Making Sense of Measurement:Where Have We Been? Where Are We Going?

Josh Chasin; Chief Research Officer; comScorePresented at the OMMA Metrics, July 21, 2011

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@jchasin

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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

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As the Great Media Planner Albert Einstein said…

Everything should be made

as simple as possible… but no

simpler.

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The Digital Ecosystem…

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…the Network TV EcosystemA

dve

rtis

er

Ag

ency

Net

wo

rk

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Making Measurement Make Sense: the 5 Principles

1. Move to a “viewable impressions” standard and count real exposures online.

2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

Reach & frequency against a target

3. Because all ad units are not created equal, we must create a transparent classification system.

4. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building.

5. Digital media measurement must become increasingly comparable and integrated with other media.

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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

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Measuring Viewability

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On Campaign-Level Viewability:

“Mpire also 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

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Parsing Campaign Delivery into Target Reach and Frequency

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Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers

65% of exposures

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Not all Digital GRPs are Created Equal

Frequency Capping Increases Reach and Reduces Frequency Skews

1 2 3 4 5 6 7 8 9 10+0%

10%

20%

30%

40%

30%

15%

8%6%

4% 4% 3% 2% 2%

26%

Distribution of Exposed PeopleUncapped Frequency

Exposures Per Person

46 MM ImpressionsReach = 10.5MM Average Frequency = 4.1

46 MM ImpressionsReach = 2.97MMAverage Frequency = 14.5

1 2 3 4 5 60%

10%

20%

30%

40%

50%

60%

23%

13%7% 5% 4%

48%

Distribution of Exposed PeopleFrequency Cap of 6

Exposures per Person

Because of cookie deletion, even capping

at 6x can be a challenge

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By the Way…

Cookie sharing on multi-user machines renders cookie targeting by demographics imprecise at best

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Toward Impression Quality Metrics

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What is an Impression Worth?

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This is an Impression.

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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

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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?

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Media Metrics 3D: The Measuring!

Reach

Frequency

Impre

ssion quality

Gross Rating Points

Exposure scoring

Differential scoring of impressions adds the missing dimension to advertising and audience measurement

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?

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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

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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?

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Continued Innovation in Branding Metrics

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Is There a Disconnect?

Advertiser(Spendus Digitalis)

I want to get brand messages to an

engaged consumer

The Digital Ecosystem(Quantificus Algorithmus)

I want to sell you real time delivery of impressions to

cookies

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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

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Breakthroughs in Measuring Mobile

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Consumers Follow Publisher Content Across Screens Throughout the Day

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Mobile Measurement Challenges

Device Technology

Fragmentation

Mobile Web and

Application Technologies

User / Publisher / Network

Data Sources

User Platform

Fragmentation

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Mobile Measurement Challenges

Methodology

Challenges

Technical

Measurement

ChallengesDevice

Technology Fragmentatio

n

Mobile Web and

Application Technologies

User / Publisher / Network

Data Sources

User Platform

Fragmentation

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Device Technology

Fragmentation

Mobile Web and

Application Technologies

User / Publisher / Network

Data Sources

User Platform

Fragmentation

Determine Unduplicated

Audience across Multiple Platforms

Consistent Measurement of Std. Web; Mobile Web, and Apps

Integrate Best Data Sources into

Unified Methodology

Consistent Measurement

across Operating Systems

Mobile Measurement Challenges

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The Digital Measurement EcosystemNetwork Logs

Site Tags

Application Tags

Household Panels

User Panels

Site-centric measurement is essential

Network-centric measurement can become bedrock

Panels matter, but concepts must evolve

…and surveys

Integrate into holistic Internet measurement

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Building Unduplicated Digital Reach

Web

Home + Work

Mobile Other

Apps Schools

Libraries & Other

Multiple Shared

use machines

Home Work

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Continued Convergence of Web Analytics and Audience Measurement

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Hold On… You’re Both Right!

Site centric!

Panel centric!

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To Sum Up

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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