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Growing Digital Branding Ad DollarsUsing Real-Time Measurement of Media Plan Delivery <br />Gian Fulgoni, Chairman, comSco...
Digital has historically lagged in capturing branding dollars …. <br />But that is changing with display now growing 2X fa...
The Digital Challenge<br />Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital...
Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers  <br />65% ...
Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience <br />Target for this hea...
How Kellogg’s solved the problem…<br /><ul><li>Each ad is tagged by the agency
When an ad is delivered by the ad server to a browser the tag fires and comScore reads the impression in its panel
comScore tracks the total number of impressions on a census basis based on the “real” traffic delivered to a browser
Plan delivery information is provided to Kellogg’s and its agency  on a real-time </li></ul>       basis allowing for on-t...
What has Kellogg’s seen?<br />Let’s take a look at a few of their biggest campaigns from 2011 so far…<br />(Data provided ...
There have been some clear top performances<br />These publishers effectively delivered to our target and efficiently bala...
There are some clear opportunities<br />Conversely, this execution is generating a great deal of reach, but 75% is to some...
Sometimes BIG opportunities<br />And in this case Impressions are virtually being thrown away as the wrong audience is rea...
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Campaign Optimization in Real-Time

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Speaker:

Gian Fulgoni, comScore
EXECUTIVE CHAIRMAN & CO-FOUNDER

Publicada em: Tecnologia, Negócios
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Campaign Optimization in Real-Time

  1. 1. Growing Digital Branding Ad DollarsUsing Real-Time Measurement of Media Plan Delivery <br />Gian Fulgoni, Chairman, comScore, Inc.<br />
  2. 2. Digital has historically lagged in capturing branding dollars …. <br />But that is changing with display now growing 2X faster than search <br />2010 U.S. Measured Media Spend <br />$149 Billion<br />61%<br />$91B<br />Branding<br />2010 U.S. OnlineMedia Spend<br />$26 Billion<br />6% of branding dollars <br />$6B<br />$20B<br />34% of direct response dollars<br />Direct <br />Response<br />39%<br />$58B<br />Source: Brand.net analysis based on Barclays Capital and DMA<br />
  3. 3. The Digital Challenge<br />Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital<br />Accuracy of cookie-based digital plan delivery is problematic:<br /> 30% of computers have their ad server cookies deleted 4+ times per month, causing over-delivery of frequency and under-delivery of reach <br />Cookies don’t accurately identify who is on the computer at any point in time when ads are delivered causing inaccurate demo delivery<br />The same person can access one site from two different computers (e.g. work and home) and be treated by the ad server cookie as two different people<br />
  4. 4. Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers <br />65% of <br />exposures<br />
  5. 5. Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience <br />Target for this health & well being product was females age 35-54<br />40% of exposed consumers outside of planned gender target<br />15-24<br />25-34<br />Only 43% of females exposed to the campaign met the targeted age group<br />35-44<br />45-54<br />Only 25% of all exposed consumers met planned targeting criteria<br />
  6. 6. How Kellogg’s solved the problem…<br /><ul><li>Each ad is tagged by the agency
  7. 7. When an ad is delivered by the ad server to a browser the tag fires and comScore reads the impression in its panel
  8. 8. comScore tracks the total number of impressions on a census basis based on the “real” traffic delivered to a browser
  9. 9. Plan delivery information is provided to Kellogg’s and its agency on a real-time </li></ul> basis allowing for on-the-fly adjustments to plan<br />
  10. 10. What has Kellogg’s seen?<br />Let’s take a look at a few of their biggest campaigns from 2011 so far…<br />(Data provided is at an individual publisher, individual campaign level)<br />
  11. 11. There have been some clear top performances<br />These publishers effectively delivered to our target and efficiently balanced the exposures<br />
  12. 12. There are some clear opportunities<br />Conversely, this execution is generating a great deal of reach, but 75% is to someone other than our target audience<br />
  13. 13. Sometimes BIG opportunities<br />And in this case Impressions are virtually being thrown away as the wrong audience is reached over and over again<br />
  14. 14. Some data lead to important questions<br />Publisher is doing a nice job of finding our Target. <br />Did we ask for Frequency capping with them?<br />
  15. 15. And some data reveal potential<br />Incredible targeting results from a high reach portal …<br />and opportunity to shift $ here to reach more of our target, at an increased frequency<br />
  16. 16. Optimizing in Real Time<br />Get the Data: planning, tagging for panel measurement, QA<br />Analyze the Data: access for the right resources<br />Act on the Data: flexibility in media plans, properly structured contracts<br />Value realized in improved effectiveness& improved efficiency<br />

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