Further insights from IAB Europe’s Metrics and KPIs survey clarify brand advertisers’ priorities for digital measurement.
The Metrics and KPIs Bulletin reveals that brand advertisers want to know more about the consumers to increase their investment in digital channels.
Brand advertisers cite lifestyle, media consumption behaviours and knowing the consumer's position in the purchase decision process as important to ensure that they deliver relevant advertising at the right time to the consumer.
Brand advertisers list various factors to be important in the area of contact quality, namely viewable impressions, time spent and a brand-safe environment.
Linking Technical SEO to Performance Milestones PDF.pdf
IAB Europe Metrics & KPIs Brand Advertiser Bulletin
1. Brand advertisers cite consumer insight
and viewable advertising as key to
unlocking digital investment
IAB Europe Metrics and KPIs Bulletin
October 2014
2. Brand advertisers seek consumer insight
and viewable advertising
Brand advertisers cite lifestyle, media consumption
behaviours and knowing the consumer’s position in the
purchase decision process as important to ensure that
they deliver relevant advertising at the right time to the
consumer.
KPIs that ensure consumer connections such as likelihood
to recommend and fans/followers are important as well as
traditional KPIs such as purchase intent and advertising
recall
Brand advertisers list various factors to be important in the
area of contact quality, namely viewable impressions, time
spent and a brand-safe environment.
3. Content
• Attracting more brand advertising to digital channels
• The importance of cross media evaluation
• Ensuring digital return on investment via brand advertising KPIs
• The importance of contact quality
• Frequency of reporting
• Key conclusions
• About the IAB Europe Metrics and KPIs Survey
• About IAB Europe’s Brand Advertising Initiative
4. Attracting more brand
advertising to digital channels
For brands to ensure they are delivering relevant
advertising in a digital environment they need to
know more about the consumer’s lifestyle and
media behaviours
5. Consumer insight is key to attracting more brand
advertising investment into digital
Thinking specifically about online audience surveys…
77% of brand advertisers think more
data about what the consumer is
doing online would help attract more
brand advertising into digital channels
(69% of agencies; 59% of publishers)
73% would like to see the provision of
more consumer lifestyle, attitudinal
and behavioural information (69% of
agencies and publishers)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
6. Brand advertisers want to know the consumer’s
position in the purchase decision process
Looking at relevance of advertising in terms of delivering brand
advertising in context...
81% of brand advertisers think knowing the
consumer’s position in the purchase decision process
is important (agencies: 86%; publishers: 76%)
75% feel that more
information about the
importance of websites
visited to the consumer’s
work, personal life and
purchase decisions is
important
(agencies: 78%;
publishers: 66%)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
7. Consumer multi-tasking activities also
particularly important to brand advertisers
Looking at receptivity to advertising in terms of delivering brand
advertising in context...
79% of brand advertisers think the consumer’s multi-tasking activities
are important (agencies: 73%, publishers: 63%)
87% of brand advertisers feel that the consumer’s level of attention is
important (agencies: 84%; publishers: 88%)
59% say the consumer’s mood is important
(agencies: 60%; publishers: 53%)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
8. The importance of cross
media evaluation
The integration of online surveys with other media
currencies is a priority to facilitate planning and trading
across media channels
9. Brand advertisers want to be able to undertake
cross media evaluation
86% of brand advertisers
think integrating data from
online audience surveys
with other media to
provide cross media
evaluation would help
attract more brand
advertising investment to
digital channels
(83% of agencies; 74% of
publishers)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
10. Brand advertisers want online survey definitions/
demographics to be compatible with local
currencies
Survey data integration and compatibility very important to brand
advertisers
84% of brand advertisers feel that the online survey universe
definitions and demographic segments being compatible with other local
currencies would help (agencies: 76%; publishers: 81%)
65% say the online survey universe
definitions and demographic segments
being compatible with European surveys
would help (agencies and publishers:
63%)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
11. The compatibility of online studies with TV is more
important than with other media
97% of brand advertisers
think it’s important for online
studies to become more
compatible with TV (agencies:
94%, publishers: 95%)
58% with print (agencies:
59%, publishers: 59%)
58% with outdoor (agencies:
54%, publishers: 37%)
58% with radio (agencies:
49%, publishers: 40%)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
12. Ensuring digital return on
investment via brand
advertising KPIs
Brand advertisers want to see an agreed set of KPIs
to measure brand campaigns
13. KPIs that ensure consumer connections and
traditional branding KPIs are both important
89% of brand advertisers would
like to see purchase intent as a KPI
(agencies: 88%,
publishers: 84%)
88% individual reaction
with content of ads
(agencies: 85%,
publishers: 72%)
87% advertising recall
(agencies: 81%,
publishers: 82%)
87% likelihood to
recommend
(agencies: 82%,
publishers: 79%)
87% brand awareness
(agencies: 91%,
publishers: 95%)
67% becoming a fan or
follower
(agencies: 60%,
publishers: 50%)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
14. The importance of contact
quality
Brand advertisers list various factors in the area of
contact quality to be important
15. Thinking specifically about online audience
surveys…
Viewable impressions are valued much more by brand
advertisers than agencies and publishers
84% of brand advertisers
think a move towards
measuring viewable rather
than served impressions
would help attract more
brand advertising
investment to digital
channels
(79% of agencies; 65% of
publishers)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
16. What constitutes contact, exposure, impression?
In the area of contact quality time spent and a brand-safe
environment are important to advertisers
73% of brand advertisers cite
measuring the average time spent
on a web page as important in
defining what constitutes
contact/exposure/impression (69%
of agencies; 63% of publishers)
64% cite measurement of the
‘brand safe environment (66% of
agencies; 68% of publishers)
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
% ranking 3 or 4 where 1 is would not help and 4 is would definitely help
17. Frequency of reporting
Frequent updates on key audience data is crucial to
brand advertisers to adjust and optimise their
campaigns
18. Brand advertisers want frequent updates to be
able to adjust and optimise their campaigns
Base: Brand advertisers – 63, Agencies – 189, Publishers – 138
37% of brand
advertisers think
impressions and
reach data for key
audiences should
be updated DAILY
(35% of agencies
and publishers)
29% WEEKLY
(36% of agencies;
29% of publishers)
29% MONTHLY
(23% of agencies;
29% of publishers)
5% QUARTERLY
(5% of agencies; 2%
of publishers)
20. Consumer information key to brand advertisers
• Brand advertisers are seeking more information about the consumers
– including lifestyle, media consumption behaviours and knowing the
consumer’s position in the purchase decision process as important to
ensure that they deliver relevant advertising at the right time to the
consumer.
• To facilitate planning and trading across media channels, brand
advertisers want to see data from online audience surveys integrated
with other media surveys, with TV integration being more important
than other media
• Brand advertisers want to see an agreed set of key performance
indicators to measure their return on digital investment
21. They also value close connections with the
consumer
• KPIs that ensure consumer connections such as likelihood to
recommend and fans/followers are important as well as traditional
KPIs such as brand awareness, advertising recall and purchase
intent
• To drive digital investment brand advertisers list various factors in the
area of contact quality to be important, namely viewable impressions,
time spent and a brand-safe environment
• Brand advertisers want frequent updates on their key audience to be
able to adjust and optimise their campaigns, information about the
consumer is key to brands
23. About the IAB Europe Metrics and KPIs Survey
The IAB Europe Metrics and KPIs survey was a Europe-wide
online survey of over 700 major stakeholders undertaken
throughout March and April 2014. The survey was conducted
to understand the measurement priorities of the European
digital business community of Publishers, Agencies, Brand
Advertisers, Ad Networks and Measurement/ Data Suppliers
The online survey gathered the opinion on a range of
measurements including Contact Quality, Audience metrics,
Metrics by platform, Cross media evaluation, Qualitative
measures, User engagement and Effectiveness measures/ROI
A series of qualitative interviews with senior executives in
the UK, Germany, France, Norway and with European remits
25. About IAB Europe’s Brand Advertising Initiative
• The mission of IAB Europe’s Brand Advertising Committee is to
drive brand investment into digital by providing Brand Advertisers
with a reliable and trusted Brand Advertising Framework for the
converging digital and traditional media environment.
• This Framework is a set of initiatives which includes the
establishment of recommendations for Ad Formats, Metrics and
KPIs across Europe and which are compatible with other initiatives
around the globe. The Brand Advertising Committee is a multi-stakeholder
group with global, regional and local input.
• The Metrics and KPIs stream aims to establish what measurements
would help drive more long-term brand advertising investment in
digital media by better understanding the needs and thoughts of all
key stakeholders in the European industry. A measurement
blueprint for the rich and varied European digital ecosystem will be
published.
26. About IAB Europe’s Brand Advertising Initiative
• IAB Europe has already released a statement on
Brand Advertising Metrics including Viewable Impressions and
has identified the top priorities for digital measurement and the
next step is to publish a Blueprint on Measurement of Online
Audience and Ad Effectiveness Metrics and KPIs in early 2015 further
to a Joint Industry Committee3 outreach programme to discuss the
research findings and move the needle on online metrics across
Europe. The IAB Europe Viewable Impressions Task Force will be
publishing a White Paper and holding a Webinar on this topic in
November 2014.
• IAB Europe’s Brand Advertising Committee has also defined a suite
of six recommended brand advertising formats – ‘Brand Builders
’ - which offers a new branding environment to advertisers and next
steps on formats will focus on mobile in-page advertising formats and
in-stream formats.
27. Contact
Alison Fennah, IAB Europe – fennah@iabeurope.eu
Marie-Clare Puffett, IAB Europe – puffett@iabeurope.eu
Connect with us:
@IABEurope
IAB Europe
www.iabeurope.eu
Notas del editor
Stage 1: gain some first insights in what the key issues might be
Stage 2: and I would like to thank all those who have taken time out to complete the questionnaire
Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels?
More data about what the respondent is using online, why and how
Provision of more respondent lifestyle, attitudinal and behavioural information
Q6a: Delivering brand advertising in context: how important are the following for RELEVANCE? Please rate the following on a scale of 1-4, where 1 is not important and 4 is very important
Knowing the respondent’s position in the purchase decision process
More information about the importance of websites visited to the respondent’s work, personal life and purchase decisions
Q6b: Delivering brand advertising in context: how important are the following for RECEPTIVITY TO ADVERTISING? Please rate the following on a scale of 1-4, where 1 is not important and 4 is very important.
Respondent’s mood state (e.g. excited, relaxed, stressed, unhappy, etc.)
Respondent’s level of attention
Respondent’s multi-tasking activities
Q1 : Thinking in very broad terms, what in your opinion would help attract more brand advertising investment to digital channels?
The option to integrate data from online audience surveys with other media surveys to provide cross media evaluation
Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels?
Ensuring that online survey universe definitions and demographic segments (such as age, income, etc.) are compatible with those used in other media surveys within your market
Ensuring that online survey universe definitions and demographic segments (such as age, income, etc.) are compatible with those used in online media surveys across Europe
Q3: If online audience or effectiveness studies were designed to become more compatible with other studies, how important are the following multi-platform combinations?
Print and Online
TV and Online
Outdoor and Online
Radio and Online
- Brand advertisers are also more keen for outdoor and online to becomes more compatible
Q7: Thinking in terms of brand advertising objectives (rather than sales), which key performance indicators would you like to see?
Purchase intent
Advertising recall
Likelihood to recommend
Individuals’ interaction with content or ads (like / sharing / commenting / creating social buzz)
Becoming a fan or follower
- Uplift in direct site visits is particularly important to brand advertisers
Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels?
A move towards measuring viewable rather than served impressions
Q5. How important are the following criteria to help define what constitutes a ‘contact’ / ‘exposure’ / ’impression’?
Measuring the average time spent on a web page
A measurement of the ‘brand-safe environment’
Q4a - Ideally how frequently should impressions and reach data for KEY AUDIENCES be updated?
Q4b: Ideally how frequently should all other information be updated?
Daily
Weekly
Monthly
Quarterly
Twice a year
Once a year (annually)
Any other frequency (please specify)
- Overall, daily reporting wins the day across all stakeholders when it comes to how frequently impressions and reach data for key audiences should be updated
- Weekly reporting is a more popular choice amongst agencies when compared to other stakeholders