© comScore, Inc. Proprietary.
Jacques Tchenio – VP Sales France
TRAFIC INVALIDE
Vous faites-vous biaiser ?
© comScore, Inc. Proprietary. 2
 La visibilité
 Vues par un humain
 Un environnement qui protège
ma marque
 La bonne g...
© comScore, Inc. Proprietary.
Qu’est-ce qu’une impression valide ?
A-t-elle été vue,
par un humain,
par mon audience cible...
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4
TRAFIC INVALIDE
(TRAFIC NON-HUMAIN, FRAUDE, BOTS ETC.)
© comScore, Inc. Proprietary. 5
Bots traditionnels
Adware & Browser Hijacks
Domain Laundering
Click farms
Le NHT ? C’est q...
© comScore, Inc. Proprietary. 6
L’IAB reconnaît que 36% du trafic en ligne est invalide*
* Source : Vivek Shah, IAB, Févri...
© comScore, Inc. Proprietary. 7
64%
90%
27%
10%9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sites Non Premium Sites Prem...
© comScore, Inc. Proprietary. 8
Le NHT, quel qu’il soit, contamine tous vos
résultats
Si une impression publicitaire est
s...
© comScore, Inc. Proprietary. 9
Comment le NHT contamine votre visibilité ?
Une visibilité de 74% est bien séduisante, n’e...
© comScore, Inc. Proprietary.
Il existe des écarts entre les différents prestataires de
mesure…
© comScore, Inc. Proprietary.
Pourquoi existe-t-il des écarts dans les résultats de
visibilité ?
Quelle méthodologie utili...
© comScore, Inc. Proprietary. 12
Les résultats de visibilité réalisés par ABC – Nov 2014
Est-ce que le produit a été perfo...
© comScore, Inc. Proprietary. 13
Pourquoi le NHT est important dans la mesure
d’Audience
Si un bot se fait passer pour
vot...
© comScore, Inc. Proprietary. 14
Examinons l’exemple d’une campagne ciblant les Femmes et mesurée avec une
autre solution ...
© comScore, Inc. Proprietary.
Ce qu’il faut retenir
 Une impression validée c’est…
 Le NHT biaise tout – c’est pourquoi ...
© comScore, Inc. Proprietary. 18
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[HUBFORUM] COMSCORE - PASSER DE LA PUBLICITÉ À L’ENGAGEMENT

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SESSION #1 | L’EXPÉRIENCE CLIENT : LE FUTUR DU MARKETING ?
Le mobile est devenu le 1er écran de nos vies. Tablettes, smart glass, smart watch,… le nombre de points de contacts, leurs formats, spécificités explosent. Ce qui fait la différence entre les entreprises leaders et les autres, repose désormais sur la qualité et la cohérence omnicanale de l’expérience client. Mix de design, d’ergonomie, d’utilité, d’interaction et de pertinence, la CX est l’élément clef de différenciation et de préférence face aux nombreuses offres de vos concurrents.
#parcoursclient #mobile #omnicanal #personnalisation #ergonomie #retail #engagement

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  • You probably already know that ad fraud and non-human traffic (NHT) are real issues. If an ad isn’t reaching a real person, that’s a real problem.

    But what you might not know is that nht undermines the integrity of every other performance and effectiveness metric. If you aren’t taking NHT out of your measurement, your kpis are infected and your results are probably wrong.

    What we want you to know
    There are countless approaches to NHT removal that aim to help, but not all Solutions are equal. Sometimes what’s designed to help can actually hurt. The bottom line: measuring metrics in silos – as many solutions do – Is inherently flawed. Aside from making your life more complicated, it can wreak havoc on all aspects of your effectiveness – and that matters.
  • When everything else is equal, discrepancies can still occur and invalid traffic is the biggest reason.
  • Surprisingly, not all validation measurement vendors remove the same level of NHT, which causes discrepancies, confusion and incorrect conclusions by advertisers, agencies and publishers alike.

    WHY YOU SHOULD CARE
    When in-view impressions are mixed with non-human impressions, it’s not only impossible for advertisers to get a true sense of viewability for their campaigns, it’s impossible for publishers to identify problems that may put their reputations at risk. Because different measurement approaches can produce wildly different results, it is critical to make sure viewability measurement is thoroughly removing NHT.
  • Finally, let’s talk about Non-Human Traffic. Several numbers have circulated about the average amount of invalid traffic online – some citing numbers that are outrageously high. NHT online can vary from month to month, but the IAB has stated that about 36% of online traffic is invalid – a definite cause for concern, as this traffic can interfere with your numbers, meaning even your in-view or in-target numbers may be off when there is NHT present.

    These three areas – in-target delivery, viewability and NHT – are definitely challenges that all advertisers today have to face. We are fortunate to have Heather and Cindy from ConAgra here to share with us how they worked with their agency and publisher partners to overcome these challenges and achieve some really impressive results for their campaigns.

    Heather and Cindy, I’ll turn it over to you.
  • Surprisingly, not all validation measurement vendors remove the same level of NHT, which causes discrepancies, confusion and incorrect conclusions by advertisers, agencies and publishers alike.

    WHY YOU SHOULD CARE
    When in-view impressions are mixed with non-human impressions, it’s not only impossible for advertisers to get a true sense of viewability for their campaigns, it’s impossible for publishers to identify problems that may put their reputations at risk. Because different measurement approaches can produce wildly different results, it is critical to make sure viewability measurement is thoroughly removing NHT.
  • Consider the example below of two viewability measurement providers, one of which applies robust NHT filters (Measurement Provider A) and one of which does not (Measurement Provider B).

    With clean, unduplicated measurement, you know that only 57% of ads had the opportunity to be seen. However, viewability differs and NHT is accounted for at varying levels, even among accredited vendors. Some vendors only remove a little NHT, and others may not remove NHT at all. If the vendor does not provide clean, unduplicated viewability and NHT measurement, the data is going to be infected and the results will be wrong.
  • You’d probably be surprised to know that not all audience delivery measurement removes NHT from its reporting, meaning your GRPs may be infected.

    If a bot dresses up as your target demographic, should it be counted as in-target? Of course not! In TV measurement, you would never allow a bot to count. Digital should not be any different.

    WHY YOU SHOULD CARE
    When in-target impressions are mixed with non-human impressions, it is impossible to get a true sense of the campaign’s reach, frequency and GRPs. Making matters worse, these metrics often feed into effectiveness, ROI and Market Mix Model calculations, where bad inputs equate to bad outputs.
  • HOW NHT CONTAMINATES YOUR TARGET AUDIENCES
    NHT can infect demographic reporting, which means you may be acting off of audience data that is inaccurate and misleading. Sometimes NHT infects audiences through obfuscating browser data, while other times it is included in the modelling techniques used by some vendors. Removing NHT from audience measurement is critical, but not everyone does it right.

    Consider the below example of a campaign trying to reach Human Females. You’d expect your Human Female In-Target audience result to be 25% (5/20), right?

    With clean, unduplicated measurement, it is easy to see that 5 of the 20 impressions, or 25%, are delivered in-target. However, if you used a solution that didn’t remove NHT from your audience data, your in-target number would be much higher – and much less accurate.
  • When everything else is equal, discrepancies can still occur and invalid traffic is the biggest reason.
  • We thought a 2 million person panel was a quite large data set to process……and then along came census in March 2009
  • [HUBFORUM] COMSCORE - PASSER DE LA PUBLICITÉ À L’ENGAGEMENT

    1. 1. © comScore, Inc. Proprietary. Jacques Tchenio – VP Sales France TRAFIC INVALIDE Vous faites-vous biaiser ?
    2. 2. © comScore, Inc. Proprietary. 2  La visibilité  Vues par un humain  Un environnement qui protège ma marque  La bonne géographie  Vues par l’audience ciblée Qu’est-il important de vérifier ? Utiles séparément – véritable SOLUTION seulement lorsqu’ils sont combinés
    3. 3. © comScore, Inc. Proprietary. Qu’est-ce qu’une impression valide ? A-t-elle été vue, par un humain, par mon audience cible, dans la bonne géographie, dans un environnement qui protège ma marque?
    4. 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 4 TRAFIC INVALIDE (TRAFIC NON-HUMAIN, FRAUDE, BOTS ETC.)
    5. 5. © comScore, Inc. Proprietary. 5 Bots traditionnels Adware & Browser Hijacks Domain Laundering Click farms Le NHT ? C’est quoi ?
    6. 6. © comScore, Inc. Proprietary. 6 L’IAB reconnaît que 36% du trafic en ligne est invalide* * Source : Vivek Shah, IAB, Février 2014, for Global Web Traffic ** Source : Petit Web, Septembre 2015 Le ménage des inventaires douteux doit être fait
    7. 7. © comScore, Inc. Proprietary. 7 64% 90% 27% 10%9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sites Non Premium Sites Premium >25% 5-25% <5% Le taux de NHT varie d’un type de site à un autre % NHT Source : comScore Custom Analysis, 2015
    8. 8. © comScore, Inc. Proprietary. 8 Le NHT, quel qu’il soit, contamine tous vos résultats Si une impression publicitaire est servie à un bot, doit-elle être comptabilisée comme visible? Les solutions de mesures de visibilité doivent estimer et éliminer le Trafic Invalide le plus sophistiqué AVANT que les taux de visibilité soient calculés. Ne pas le faire biaisera complétement les résultats de performance des campagnes.
    9. 9. © comScore, Inc. Proprietary. 9 Comment le NHT contamine votre visibilité ? Une visibilité de 74% est bien séduisante, n’est-ce pas ? Mais ce n’est qu’une illusion… COMPARONS la visibilité mesurée :
    10. 10. © comScore, Inc. Proprietary. Il existe des écarts entre les différents prestataires de mesure…
    11. 11. © comScore, Inc. Proprietary. Pourquoi existe-t-il des écarts dans les résultats de visibilité ? Quelle méthodologie utilisée ? Qu’est-ce qui est réellement mesuré ? • Le NHT sophistiqué est-il détecté et filtré avant l’estimation des résultats ? • Lorsqu’il y a plusieurs fenêtres d’ouvertes ? • Quand la publicité est hors du champ de vision ? • L’Impression stacking est-il détecté ?
    12. 12. © comScore, Inc. Proprietary. 12 Les résultats de visibilité réalisés par ABC – Nov 2014 Est-ce que le produit a été performant lors des scénarios suivant ? Browser and OS Product 1. Ad is in view but served within multiple cross- domain IFRAMEs 2. Browser window is moved off viewport 3. Page is scrolled away from ad 4. Browser is resized so that less than 50% of ad is visible 5. Page carrying ad is opened in a hidden page 6. Page carrying ad is opened in a hidden tab 7. Page carrying ad loses focus Firefox Windows comScore Yes Yes Yes Yes Yes Yes Yes DoubleVerify Yes No Yes Yes No Yes Yes Integral Yes No Yes Yes No Yes No Moat Yes Yes Yes Yes Yes Yes Yes Chrome Windows comScore Yes Yes Yes Not tested¹ Yes Not tested¹ Yes DoubleVerify See note2 No Yes No Yes Integral Yes No Yes No No Moat Yes Yes Yes Yes Yes IE8 Windows comScore Yes Yes Yes Yes Yes Yes Yes DoubleVerify Yes No Yes Yes No No Yes Integral Yes No Yes Yes No Yes No Moat Yes Yes Yes Yes Yes Yes Yes IE11 Windows comScore Yes Yes Yes Yes Yes Yes Yes DoubleVerify Yes No Yes Yes No No Yes Integral Yes No Yes Yes No Yes No Moat Yes Yes Yes Yes Yes Yes Yes Safari MacOS comScore See note3 Not tested¹ Yes Yes Not tested¹ Not tested¹ Not tested¹ DoubleVerify See note2 Yes Yes Integral Yes Yes Yes Moat Yes Yes Yes Source: ABC http://www.abc.org.uk/Documents/Viewability/ABC_ViewabilityReport_Nov14_FINAL2.pdf 1. “Not tested” shows where a particular test, in a particular browser, was not possible due to technical limitations in the testing and should not be considered a technical limitation of the product being tested. 2. DoubleVerify advises that for impressions served via cross-domain IFRAMEs in Chrome and Safari, DoubleVerify uses statistical placement-level modelling to estimate viewability. For this test, for these browsers, DoubleVerify provided reporting at the aggregate level only, and the results were within tolerance of the expected level. 3. comScore advises that for impressions served via cross-domain IFRAMEs in Safari, comScore uses placement-level projection techniques to estimate viewability for this browser in the Audience module of validated Campaign Essentials™.
    13. 13. © comScore, Inc. Proprietary. 13 Pourquoi le NHT est important dans la mesure d’Audience Si un bot se fait passer pour votre cible démographique, l’impression doit-elle être comptabilisée comme sur cible ?
    14. 14. © comScore, Inc. Proprietary. 14 Examinons l’exemple d’une campagne ciblant les Femmes et mesurée avec une autre solution que comScore Sur 20 impressions délivrées : Comment le NHT contamine vos audiences 5 Femmes Humaines atteintes 8 Femmes Non-humaines atteintes 5 Hommes Humains atteints 2 Hommes Non-humains atteints Vous vous attendez à ce que votre audience cible de femmes humaines soit de 65% En réalité, elle n’est que de 25%
    15. 15. © comScore, Inc. Proprietary. Ce qu’il faut retenir  Une impression validée c’est…  Le NHT biaise tout – c’est pourquoi il faut utiliser le système de FILTRAGE le plus avancé qu’il soit  Cela ne sert à rien de payer pour des solutions incomplètes – cela pourrait même aggraver le problème  Il est important de connaître les capacités et les limites de votre prestataire de solution de mesure  Optimisez pendant vos campagnes pour obtenir des inventaires de meilleure qualité
    16. 16. © comScore, Inc. Proprietary. 18 www.comscore.com/HUBFORUM

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