Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social
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The document discusses metrics and analytics for advertising across video, mobile, and social media. It addresses the fragmentation of media and convergence of consumer behavior across multiple devices. Various data types and metrics are examined for optimizing advertising campaigns and measuring outcomes like reach, resonance, and impact on consumer behavior. The importance of selecting the right metrics for objectives and combining data sources is also covered.
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Advertising Accountability: Metrics and Analytics Around Video, Mobile and Social
- 1. Advertising Accountability: Metrics and Analytics around Video, Mobile and Social George Musi Head of Cross Media Analytics DG-MediaMind ©2013 DG Inc. All rights reserved @dgspoton 1
- 2. © 2013 DG Inc. All rights reserved. Media Fragmentation 2 2
- 3. Consumer Convergence is Here! © 2013 DG Inc. All rights reserved. 3
- 4. The multi-screen consumer---all devices used but in different contexts © 2013 DG Inc. All rights reserved. 4
- 5. Content is being viewed me yti an ace pl ny a ice ev yd an © 2013 DG Inc. All rights reserved. 31/10/13 5
- 6. consumer touchpoint = © 2013 DG Inc. All rights reserved. data point 6 6
- 7. Creating an explosion of data © 2013 DG Inc. All rights reserved. 7 7
- 8. © 2013 DG Inc. All rights reserved. 8
- 9. VOLUME VELOCITY VARIETY VERACITY Value Data at Scale © 2013 DG Inc. All rights reserved. Data in Motion Data in Many Forms Data in Doubt 9
- 10. Exposure Verification Behavioral Demographics Transactional Social Search CRM Emotional Attitudinal Online & Offline Contextual Third-party First-party © 2013 DG Inc. All rights reserved. 10 10
- 11. Map the consumer’s journey to purchase © 2013 DG Inc. All rights reserved. 11 11
- 12. grate inte dge & bri ll nec a © 2013 DG Inc. All rights reserved. data sary es 12 12
- 13. © 2013 DG Inc. All rights reserved. 13
- 14. the right data matters © 2013 DG Inc. All rights reserved. 14
- 15. Understanding data Is the key © 2013 DG Inc. All rights reserved. 15
- 16. each holds a piece to the puzzle © 2013 DG Inc. All rights reserved. 16 16
- 17. Connect with audiences © 2013 DG Inc. All rights reserved. 17
- 18. the right message Delivering to the right audience at the right time in the right place at an effective frequency © 2013 DG Inc. All rights reserved. 18
- 19. Tracking users ©2013 Digital Generation Inc. All rights reserved 19
- 20. © 2013 DG Inc. All rights reserved. 20
- 21. GRP not a thing of the past... © 2013 DG Inc. All rights reserved. 21
- 22. not just shouting messages © 2013 DG Inc. All rights reserved. 22
- 23. © 2013 DG Inc. All rights reserved. to consumers 23
- 24. What is a Metric? © 2013 DG Inc. All rights reserved. 24
- 25. morass © 2013 DG Inc. All rights reserved. of metric s 25
- 26. Drowning in a sea of metrics © 2013 DG Inc. All rights reserved. 26
- 27. keep it © 2013 DG Inc. All rights reserved. 27
- 28. Right Metric for the Right Objective © 2013 DG Inc. All rights reserved. 28
- 29. Goals & Objectives Critical Success Factors KPIs Metrics Measures © 2013 DG Inc. All rights reserved. 29
- 30. © 2013 DG Inc. All rights reserved. 30
- 31. Optimization Reach Resonance Relevance © 2013 DG Inc. All rights reserved. Deliver Impressions To The Right Audience Breakthrough & Communicate Influence Their Opinion Reaction Impact Their Behavior 31
- 32. combining © 2013 DG Inc. All rights reserved. metrics 32
- 33. How do you ©2013 DG Inc. All rights reserved ©2013, Digital Generation, Inc. All rights reserved. carpe data 33 33
- 34. value © 2013 DG Inc. All rights reserved. 34
- 35. © 2013 DG Inc. All rights reserved. 35
- 36. What should happen? VALUE What will happen? Why did it happen? What happened? Prescriptive Analytics Predictive Analytics Diagnostic Analytics Descriptive Analytics DIFFICULTY ©2013, Digital Generation, Inc. All rights reserved. 36
- 37. Advertising Impressions © 2013 DG Inc. All rights reserved. 37
- 38. © 2013 DG Inc. All rights reserved. 38
- 39. © 2013 DG Inc. All rights reserved. 39
- 40. Today's definition of an impression © 2013 DG Inc. All rights reserved. 40
- 41. All impressions are not created equal © 2013 DG Inc. All rights reserved. 41
- 42. Served may not be an impression Seen an impression © 2013 DG Inc. All rights reserved. 42
- 43. waste © 2013 DG Inc. All rights reserved. 43
- 44. Time for © 2013 DG Inc. All rights reserved. 44
- 45. Moving from counting served → seen ads © 2013 DG Inc. All rights reserved. 45
- 46. Viewabl Impression © 2013 DG Inc. All rights reserved. 46
- 47. Viewable Impression definition © 2013 DG Inc. All rights reserved. 47
- 48. Viewable Impression Consistent Metric Apples-to-Apples Analysis Equal Footing Common Currency Net Effect: advertisers have the confidence & security to place more ad dollars with digital media © 2013 DG Inc. All rights reserved. 48
- 49. Attribution © 2013 DG Inc. All rights reserved. 49
- 50. Attribution © 2013 DG Inc. All rights reserved. 50
- 51. What gets measured gets © 2013 DG Inc. All rights reserved. managed 51
- 52. Not everything that can be counted counts, and not everything that counts can be counted. © 2013 DG Inc. All rights reserved. 52
- 53. questions © 2013 DG Inc. All rights reserved. 53
- 54. Thank You www.dgit.com © 2013 DG Inc. All rights reserved. 54
Editor's Notes
- Isn’t Big Data really about All Data?
- An ad impression is counted when it leaves the ad server
- Moved from counting ads that are served to ads the are seenMoving from 'served' to a 'viewable' impressions
- Ad Viewability Improves Accuracy of Effectiveness MeasurementThe topic of digital ad viewability has been a hot one over the past year. With roughly 50 percent of ads never have an opportunity to be seen by a consumer, it's easy to understand why.The industry’s move towards a viewable impression standard is significant for a couple of reasons:It puts digital advertising on a level playing field with TV in that both are now based on the same ‘opportunity-to-see’ standard. These common parameters can certainly help facilitate the flow of dollars toward digital. The use of viewable impressions can dramatically improve effectiveness research. When campaigns are evaluated on a served impression basis, the reported lift metrics are diluted by all of the impressions that were delivered but never seen and therefore had no ability to influence consumer behavior. Evaluating campaigns on a viewable impression basis promises to give viewable ads the credit they actually deserve in driving performance.
- Viewable impressions deliver consistent metrics
- Give credit where credit is due – Attribution is about assigning a value to a marketing action that results in a reaction (i.e. conversions or sale) from you target (i.e. customer).
- Moved from counting ads that are served to ads the are seenAd Viewability Improves Accuracy of Effectiveness MeasurementThe topic of digital ad viewability has been a hot one over the past year. With roughly 50 percent of ads never have an opportunity to be seen by a consumer, it's easy to understand why.The industry’s move towards a viewable impression standard is significant for a couple of reasons:It puts digital advertising on a level playing field with TV in that both are now based on the same ‘opportunity-to-see’ standard. These common parameters can certainly help facilitate the flow of dollars toward digital. The use of viewable impressions can dramatically improve effectiveness research. When campaigns are evaluated on a served impression basis, the reported lift metrics are diluted by all of the impressions that were delivered but never seen and therefore had no ability to influence consumer behavior. Evaluating campaigns on a viewable impression basis promises to give viewable ads the credit they actually deserve in driving performance.