“DIGITAL BRANDING ASSESSMENT”BRIDGING AD VISIBILITY WITH OTHER KPIs

DECEMBER 2014: Google releases the results of its ad visibility study:Almost half of ads served never appear on a screen“ ”

THE IDEAMOVE FROM SERVED ADS TO VIEWED ADS

A NEW STANDARD WAS BORNAn impression is considered visible if 50% of its surface isviewable During at least 1 second

ADDING TO IT OTHER QUALITY METRICS

WE RECEIVED A FEW CALLS FROM CLIENTS…

WHAT WE DID:BENCHMARK & AUDIT MARKET SOLUTIONS

KEY LEARNINGS

STILL SOME TECHNICAL ISSUESImpacting formats and Premium buying model with 100% Share of Voice get very poor visibility results. It’s as if a gatefold was less visible than a ¼ page in print.

ONE SIZE DOES NOT FIT ALL

VISIBLE = VIEWED?

HOW TO OPTIMIZE? has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.

ISN’T BIG SUPPOSED TO BE VISIBLE?Viewability performances for HP takeover :Less than 15% viewability on the 300x600

Less than 25% viewability on the 1000x200No registered data for the skin

KEY LEARNINGS

STILL SOME TECHNICAL ISSUES

ONE SIZE DOES NOT FIT ALLShould we consider that because an ad does not meet the viewability norm requirements, it is not seen at all?And most of all, is it not efficient at all?

VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?

WHY SHOULDN’T THOSE ADS BE CONSIDERED VALUABLE…?

30% of the surface isvisible during 25 sec

49% of the surface is visible during 10 sec

100% of the surface isvisible during < 1 sec

KEY LEARNINGS

STILL SOME TECHNICAL ISSUES

ONE SIZE DOES NOT FIT ALLSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.

VISIBLE = VIEWED? Even when they are seen, the amount of time people spend looking at online advertisements varies significantly by format and according to level of clutterSnapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?

An online display ad needs to be visible on a webpage for 14 seconds, on average, in order for a consumer to gaze at it for one full second

HOW TO MAKE SURE MY AD IS SEEN?

Reporting 2

SiteName Placement+Formats VisibilitéVCE VisibilitéOCRATTEINTESURCIBLE

VCEm25-44ATTEINTESURCIBLE

OCRm25-49INGEOVCE NHTVCE

L'EQUIPE HomepageHabillage Pasdevisibilité PasdevisibilitéL'EQUIPE Homepage300x600 16% 20%L'EQUIPE InterstitielMobileL'EQUIPE InterstitielTabletteTOTALEUROSPORT PrerollTabletteEUROSPORT InterstitielMobileTOTALLEFIGARO HomepageHabillage Pasdevisibilité PasdevisibilitéLEFIGARO Homepage1000x260 24% 24%LEFIGARO Homepage300x600 16% 15%TOTAL

TOTAL

ATTEINTE SUR CIBLE VISIBILITE

37%

Nonaudité

57%Pasdevisibilité

85%

44%

75%

Nonaudité99%49%

NonauditéPasdevisibilité 100%

99%19%

50%

KEY LEARNINGS

STILL SOME TECHNICAL ISSUES

ONE SIZE DOES NOT FIT ALLSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.

VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?Final delivery is aggregated data that does not allow real time optimization and granular analysis.

Difficult to assess the performance of a campaign if output is:§ A global report that can be plugged into data & analytics tools

§ Access to a bespoke digital platform

AGREGGATED DATA DOES NOT ALLOW FOR REAL TIME OPTIMIZATION

OUR PHILOSOPHY

A MORE GRANULAR & DYNAMIC APPROACH

Collecting data about the campaign’s results, taking into account initial KPI

DYNAMIC & AD HOC BENCHMARKIdentify most performing placements

& media partners vs your KPIs

DATA DRIVEN PLANNINGReal time optimization & media

activation

FORMATS PLACEMENTSDefine your “norm” and adapt planning accordingly

MEDIA PARTNERS SELECTIONSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.

AUDIENCE INSIGHTS

§ Is it more important to have time spent or surface visible on screen?

§ If both, what is our norm, based on previous campaigns?

§ Bridging formats to KPIs (qualified traffic, time spent, etc…)

§ Create your category viewability norms for a better and more qualitative exposure

WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED

FORMATS PLACEMENTS

MEDIA PARTNERS SELECTIONAdapt planning taking into account quality of the media partners’ inventorySnapchat allows to send ephemeral pictures which disappears after 10 seconds max.

AUDIENCE INSIGHTS

§ Define partner able to better comply with identified norm & KPI

§ The ones serving more brand preference, the ones more adapted to traffic objectives etc…

WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED

HAVAS META QUALITY BAROMETERScoring the quality of media inventory with 5 KPIs

FORMATS PLACEMENTS

MEDIA PARTNERS SELECTIONSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.

AUDIENCE INSIGHTSUse learnings based on audience insights to go further with targeting

§ Identify most responsive audience segments

§ Adapt content and message according to KPIs performance

§ Retarget audiences or create new target audiences based on message

WITH A DIFFERENT METHODOLOGY, MORE OPTIMIZATIONS COULD BE CONSIDERED

IN A NUTSHELL…

GRANULAR DATA

TAILOR MADEACTIONNABLE

Thank you