1. Making Sense of Measurement: Where Have We Been? Where Are We Going? Josh Chasin; Chief Research Officer; comScore Presented at the OMMA Metrics, July 21, 2011
3. Why Is There So Much Darned Confusion and Complexity Around Internet Measurement? The Internet is the most measurable medium The Internet is the medium with the most measures
4. As the Great Media Planner Albert Einstein said… Everything should be made as simple as possible… but no simpler.
7. Making Measurement Make Sense: the 5 Principles Move to a “viewable impressions” standard and count real exposures online. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. Reach & frequency against a target Because all ad units are not created equal, we must create a transparent classification system. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building. Digital media measurement must become increasingly comparable and integrated with other media.
8. Where We’re Going… Measuring viewability Parsing campaign delivery into target reach and frequency Toward impression quality metrics Continued innovation in branding metrics Breakthroughs in measuring mobile Continued convergence of Web Analytics and Audience Measurement
10. On Campaign-Level Viewability: “Mpirealso conducted a test directly on a top ten ad network, with the goal of proving the power of referrer and fraud data to unlock the hidden value of horizontal networks. The impressions were bought on a CPM-basis, rather than on a CPC or CPA basis. The results were revealing. While a large percentage (50%) of the impressions were never within view of a user, the click/impression fraud volume, while substantial, was significantly lower than on the exchange based buys.” Identifying and Combatting Fraud to Optimize Ad Network Buys; Marissa Gluck, Radar Research, for mpire
12. Many Exposed People are Counted Multiple Times as Distinct Cookies Even at these levels of cookie deletion… in this campaign, 100 different persons would show as 146 Unique Cookies
13. Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers 65% of exposures
14. Not all Digital GRPs are Created Equal Because of cookie deletion, even capping at 6x can be a challenge Frequency Capping Increases Reach and Reduces Frequency Skews 46 MM Impressions Reach = 10.5MM Average Frequency = 4.1 46 MM Impressions Reach = 2.97MM Average Frequency = 14.5
15. By the Way… Cookie sharing on multi-user machines renders cookie targeting by demographics imprecise at best
19. Traditionally, Advertising Metrics Are, Literally, 2-Dimensional Those 2 dimensions are Reach (how many) Frequency (how much) In digital: SO MANY choices SO MUCH fragmentation Different objectives …that we cannot evaluate campaign performance without attempting to assign differential value to impressions
20. The Greatest Challenge in Digital Metrics: The Last Two Feet The last 2 feet Who’s out there? Are they engaged with the content? Did they see your ad? For how long? How did they experience your ad?
21. Media Metrics 3D: The Measuring! Differential scoring of impressions adds the missing dimension to advertising and audience measurement Frequency Impression quality Gross Rating Points Reach Exposure scoring Alas, there is no single metric that immediately lends itself universally to relative scoring of exposure Because different ad campaigns have different communications objectives Is it better to show me an ad or to get me to Facebook Like you?
22. But How Do You Measure Impression Quality? Time spent (duration) with the ad? Emotional connection with the media vehicle content? Emotional connection with the creative? Lack of competitive clutter? Visibility? Change in awareness, attitude, favorability, or purchase intent? Drive to website, search, or store? A clickthrough? Variable based on consumer place in purchase cycle? Variable based on consumer presence in category? 22
23. Impression Quality Metrics: A Call to Action Can we develop a single metric that allows us to compare the quality of impressions across consumers, campaigns, media, and vehicles? I’m guessing no, but we should try... If not, can we develop an array of impression scoring metrics based on the different advertiser objectives at play? And an ecosystem that can accommodate variable impression scoring based on marketing objective?
25. Is There a Disconnect? I want to sell you real time delivery of impressions to cookies I want to get brand messages to an engaged consumer Advertiser (Spendus Digitalis) The Digital Ecosystem (QuantificusAlgorithmus)
26. Branding Contribution Can be Measured… and Different Sites, Campaigns Perform Differently It is possible to evaluate the contribution to branding of different impressions across different publishers in the same campaign
32. Consistent Measurement of Std. Web; Mobile Web, and Apps Consistent Measurement across Operating Systems Integrate Best Data Sources into Unified Methodology Determine Unduplicated Audience across MultiplePlatforms Mobile Measurement Challenges
33. The Digital Measurement Ecosystem Integrate into holistic Internet measurement …and surveys Site-centric measurement is essential Network-centric measurement can become bedrock Panels matter, but concepts must evolve
34. Building Unduplicated Digital Reach Home Work Home + Work Other Mobile Multiple Shared use machines Web Apps Schools Libraries & Other
38. Where We’re Going Viewable impressions Persons reach & frequency Impression quality metrics need to be developed Innovation in branding performance Breakthroughs in mobile measurement Integration of mobile and computer-accessed content Convergence of Web Analytics and Audience Measurement data
Notas del editor
We’ve observed, and have heard anecdotally, that campaigns can have as many as 30% of impressions served but never seen.According to mpire…There are companies in the ad verification space; my prediction is that ad verification is a feature, not a product.
CPG Campaign:75 X 1 = 7514 X 2 = 285 X 3 = 152 X 4 = 84 X 5 = 20100 people would show as 146Top campaign: 21052 X 1 = 5218 X 2 = 369 X 3 = 275 X 4 =2015 X 5 = 75
In TV, the GRP– which is the sum of reach X frequency– works as a measure of tonnage because if you buy 210 points, you aren’t going to deviate too far from a 70 and a 3. But online…
