Cross Platform Currency

Transcription

1 IAB GLOBAL SUMMIT 2015 IAB GLOBAL September SUMMIT 30 October New York, New York Town Hall: 2016: September Media 30 October Measurement 1 and a New York, New York Cross Platform Currency Presentations: Karim Attia, Board Member and Chairman of the Brand Advertising Committee, IAB Europe Ron Pinelli, Jr., Vice President, Digital Research and Standards, Media Rating Council, Inc. Moderator: Sherrill Mane, Senior Vice President Research, Analytics, and Measurement, IAB

2 Discussion Guide l Snapshot of European and US Markets Karim Attia and Sherrill Mane l Measurement Standardization: Viewability and Beyond Ron Pinelli l Lessons Learned to Date The US Case Sherrill Mane l Group Discussion: Viewability and Measurement Around the World Karim Attia

3 IAB Global Summit Media Measurement and a Cross-platform Currency IAB Europe state of play Karim Attia, Chairman of IAB Europe Brand Advertising Committee

4 IAB Europe Brand Advertising Framework IAB Europe s Brand Advertising Committee s mission is to drive brand investment into digital by providing Brand Advertisers with a reliable and trusted Brand Advertising Framework for the converging digital and traditional media environment. Aims to address: Insufficient brand spend online Fragmentation of mobile ad formats Video inventory limited Measurement debate A set of brand advertising initiatives Ad Formats Metrics & KPIs Quality & Audience Segments PC & Tablet In- Page Brand Builders Mobile Brand Builders The Brand Advertising Framework: Viewable Impressions White Paper Measurement Blueprint Quality agenda Viewable Impressions Guidelines Brand Safety Non-human Impressions

5 European collaboration Mobile Ad Formats Metrics and KPIs Quality and Audiences Video

6 Measurement in Europe: advertiser priorities Agreed core set of effectiveness KPIs, e.g. brand awareness / purchase intent Better understanding of how online channels can work in combination with other media for branding campaigns Integrate data from online audience surveys with other media surveys to provide cross media evaluation Standardised post campaign verification of achieved reach and frequency as originally planned Industry wide accepted online measurement currency for planning and trading

7 Measurement in Europe: our recommendations Online audience measurement should integrate with and enhance other established metrics, such as net reach, frequency and GRP levels Audience metrics should be combined whenever feasible with data identifying the impact on achieved brand KPIs, such as awareness, brand affinity, and purchase intent Results should primarily be compatible with other domestic media currencies, and secondly with online audience surveys across markets For example, target definitions should be compatible by demographic and/or lifestyle segments and have consistent survey universe definitions (and weighting) across media channels Exposure measurement should take into account the viewability of display or video ads to deliver realistic opportunity to see (OTS) outcomes

8 Scope of work as agreed by the Metrics and KPIs work group Exposure / Currency Quality Effect Awareness Affinity Intent GRP Viewability Attitudes Reach & Frequency Clutter Loyalty Platform Behavior Engagement Conversion Measurement Standards Range of Data Organizational Principles Quality Control

9 IAB Europe Quality initiative To the right people in the right environment The right message in the right way

10 IAB Europe Quality initiative Reach intended target groups Viewability of ad impressions Brand safety (piracy, fraud) Non-human-traffic (malware, malvertising) Delivery Media Environment Relevance of content Placing and proportion of content Topicality of content in relation to advertising Level of professionalism of content User loyalty Credibility of content Ad positioning e.g. above or below the fold The campaign and creative itself it also a decisive factor in the success of a campaign Campaign / creativity Media Product Interactivity Cross-media compatibility Flexibility for expansion Size

11 Viewable Impressions in Europe: Industry perspectives Advertisers: 84% of brand advertisers want to see a move towards viewable impressions Publishers: Welcomed as a way of providing brand advertisers with the measures they need to validate their digital investment Agencies: More focus is required to harmonise efforts and implement solutions not only in Europe, but across the world

12 Viewable impressions in Europe: state of play Formally agreed standard or recommendation for display advertising: Austria, France, Germany, Netherlands, Norway, Poland, Switzerland, UK

13 Viewable impressions in Europe: state of play Formally agreed standard or recommendation for video advertising: France, Poland (recommendation only), UK (not yet formalised)

14 Viewable impressions in Europe: state of play Formally agreed auditing process: UK

15 IAB Europe next steps on Viewable Impressions Provide an update on the status across Europe Continue to discuss the requirements with buy-side and sell-side stakeholders both local and pan-european. Working on a European framework for viewable impressions certification which will tackle the potential problem of different market requirements across Europe.

16 European Viewable Impressions certification framework Pan-European Viewable Impressions Framework Recommended elements Set of recommended core audit principles Recommended audit process features Execution of the recommendation Auditors endorsed to audit against the IAB Europe recommendations and receive IAB Europe endorsement logo Local markets commit to recognising IAB Europe endorsed auditing processes Certified vendors receive IAB Europe certification logo

17 IAB Europe Measurement Organisations Forum Cross-industry discussions in order to facilitate the development of standards and common best practices across Europe's borders. Enable efficiency levels to improve, which in turn can facilitate markets of many sizes to successfully adopt innovation and best practices. Comprises all TV and digital measurement organisations that exist in local European markets

18 Contact Karim Attia, Chairman of IAB Europe Brand Advertising Committee Alison Fennah, Executive Business Advisor, IAB Europe Connect with IAB Europe

19 US Market Snapshot l Slowly, viewability issues being resolved Oversight by MRC Marketplace factors l Overall, volume of deals (in impressions and/or dollars) with viewability guarantees still relatively low l Multiple rates and hybrid guarantees may be the new normal l Viewability being closely monitored by buy side even when guarantees not in play

20 MEASUREMENT STANDARDIZATION: VIEWABILITY AND BEYOND Ron Pinelli Media Rating Council IAB Global Summit 2016 New York, NY September 30, 2015

21 MRC s Mission Statement To secure for the media industry and related users audience measurement services that are valid, reliable and effective We do this by: Setting Standards Conducting Audits to Verify Compliance with Standards.

22 Key Goals of 3MS 1. Make the foundational metrics for digital measurement more directly comparable to those used in other media (Desktop Viewability Guidelines issued June 30, 2014) 2. Once accomplished, establish ways to more effectively measure digital advertising s contributions to brand building, both alone and in combination with advertising in other media. Foundation of #1 must be in place to properly do #2.

23 MRC Digital Measurement Path Prior to June 2014 Today Goal Prepared for Cross-Media Currency Based on Served Impressions Currency Increasingly Based on Viewable Impressions, with Improving Filtration for Invalid Traffic Currency Based on Viewable, Human-Valid Impressions, In-target for Audience Characteristics

24 MRC Worked to Reduce Marketplace Friction Ongoing use of the MRC accreditation process to promote adoption of best practices in viewability measurement processes o Measured rates have improved significantly MRC has completed 3 phases of vendor reconciliation work designed to isolate all material causes of discrepancies Led to updated Version 2.0 of Guidelines, issued by MRC on August 18, 2015

25 Forthcoming MRC/3MS Projects Anticipated Timing Detection and Removal of Invalid Digital Traffic from Measurements o Final Release expected late Sept/early Oct. 2015; integrating with TAG efforts Mobile Viewability Guidelines o Interim Guidance Issued May 4, 2015 o In-Process Expected Timing: Public Comment Q4 2015/Q Audience Based Currency (Digital and Cross Media) o In-process Expected Timing: Public Comment Q1 2016; Interim Guidance sooner Engagement Metrics for Marketers Expected to Initiate in 2016 Digital Ad Effectiveness Research Improvement As vendors step forward for auditing

26 Thank You! Discussion, Q&A Ron Pinelli: (212)

27 US Market Snapshot l Market awaits full vendor implementation of new MRC guidelines l To complete viewability implementation, need T+C s addendum and billing workflow and systems l Desire to build more momentum behind the rest of 3MS as well as mobile measurement

28 Lessons Learned: The US Case l Currency change is really hard l It takes much more than a village Empirical investigation data, data, data Building consensus at all levels Ad tech expertise at every step of the journey Deal makers across the ecosystem Absent the deal makers, currency change devolves into posturing and negotiating l Expect the unexpected: markets operate freely no matter how well you plan and execute against plan

29 IAB GLOBAL SUMMIT 2015 IAB GLOBAL September SUMMIT 30 October New York, New York Town Hall: 2016: September Media 30 October Measurement 1 and a New York, New York Cross Platform Currency Presentations: Karim Attia, Board Member and Chairman of the Brand Advertising Committee, IAB Europe Ron Pinelli, Jr., Vice President, Digital Research and Standards, Media Rating Council, Inc. Moderator: Sherrill Mane, Senior Vice President Research, Analytics, and Measurement, IAB