Improving the Effectiveness of Online Advertising
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Transcript of Improving the Effectiveness of Online Advertising
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Roundtable with Improving the Effectiveness of Online Advertising
Heather Dumford, ConAgra Foods
Cynthia Neumann, ConAgra Foods
Tammy Vance, comScore, Inc.
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• Hot in the Industry
• What’s Normal?
• Improving Ad Effectiveness: the ConAgra Case Study
• Roundtable Discussion of Top 5 Burning Questions
• Open Q&A
Agenda
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Hot Topics
In-Target Delivery
Viewability
Non-Human Traffic
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• Even with targeting tools, ads don’t always hit their
intended audience
• High percentage of ads aren’t viewable
• May be paying for ads served to non-human or invalid traffic
Ad validation has been a ‘hot topic’ in the media because…
Ultimately, this adds up to money wasted on advertising that never had the opportunity to have an impact
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Why ad campaigns often fail to hit their target
Demographic data
becomes outdated
Not all registration
data is accurate
More than half of computers are shared, so cookies can show ads to the wrong person
Some targeting infers demography based on content consumption
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Overall average in-target rate for online campaigns is 43%, with variance seen across product categories
*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
% In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S.
CPG campaigns had the lowest observed in-target rate
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Why ad campaigns are not always viewable
User leaves page before 1 second
Non-human traffic drives up impression counts, when a person never actually saw the ad
User’s browser isn’t
on full-screen setting
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% In-View: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 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.
**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.
Overall average in-view rate is 46%, with variance seen across product categories, though less so than in-target
CPG campaigns had the highest viewability, with over 50% of ads non-viewable
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The IAB cites that 36% of online traffic is invalid
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The ConAgra Case Study
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Case Study
ConAgra used vCE to monitor campaign performance against its goals, and this baseline evaluation provided startling insights:
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Case Study
With only 50% of impressions in-view and 25% of impressions hitting the intended demo-target, ConAgra decided to make in-target and in-view delivery a mandate for their campaigns
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ConAgra Foods determines media
buying strategy
Spark Communications
negotiates and monitors campaigns
Publishers optimize delivery
in-flight
ConAgra aligns with agency and publishers
• Display guarantees: 80-100% viewable delivery
• Video guarantees: 90-100% in-target audience
• Executes negotiations
• Works directly with publishers to maintain delivery metrics within guaranteed rates
• Publisher permissioning empowers publishers to ensure delivery quality throughout campaign
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Increased validated and in-target rates greatly improve brand lift
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Increased validated rates greatly improve effectiveness and efficiency
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1. Integrated viewability reporting improves accuracy of performance data
2. Alignment with media sellers is critical to achieving campaign goals
3. Optimizing for viewability and audience delivery significantly improves branding impact for advertisers
3 Big Takeaways
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Top 5 Burning Questions
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What recommendations do you have for audience and viewability guarantee
negotiation?
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How do you optimize your campaign in-flight to achieve your goals?
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What can publishers do to improve the viewability of their advertising inventory?
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Industry benchmarks can help media buyers and sellers set campaign delivery
expectations.
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How do you address fraudulent delivery?
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Beyond improving sub-optimal delivery, what else should I be thinking about?
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1. What recommendations do you have for audience and viewability guarantee negotiation?
2. How do you optimize your campaign in-flight to achieve your goals?
3. What can publishers do to improve the viewability of their advertising inventory?
4. How do you address fraudulent delivery?
5. Beyond improving sub-optimal delivery, what else should I be thinking about?
Top 5 Burning Questions
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
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