Campaign Optimization in Real-Time

Growing Digital Branding Ad DollarsUsing Real-Time Measurement of Media Plan Delivery

Gian Fulgoni, Chairman, comScore, Inc.

2© comScore, Inc. Proprietary.

2010 U.S. Measured Media Spend $149 Billion

Dir

ect

Res

po

nse

Bra

nd

ing

$91B

$58B

2010 U.S. OnlineMedia Spend$26 Billion

$6B

$20B

Digital has historically lagged in capturing branding dollars …. But that is changing with display now growing 2X faster than search

61%

39%

6% of branding dollars

34% of direct response

dollars

Source: Brand.net analysis based on Barclays Capital and DMA


The Digital Challenge

Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital

Accuracy of cookie-based digital plan delivery is problematic:– 30% of computers have their ad server cookies deleted 4+ times per month,

causing over-delivery of frequency and under-delivery of reach – Cookies don’t accurately identify who is on the computer at any point in time

when ads are delivered causing inaccurate demo delivery– The same person can access one site from two different computers (e.g. work

and home) and be treated by the ad server cookie as two different people


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

65% of exposures


Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience

Male40%

% C

om

po

sit

ion

of

Ex

po

se

d A

ud

ien

ce

Female 60%

40% of exposed consumers outside of planned gender target

14.4%

17.3%

25.3%

22.4%

20.6%

55+

Only 43% of females exposed to the campaign met the targeted age group

Only 25% of all exposed consumers met planned targeting criteria

45-54

35-44

25-34

15-24

Target for this health & well being product was females age 35-54


How Kellogg’s solved the problem…

• Each ad is tagged by the agency

• When an ad is delivered by the ad server to a browser the tag fires and comScore

reads the impression in its panel

• comScore tracks the total number of impressions on a census basis based on the

“real” traffic delivered to a browser

• Plan delivery information is provided to Kellogg’s and its agency on a real-time

basis allowing for on-the-fly adjustments to plan


What has Kellogg’s seen?

Let’s take a look at a few of their biggest campaigns from 2011 so far…

(Data provided is at an individual publisher, individual campaign level)


PublisherAverage

FrequencyImpressions% on Target

Unique Viewers% on Target

Publisher A 6 72% 61%

Publisher B 4.6 62% 39%

These publishers effectively delivered to our target and efficiently balanced the exposures

There have been some clear top performances


PublisherAverage





Publisher C

Publisher D 4.6 62% 39%

Publisher E

Publisher G

Conversely, this execution is generating a great deal of reach, but 75% is to someone other than our target audience

There are some clear opportunities


PublisherAverage





Publisher C 15.7 21% 25%


Publisher E

Publisher F

And in this case Impressions are virtually being thrown away as the wrong audience is reached over and over again

Sometimes BIG opportunities


PublisherAverage







Publisher E 14.5 70% 61%

Publisher F

Some data lead to important questions

Publisher is doing a nice job of finding our Target.

Did we ask for Frequency capping with them?


PublisherAverage







Publisher E 14.5 70% 61%

Publisher F 2.9 81% 81%

Incredible targeting results from a high reach portal …and opportunity to shift $ here to reach more of our target, at an increased frequency

And some data reveal potential


Optimizing in Real Time

Get the Data: planning, tagging for panel measurement, QA

Analyze the Data: access for the right resources

Act on the Data: flexibility in media plans, properly structured contracts

Value realized in improved effectiveness & improved efficiency

Campaign Optimization in Real-Time

Technology

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