1630 omma metrics josh chasin
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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