PresentaPresentation comScore vCE Webinar Netherlands: Do your online campaigns have the chance to...

© comScore, Inc. Proprietary. 2

validated Campaign Essentials - Empowering our clients to grow their

business.

© comScore, Inc. Proprietary.

comScore validated Campaign Essentials™

In-Flight Optimization and Validation of Digital Campaigns

Bas Bartholomeus, Client Service Analyst

comScore, Amsterdam ,The Netherlands


Agenda

vCE Methodology: in-target / in-view benchmarks

Demo: Campaign Validation and Optimization

Summary and Q&A


Increasing complexity within the Online Ad Ecosystem leads to lack of

transparency…


…and “Bad Ads”


What is the definition of Ad viewability?


What is the definition of Ad viewability?

Ads Not Viewed Loaded but not scrolled into view

Ad Viewed IAB definition: 50% of the ad in-

view for 1+ second

Advertisement

Advertisement

Advertisement

Ad non-visible

Direct Viewability Measurements report JavaScript-tagged impressions that were at least 50% viewable for 1+ second.

JavaScript-tagged impressions which are served to non-PC devices or via cross-domain iFrames and loaded in WebKit

browsers are not included in Direct Measurements. Pixel-tagged impressions are not measured for viewability

Viewport:

User’s browser setting


In-View: Why 100% isn’t realistic

User leaves page

before 1 second User’s browser isn’t

on full-screen setting

Non-human traffic drives up

impression counts, when a person

never actually saw the ad

46% Average

In-View Rate


Overall average in-view rate is 46%, with variance seen across

product categories, though spanning a smaller range than in-target

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed

above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks.

**Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second.

***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health

and wellness.

% In-View: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q2 2014, U.S.


In-Target: Why 100% isn’t realistic

Not all registration

data is accurate

Demographic data

becomes outdated

Some targeting infers

demography based on

content consumption

More than 60%

of computers are

shared, so

cookies can show

ads to the wrong

person

42% Average

In-Target Rate


Overall average in-target rate is 42%, with variance seen across

product categories

% In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q2 2014, U.S.

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed

above to also include additional Advertiser / Product categories as well as studies run directly by publishers and ad networks.

**Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up.

***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health

and wellness


comScore supports every step of the Digital Value Chain

Market Analysis Delivery Evaluation

Web Traffic Analysis

Target Group

Identification

Web / Video / Mobile

Strategy

Media Planning Evaluation

comScore

Audience Analytics

comScore

AdEffx™

Planning Optimization

Behavioral Targets

Campaign

Reach / Frequency

Campaign Validation

In-Flight Optimization

Targeting Efficiency

Viewability

Brand Safety

Advertising Impact

Brand Lift / Action Lift

In-Flight Monitoring

ROI


Total Campaign Delivery Validation & In-Flight Optimization

Right

Audience In-view Brand Safe

In Geography

Non Human

Have ads been

in-view for more

than 50% and

longer than 1

second?

How do you

ensure your ads

are delivered

where your

product is

available?

Have ads served

to real persons

(i.e. impression

was not triggered

by a

spider/robot)?

Were our ads

served to the right

target audience?

Are you counting

cookies or

reaching people?

Have the ads

been served in

brand safe

environments

(i.e. not on our

blacklisted

sites)?


comScore’s global two million person

panel is used in conjunction with census-

data to validate target audience delivery

=

Census Panel

A single ad tag is appended to every

creative to provide a complete view

of campaign delivery

How comScore validated Campaign Essentials™ works

Audience

• Age

• Gender

• HH Income

• HH Size

• Behavioral Targets

In-View

Geography

Brand Safety

Non-human Traffic


Agenda


Demo: Campaign Validation and Optimization

Summary and Q&A


comScore vCE: Use Case for Campaign Optimization and Validation

Manufacturer of Navigation Devices and Solutions

FRAMEWORK

Branding Campaign: Target Group 25+

Advertiser: Manufacturer of Navigation Devices and Solutions

Volume: 16,3 Million Impressions

Campaign Duration: 7th Nov – 7th Dec 2013

OBJECTIVES

Targeting Efficiency: 50% of Impressions In-Target

Viewability: Surpassing Industry Benchmarks (Technology segment: > 41%)

In-Flight Optimization rather than pure Measurement

vCE Interface Screenshots + Insights





=

Census Panel





Audience

• Age

• Gender

• HH Income

• HH Size


In-View

Geography

Brand Safety

Non-human Traffic


GOAL Achieve 4,8 million validated impressions in the target group 25+

Agency and Publisher work together to meet in-target guarantees

RESULT Agency delivered guaranteed in-target volume for the campaign to the client

Agency and Publisher partner work

together to monitor in-target delivery

Publisher increases impression volume to

reach 4.8 MM in-target

30-Day-Campaign

Day 15:

<2 MM in-Target

Goal

Met


GOAL Deliver 50% in-target impressions to adults 25+

50% In-Target

Goal

Identification of optimization potential for

in-target delivery

Client and Agency work with Trading Desk to improve targeting strategy

RESULT 2 of 3 Publishers met in-target goal, while Trading Desk C reviewed its current

targeting strategy for consideration in future campaigns


GOAL Cap average frequencies to reach 3% of target online population

Client and Agency maximize UVs for their reach-building campaign

RESULT Agency identified inefficient placements in-flight and re-allocated budgets; Client

achieved reach goals

Delivery inefficiencies of high

impression volume Adnet


GOAL Prove campaign’s efficient targeting strategy (Composition Index >100)

Agency aims to validate targeting efficiency

RESULT While 77.2% of the Total Internet Uvs fell within the target group, 90.5% of all

Campaign UVs were in-target, proving the campaign’s high targeting efficiency.

Composition persons 25+ reached in campaign

Composition online population persons 25+


GOAL Deliver at least 30% of all impressions to users that are interested in

Technology, Travel or Automotive sites.

Client tries to minimize waste

RESULT Agency continuously monitored the campaign exposure to Behavioral Targets and

successfully minimized impression waste.





=

Census Panel





Audience

• Age

• Gender

• HH Income

• HH Size


In-View

Geography

Brand Safety

Non-human Traffic


GOAL Reach in-view benchmarks of Technology sector (41 +%)

Client defines industry viewability benchmarks as minimum target

RESULT Continuous campaign monitoring and in-flight optimization enabled the Agency to

deliver viewability rates of 67%, with an overall validated impression rate of 66%.


GOAL Optimize budget allocation based on partners’ viewability performance

Agency validates Publishers’ potential contribution to the campaign

success

RESULT Agency used vCE Impression Scorecard to allocate higher impression volumes to

strong in-view performers

Agency identifies comparatively weak viewability

performance of Trading Desk C


GOAL Identify and invest in creatives with top engagement rates

Agency uses vCE to understand engagement rates across various

creative formats

RESULT Agency was able to replace Creative C with Creative A in many sites on their media

plan, resulting in higher overall engagement for the campaign

A

B

C

Understand individual creative’s engagement rates to

efficiently re-allocate budget

Person hovers over ad

for longer than ½

second.


GOAL Guarantee Brand Safety for newly launched product (GPS-Tool)

Brand and Agency work together to ensure brand safety

RESULT Client maintained the safety of its brand in order to ensure optimal campaign

performance

5% of media

impressions saved

from delivery next

to unsafe content!

Continuous monitoring of delivery within content-categories

Create blocks and

exceptions based on

observations


Agency monitors geographic delivery for client to avoid wasted

impressions outside their local target

GOAL Achieve 99% geographic delivery within target market (Germany)

RESULT Agency and Ad Network adjusted geographic settings to meet in-geo targets and

eventually achieved 99% delivery in the target market

97% In-Geo


Agenda

Current challenges Online Advertising

Use Case: Campaign Validation and Optimization

Evaluation of Advertising Effectiveness

Summary and Q&A


Campaign Validation, Optimization and Impact Measurement

comScore

BSL™ Pulse

Analysing Branding Impact of

campaign

comScore

vCE®

In-Flight Campaign

Optimization and Validation

comScore

Action Lift™

Analysing campaign impact on

Consumer Behaviour


Proving the Impact of Digital Campaigns on Online Behavior

comScore

Action Lift™


Agenda


Live Demo: Campaign Validation and Optimization

Summary and Q&A


www.comscore.com

www.facebook.com/comscoreinc

@comScore

Bas Bartholomeus, Client Service Analyst

comScore, Amsterdam, The Netherlands

+31 20 5195 492 | [email protected] |

Thank You

@comScoreEMEA

www.comscore.com

www.facebook.com/comscoreinc

mailto:[email protected]

PresentaPresentation comScore vCE Webinar Netherlands: Do your online campaigns have the chance to...

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