Presentación Making Measurement Make Sense, Sherrill Mane IAB US en el Innovation Day: Métricas

1. Making Measurement Make Sense
IAB MEXICO
INNOVATION DAY: METRICS
October, 2012
www.measurementnow.net

2. Agenda
 Overview of 3MS
 Buy side observations
 Media measurement standardization
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3. OVERVIEW OF 3MS
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4. 3MS: What Is It?
 A cross-ecosystem collaboration that will
improve planning, buying and measurement
of digital media and facilitate cross-platform
comparison across ALL media...digital and
legacy.
www.measurementnow.net

5. 3MS: Who Is Involved?
Facilitators: Supporters:
 50 industry executives served on steering committee and working
teams.
 Over 150 others across the ecosystem participated.
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6. Why Did We Embark Upon the
Journey?
 Consumers embrace digital media in droves
 Business and transactions lag behind consumers
 Digital media need a consistent, transparent
supply chain
 Digital media need to be part of the cross media
marketing ecosystem
 Business leaders and functional experts need
forums and mechanisms for change management
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7. 3MS: The Objectives
 Create the right digital currency and metrics
 Drive industry consensus around these
solutions
 Identify ongoing standards-setting body
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8. Five Pillar Solution Based on Five Principles
of Measurement
1
Define impression • Shift from a “served” to a “viewable” impression standard
FACILITATE CROSS-PLATFORM COMPARISON
2
Establish audience • Introduce an online Gross Ratings Point (GRP) metric, providing
currency reach and frequency reporting of viewable impressions
3 Standard
• Implement classification system and taxonomy for banner, rich
classification of ad media and streaming video ads
units
4 Brand ad
• Define standard and transparent metrics for view-through
performance reporting and cumulative social activity
metrics
5
Brand attitudinal • Establish standards and vendor accreditation to improve
measures methodology for online brand attitudinal studies
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9. Classification Aims To Reduce Complexity
And Facilitate Comparison Of Ad Inventory
PRELIMINARY – TO BE TESTED AND PILOTED
Display classification criteria Video classification criteria
Ad location in
Ad size Ad location User choice Ad length
content
- Video plays
automatically 0:00 42:31
- Click to start, not
mandatory
- Small - Below content
- Click to start,
- Medium - Above content - < or = 15 seconds - Post-roll
mandatory
- Large - To side of content - 16-30 seconds - Pre-roll
- Click to start, user
- In content chooses ad - 30+ seconds - Mid-roll
- On top of content
Format Movement on
# of messages Player size Interactivity
capability page
- Image - Static - One or more other - Small - Not capable of
- Rich Media - Expandable messages - Medium interactivity
- Rich media with - Floating - No other messages - Large - Capable of interactivity
video (e.g. “Like” on
Facebook)

10. Ad Classification and Taxonomy
Implementation
 Finalize technical specifications
 Create consistent ad tag to carry
information
 Issue new standard insertion order (I/O)
 Develop self-certification program for
publishers
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11. BUY SIDE OBSERVATIONS
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12. Marketer Opportunities & Issues
Opportunities:
 Adoption of viewability and eGRPs
 Brings greater credibility and confidence in digital metrics.
 Enhances cost effectiveness (ROI) of media spend.
 Supports and facilitates comparison across platforms, which helps
to optimize allocations.
 Encourages and allows the use of better creative and inventory for
branding.
Issues:
 Move aggressively on brand impact metrics
 Full adoption of viewability.
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13. Agency Opportunities & Issues
Opportunities:
 Significant agency cost savings via
 reducing discrepancies
 shortening bill pay cycle
 Estimated savings: $50 to 100 million annually in the
USA.
Issues:
 Re-educating and training planners and buyers to
use the new tools.
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14. 3MS Can Change How the
Ecosystem Does Business

15. U.S. IMPLEMENTATION
OF 3MS SOLUTIONS
The MRC, what it is, what it is doing,
and how it can help with measurement
around the world
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16. 3MS: The Future
 MRC is ideally positioned to serve as cross-
ecosystem standards-setting body.
 MRC exists to promote quality measurement.
 MRC’s members represent a wide range of
players from across the ecosystem.
 MRC is extremely well-versed in measurement
standards setting, and has structural components
in place to facilitate this process.
 MRC is aligned with concepts promoted by the
3MS initiative.
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17. 3MS Timeline
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18. 3MS Viewable Impression Pilot Efforts are Shaping
Future Standards to be Issued by the MRC
In progress
currently
Technical verification Publisher-led pilot Agency-led pilots
Develop and test technology Track publisher portfolios Track live campaign
• MRC verifies server/vendor • Ad servers and publishers • Test advertiser campaigns
technology and reporting test functionality and in live environment
capabilities to approve for uncover technical
pilot participation limitations • Further test Viewable
Impression parameters and
• Test Viewable Impression test impact on wider range
parameters and isolate of inventory
factors that influence
viewability • Assess measurement
limitation issues
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19. 3MS Accomplishments
 Ecosystem wide collaboration
 Beginning to institutionalize how
standardization should happen
 Pilot testing of viewable impressions and
education on results in progress
 Currencies, value and metrics need to be
determined by leaders across disciplines
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20. APPENDIX
PRINCIPLES AND
SOLUTIONS #4 AND #5
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21. 3MS Prioritized View-through As The First Standard
Brand Ad Performance Metric
PRELIMINARY – TO BE TESTED AND PILOTED
Goals of 3MS for Brand ad performance metrics
1) Standardize key parameters of this metric (see below)
2) Make this metric more transparent and credible by introducing
accreditation for the reporting of this metric
Parameter to
Range of options and suggested solutions Rationale
be defined
3 days and 7 days • Data indicates that majority of
1 Number of days
view-throughs occur within 7
after ad view that days
visit to brand site is
1 day 90 days • 3 days is analogous to TV’s
counted
C3 rating system
2 1st • All ads contribute to brand
Number of ad
building and a user’s decision
views attributed for 2nd
Last ad viewed All ads to eventually go to brand or
a view-through 3rd
other target site
3 Percent of
Each ad receives •
view-through Attribution standards to be
All ads Each ad
attributed to further tested
different ad views receive full receives equal weighted
attribution fractional fractional
attribution
www.measurementnow.net attribution

22. Standardized Social Metrics Will Be Critical And
Remain Under Development
Goals of social metric standards Preliminary metric solutions
3MS led process to prioritize social
• Establish standards that provide a
metrics based on:
view of total relevant/ valuable
social activity to assess 1)Value and usefulness of metric to
campaign effectiveness advertisers
2)Availability of credible data
• Encourage accreditation of
vendors providing standard
social activity metrics
Priority social metrics for
• Promote innovation,
standards-setting
competition, and improvement
by encouraging vendors to • Volume of high-value social
develop and offer metrics above activity/posts (e.g., reviews,
and beyond that defined in sharings, recommendations, etc)
standard metrics • Volume of exposures to high-value
social activity
• Analysis of positive/negative social
media sentiment

23. Accreditation And Improved Methodologies Will
Boost Confidence In Attitudinal Studies
Accredited attitudinal metrics vendors will Options for improvements should follow in accordance
need to address key requirements with IAB Best Practices
a
• Improve response rates
Improve existing • Improved user-
methodology intercept analysis
• Shift to more accurate and relevant control groups conducted by 3rd party
b
vendors
• Reduce use of statistical weighting adjustments Adopt new survey • Variations of current
formats user-intercept analysis
• Enhance ability to compare metrics with other
media c
Incorporate • Surveys delivered to
demographic and people who have seen
• Pursue accreditation of vendors and sources of cookie data an ad (identified via
data via independent industry body
d cookies)
Switch to panel • Surveys delivered to
based surveys panel members, with
direct tracking of users