digital truly cross-media comparable for

planning and evaluation alongside TV and other media that are based

on ads delivered with the ‘opportunity-to-see’ against human eyeballs. Learnings:


VALUE OF A DIGITAL AD

BRAND/SALES EFFECT

& ROI


Value of a digital ad: Brand/Sales Effect & ROI

BRAND EFFECT

How are attitudes

impacted?

SALES EFFECT

How is behaviour

impacted?


Brand Effect (Mobile)

3.4%

4.8%

6.3%

9.5%

MOBILE DESKTOP

1.4%

1.5%

3.7%

3.4%

Source : Millward Brown MarketNorms (Asia)

Base Size : Desktop (465 campaigns) Mobile (58 campaigns)

ASIA


Brand Effect (Video)

Source : Millward Brown MarketNorms (Global)

Base Size : Online video (163 campaigns) Rich Media (630 campaigns) Simple flash (85 campaigns)

GLOBAL


Brand Effect (Video)

Source : Millward Brown MarketNorms (Global)

Base Size : In-Stream (33-48 campaigns) Not In-Stream (316-450 campaigns)

GLOBAL


Format matters in Indonesia

3.99

4.15

5.41

6.03

4.26

4.26

3.34

3.49

4.08

4.17

77

80

3.07

3.21

Source : Millward Brown LinkNow Digital Norms (Indonesia) Significantly behind digital video

At par with digital display

Significantly ahead of digital display

INDONESIA


Creativity matters more than format

NORM:

38%

NORM:

3.17

MOST ENJOYABLE

(50%)

MOST

PERSUASIVE

(3.41)

LEAST ENJOYED

(15%)

NORM:

49%

MOST WELL

BRANDED

(61%)

LEAST BRANDED

(24%)

LEAST PERSUASIVE

(2.94)

Source : Millward Brown LinkNow Digital Norms (Indonesia)

INDONESIA


3 ads – which one delivers the most ROI?

MOST WELL BRANDED?

MOST ENJOYABLE?

MOST PERSUASIVE?


PUTTING IT ALL

TOGETHER


Putting it all together

Viewability + Sales


Putting it all together

Case Study: ConAgra Foods

Even with a higher CPM to include viewability measures, incremental sales per

dollar on advertising increased 39 percent. ROI increased significantly as a result

of employing ad validation.


Real-time integration of both delivery and effect metrics


• Greater digital ad spend is giving rise to issues such as fraud and

viewability.

• Single-point measurement solutions can make data reconciliation

difficult.

• Integrated solutions enable alignment of ad delivery and brand/sales

effect measurement.

• Early adopters are already optimising campaigns to improve delivery,

producing brand/sales effect and ROI gains.

• Publishers are reconfiguring sites to better deliver quality inventory

more likely to be in-view and free of invalid traffic.

Conclusion


Thank You

To download the full report:

www.comscore.com/ValueOfDigitalAd-APAC-MB

Kerry J Brown, VP, Southeast Asia, comScore, Inc.

@comScoreAPAC

Mark Chamberlain, MD, Indonesia, Millward Brown

@millward_brown

http://www.comscore.com/ValueOfDigitalAd-APAC-MB






Clickz _Value of Digital Ad_comScore&MB_2016

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