Beyond Direct Response: How to Measure Success in Programmatic Branding
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Transcript of Beyond Direct Response: How to Measure Success in Programmatic Branding
Presented by:Andrew FeigensonManaging Director, DigitalOctober 2014
BEYOND DIRECT RESPONSE - HOW TO MEASURE SUCCESS IN PROGRAMMATIC BRANDING
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ADVERTISING IS BECOMING MORE AUTOMATED AND MORE ADDRESSABLE
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BRAND ADVERTISERS CONTINUE TO SHIFT DOLLARS INTO PROGRAMMATIC CHANNELS
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DirectTransaction
PROGRAMMATIC CHANNELS ARE FUELING NEW CAPABILITIES AND BUSINESS MODELS
DirectChannels
Programmatic Channels
Buyer
Seller
Consumer
1. Workflow automation from I/O-based to perpetual
2. Audience buying device vs. context
3. Machine optimization machines pull the levers
4. Real-Time (RTB & DAI) inserting ads
at moment of availability
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MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD
BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC (3Rs)
ALGORITHMS EVOLVE ON THEIR OWN (AND THEN REPLICATE VERY QUICKLY)
INDEPENDENT MEASUREMENT BRINGS CONSISTENCY AND CREDIBILITY
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Which audience was reached
Effectiveness of advertising in influencing opinion
Ultimate sales outcome
75%
66%
63%
Somewhat Important Very Important
22%
32%
29%
46%
29%35%
BRAND MARKETERS’ THREE FUNDAMENTAL NEEDS
97%
95%
92%
Q: How important is it to understand each of the following for your integrated multi-screen campaigns?
Source: Nielsen / ANA Cross Platform Survey 2013
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Don't measure effectiveness/ROI
Use one set of metrics across all screens
Use variety of metrics specific to individual screen
0%
79%
21%
14%
16%
70%
Current Preferred
MARKETERS WANT CONSISTENT METRICS ACROSS SCREENS
Q: How are you currently measuring the effectiveness/ROI of your integrated multi-screen campaigns and how would you prefer to measure
the effectiveness/ROI of your integrated multi-screen campaigns?
Source: Nielsen / ANA Cross Platform Survey 2013
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NIELSEN’S THREE RS
REACH RESONANCE REACTION
TV PanelAudio PanelDigital Panel------Digital Ratings Suite
Digital Brand EffectTV Brand EffectCross-Platform Brand Effect
Consumer Packaged GoodsRetailQuick Service RestaurantTravel & Entertainment(+ more)
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FEEDING THE ENTIRE MARKETING PROCESS
PLANNING MEASUREMENT OPTIMIZATIONBUYING
REACH RESONANCE REACTION
IN PROGRAMMATIC ADVERTISING, MEASUREMENT ISN’T JUST A PROOF POINT.
IT IS AN ACTIONABLE ENTITY.
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REACHENSURE YOU’RE REACHING THE RIGHT AUDIENCE
M 25-35 Actually…F 18-25
AD DELIVERED
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REACH:PLAN, BUY & OPTIMIZE USING DIGITAL GRPS
New GRP-based digital video planning and buying tool
CHALLENGE RESULTSSOLUTION
Measured audience GRPs and age/gender metrics, use API to show reporting
in interface
Platform learned from placement level GRPs,
auto-optimizes audience delivery over time
Video advertising platform needed TV comparable metrics
to attract more brand budgets
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REACH: MAXIMIZING X-PLATFORM REACH WITH ONLINE DATA
CAMPAIGN BACKGROUND:Client: Service software company, large TV spend
Original (all TV) 5% Online
84%87% 87% 87%
PLAN with “share shift” (TV/online data fusion)
Original (all TV) 10% Online5% Online 15% Online
84%87% 87% 87%
BUY using Audience Segments- TV Viewing for RTB
LIGHT TV VIEWERS
MEASURE using Cross-Platform Campaign Ratings
UNDUPLICATED REACH89%
TV ONLY71%
BOTH15%
ONLINEONLY3%
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REACH: MAKING MORE EFFECTIVE INVENTORY DECISIONS
Increased overall CPMs by taking
better advantage of inventory and
audience scarcity.
CHALLENGE RESULTSSOLUTION
Publisher was intending to sell inventory more
intelligently, between direct
sold and programmatic.
Publisher ran OCR to get a feeling for tent pole events and premium
audience segments, parceling out inventory accordingly.
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REACH: BRINGING PROGRAMMATIC TO TELEVISION
Programmatic TV program launched – results still TBD.
CHALLENGE RESULTSSOLUTION
Adtech company was aiming to provide cross-
platform planning and buying
Company purchased access to set top box data and then used the Nielsen AMRLD file to calibrate results and
project the un-addressable audience, creating a comprehensive audience
profile
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RESONANCE:USING BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES
Site visitation
Demographics
Click activity
Direct response activity
High Intender
Actually…Low Intent Brand Lift
AD DELIVERED
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RESONANCE:DRIVING & OPTIMIZING TO BRAND LIFT, AT SCALE
Reached brand positive audience
at scale, drove brand lift
CHALLENGE RESULTSSOLUTION
Measured brand lift in real-time, pulled reporting into platform through API for real-time optimization
Pixelled off of positive brand responders to
inform look-alike models
Agency trading desk needed to ensure
campaign was hitting KPI – brand lift.
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RESONANCE:USING BRAND INSIGHTS TO SPOT “DATA NOISE”
Adjusted campaign goals to focus on the more appropriate end
consumer
CHALLENGE RESULTSSOLUTION
Measured brand lift through an expanded panel
that offered age and gender.
Insights revealed that optimization skewed
impressions to men who “clicked” but don’t buy
Ad Platform was running a campaign
for a female oriented product. Found that awareness and recall were high but intent to purchase was low.
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RESONANCE:FINDING THE RIGHT DATA TO DRIVE BRAND LIFT
Drove a high degree of brand
lift for the advertiser.
CHALLENGE RESULTSSOLUTION
Measured brand lift based on a combination of TV
viewing and PRIZM segment.
Identified top performing segment
combos and heavied up, where reach permitted.
Prominent DSP ran a brand campaign with
segments that tied back to both TV
viewing behaviors and PRIZM segments
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RESONANCE:DRIVING BRAND LIFT, ACROSS SCREENS
Built cross platform media
and creative best practices
CHALLENGE RESULTSSOLUTION
Measured online and TV ad memorability and
influence on consumer opinion
Optimized campaign to top performing creatives
and frequencies by channel
Retailer needed to positively influence consumer opinion
across screens.
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REACTION:NO MATTER HOW IT’S BOUGHT, DID THE CAMPAIGN DRIVE THE DESIRED REACTION?
Geographic
Demographics
Brand lift
Audience segmentation
AD DELIVERED
+9%Sales Lift
Exposed to Ad
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RESONANCE:MATCHING WITH CRM TO GUARANTEE ROI LIFT
Advertisers achieved desired ROI results and
publisher opened a new market.
CHALLENGE RESULTSSOLUTION
Publisher executed a match of subscriber data with sales data
Publisher sold media based on guaranteed lift
in sales results.
Large print publishing company strove to
apply digital practices to traditional media
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RESONANCE:USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS
Increased reach through
incremental online gains
CHALLENGE RESULTSSOLUTION
Retailer wanted to increase reach amongst light
store shoppers online
Identify audiences that shopped infrequently at their stores, applied look alike model to reach audience
at scale
PARTING PONDERANCE ON THE FUTURE OF PROGRAMMATIC…
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THE FUTURE OF MEASUREMENT IN A PROGRAMMATIC WORLD NEEDS TO BE…
1. BRAND FOCUSED
1 2 3 4 5 6
2. ACCURATE, STABLE
3. REAL-TIME 5. ACCESSIBLE
6. INDEPENDENT4. GRANULAR
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PARTING THOUGHTS ON PROGRAMMATIC IMPACTS
• Measurement becomes an active part of the programmatic media process
• Organizations and underlying skill set requirements change slowly but drastically
• The role of “research” changes - insights may become more important than ever
• Impressions vs. currency is a misconstrued concept
• All big data models needs to be vetted against a source of truth
• Get smart at questioning data to vet its legitimacy
Q&A