how to achieve higher return/ value on your digital video ads
TRANSCRIPT
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The Speakers
Le Hoai Tram
Tram has a Master’s Degree in Digital Marketing
from the University of Southampton and is currently
working in Decision Lab, taking lead on Effect Lab -
a product measuring the brand impact of digital
video campaigns.
Aske Nickolaj Bach Østergård
Aske has more than ten years’ international
experience in business and market research and built
up Decision Lab’s predecessor, Epinion, from a bold
idea and lead it into a leading and thriving market
research company.
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MEASUR ING AND VAL IDAT ING D IG ITAL AD
CAMPA IGNS S INCE 20 14
MORE THAN 1 B I LL ION IMPRESS IONS
TRACKED EVERY MONTH IN V IETNAM
AWARDED “ BEST AUD IENCE MEASUREMENT
PL ATFORM ” BY DIG IDAY S IGNALS AWARDS IN
20 16
GOOGLE 3PAS CERT IF I ED
TH IRD PART Y FACEBOOK IMPRESS ION AND
CL ICK VAL IDATOR
Helping Marketers to establish a return on their Digital Ad Investments
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Metrics that matter for Digital Video
H O W T O A C H I E V E H I G H E R R E T U R N / V A L U E O N
Y O U R D I G I T A L V I D E O A D S
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$ 2.32BALL MEDIA INVESTMENTS
$ 343M (14.8%)
DIGITAL ONLY
$ ~100M (4.3%)
MOBILE & TABLET ONLY
How big is the media market in Vietnam?
Source: GroupM’s Interaction Report, April 2016, and MMA forum, October 2016
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$88M
$202M
$343M
2014 2015f 2016f
Rapid growth of Digital Ad InvestmentsYear-on-Year development
Source: GroupM’s Interaction Report, April 2016
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…a quick Google
search provided me
with more than 100
metrics
The jungle of Digital Metrics
CPC CTR
CPA
CPM
CPD
CPL
CPCV
MUTE AND UNMUTE (%)
AVERAGE V IE W T IME
PAUSE (%)
VIE WS
AVERAGE INTERACT ION RATE
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Source: Nielsen U.S., 2011
Correlation of Sales Lift and CTRS
AL
ES
UP
LIF
T
C L ICK-THROUGH RATE
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IMPRESSIONS
IN-TARGET DELIVERY RATE
PEOPLE FREQUENCY
PEOPLE REACH
QUARTILES OF VIDEO VIEWED
BRAND LINKAGE
BRAND LIFT
Metrics that matter for Digital Video
1
2
3
4
5
6
7
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Media Efficiency
D O I N G T H E T H I N G R I G H T
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01
Impressions
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02
In-target delivery rate
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33%40%
54%
63%
Female 18-35 Male 18-35
Average campaign
Top performing local publishers
Source: Campaign data from AudienceReport, Decision Lab, 2016
In-target delivery rateIn-target delivery rates by target groups
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Female 18-35 Male 18-35
Average campaign
Top performing local publishers
+58%
+64%
Source: Campaign data from AudienceReport, Decision Lab, 2016
In-target delivery rateGap between average and top
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03
People Frequency
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Tracking point Frequency
Yan 4.7
YouTube Masthead Desktop on May 6 2.3
YouTube Masthead Desktop on May 13 3.3
Admicro Pre-Roll 3.6
YouTube TrueView 1.4
24h 6.6
Kenh14 5.7
Zing 3.6
7.6
Source: Test campaign tracked with
AudienceReport targeting Female 18-35,
May-June 2015
People Frequency
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No. of Publishers Average
Publisher
Frequency
Average
People
Frequency
Under-
estimation
4 5.1 7.2 41%
5 7.5 13.3 77%
12 6.8 11.3 66%
15 6.2 11.6 87%
25 4.6 8.7 89%
72%
Source: 5 latest Digital Video campaigns tracked with AudienceReport
On average, the publisher frequency underestimate the frequency by
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04
People Reach
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Tracking point Reach
Yan 10.3%
YouTube Masthead Desktop on May 6 16.3%
YouTube Masthead Desktop on May 13 16.8%
Admicro Pre-Roll 11.3%
YouTube TrueView 34.4%
24h 7.5%
Kenh14 10.1%
Zing 16.3%
123%
Source: Test campaign tracked with
AudienceReport targeting Female 18-
35, May-June 2015
Publisher reach can be deceptive
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Tracking point Reach Unduplicated
Yan 10.3% 5.2%
YouTube Masthead Desktop on May 6 16.3% 8.1%
YouTube Masthead Desktop on May 13 16.8% 8.1%
Admicro Pre-Roll 11.3% 6.1%
YouTube TrueView 34.4% 16.5%
24h 7.5% 4.3%
Kenh14 10.1% 5.2%
Zing 16.3% 7.7%
61.2%
Source: Test campaign tracked with
AudienceReport targeting Female 18-
35, May-June 2015
Unduplicated reach across-”everything”
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No. of Publishers Duplicated
Reach
People Reach
(Unduplicated)
Overstate
4 8% 7% 13%
5 17% 12% 29%
12 22% 17% 23%
15 34% 20% 41%
25 25% 15% 40%
29%
Source: 5 latest Digital Video campaigns tracked with AudienceReport
On average, duplicated reach overstates the people reach by
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05
Quartiles of video viewed
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FACEBOOK’S DEFINITION
03 seconds
TWITTER’S DEFINITION
50% in-view for 03 seconds
YOUTUBE’S DEFINITION
“Around” 30 seconds
Different platform, different view definition
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If you’re optimizing for views, you will make decisions on content that get people to click on thumbnails to drive up the number.
Do you want somebody to watch just two seconds, or watch for two minutes?
Jamie Byrne,D I R E C T O R O F C O N T E N T S T R A T E G Y A T
Y O U T U B E
“
Source: Digiday.com, August 4, 2015
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Granular conversion funnel from impression to video complete
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Effectiveness
D O I N G T H E R I G H T T H I N G
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06
Brand Linkage
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58%41%
87%
42%59%
13%
Average Worst Case Best Case
Recall other brands
Recall the advertised brand
Source: Effect Lab data, Decision Lab, 2016
How well are brands in Vietnam performing?
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07
Brand Lift
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For new brands, it is common to see a lift in brand awareness.
On the contrary, the impact is stronger on consideration for established brands.
Source: Average lift of two digital campaigns for new brands,
Decision Lab
Source: Average lift of five digital campaigns for established brands,
Decision Lab
Two different Brand Lift patterns arise
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IMPRESSIONS
IN-TARGET DELIVERY RATE
PEOPLE FREQUENCY
PEOPLE REACH
QUARTILES OF VIDEO VIEWED
BRAND LINKAGE
BRAND LIFT
Remember these 7 metrics
1
2
3
4
5
6
7
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Get started measuring metrics that matter
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