As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape.
The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
9. IT’S NOT EASY GROWING UP
• Admonishing traditional media as being old and ‘not with it’
• Seeking attention through intrusive and abusive ads
• Asking to be taken seriously
10. IT’S NOT EASY GROWING UP
• Admonishing traditional media as being old and ‘not with it’
• Seeking attention through intrusive and abusive ads
• Asking to be taken seriously
18. ALL DIGITAL GROWTH IS COMING FROM MOBILE
0:00
0:28
0:57
1:26
1:55
2:24
2:52
3:21
3:50
2011 2012 2013 2014 2015 2016 2017
AverageTime Spent per Day with Major Media by US Adults, 2011 - 2017, in hrs:mins
Mobile Desktop/Laptop
20. Source: Retale 2015 & Goldspot Media, 2012
50 - 60%
WHAT PERCENTAGE OF
MOBILE AD CLICKS ARE ACCIDENTAL?
21. EVEN GOOGLE ADMITS THAT NO ONE IS CLICKING ADS
Google’s display benchmarks show CTR benchmarks have fallen
dramatically in the past 18 months
Consistently only 1 in 1,500 ad
impressions generates a click
Source:Google Display Benchmarks
23. “…CLICKING DOES NOT CORRELATE
WELL WITH PURCHASING…”
…EVIDENCETHAT FEW CLICKS LEADTO
ACTUAL PRODUCT PURCHASES…”
“…MOST CLICKS ARE GENERATED BY AVERY
SMALL SUBSET OF BROWSERS.”
Online Advertising Proxies’
Dalessandro, Hook, Perlich & Provost
NYU/Stern School of Business
and m6d research
48. ADJUSTING TO VIEWABILITY IS FOUNDATIONAL
• Allows for metrics based on ads that had ‘opportunity’ to be viewed
• Paves way for cleaner cost and pricing models
• Resets reach numbers, allowing more accurate frequency and audience
measurement
• Hold publishers accountable for inventory quality
51. GETTING STARTED WITH VIEWABILITY
• Find a provider that works with your existing environment
• Negotiate contracts on viewable impression delivery
• Be transparent about KPIs (pubs still think CTR is main goal!)
• Ensure domain visibility from any programmatic partners and/or viewability
vendor
52. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
COMBATING FRAUD
53. $7.2B
FRAUDSTERS HAVE BEEN LOOTING THE INDUSTRY
2016 Estimated
amount of global fraud
Growth of Fraud
amount over 2015
Amount per dollar
lost to fraud
+14% $0.33
68. • Look for IAB or MRC certifications with programmatic partners
• Research 3rd party solutions
• Request inventory transparency, NHT contract provisions
• Zero-Tolerance Policy for badly-behaving partners, esp. programmatic
TREAT IT FOR WHAT IT IS; THEFT
69. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
MEASURING EXPOSURE
70.
71. EXPOSURE DOESN’T NECESSARILY MEAN STORYTELLING
The Effects of ExposureTime on Memory of DisplayAdvertisements
Goldstein, McAfee, Suri |Yahoo, Inc., 2011
78. TOO SOON FOR AGENCIES TO TRANSACT ON EXPOSURE
“I haven’t bought anything on a cost per hour. GroupM doesn’t care about time
on an ad; GroupM cares about whether an ad’s 100 percent in view.”
- Steve Carbone
Chief Digital and Analytics Officer, Mediacom
“We’re not buying that way.We’re buying clicks, impressions, audience.
That’s the criteria we’re looking at when we’re evaluating performance.”
- Barry Lowenthal
President, The Media Kitchen
79. HELP EVALUATE CREATIVE QUALITY
• Ad animation length
• Creative sequencing
• Relationship with CTR
• Different creatives affect exposure times?
80. HELP EVALUATE PUBLISHER QUALITY
• Does exposure influence site traffic?
• Which publishers generate the best exposure time?
• What is my Cost per Hour?
• How much exposure did my campaign generate?
81. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
QUANTIFYING OFFLINE GOALS
91. GETTING STARTED WITH LOCATION-BASED AD MEASUREMENT
• Evaluate vendors for best fit
• Request sample reporting
• Negotiate test campaign
• Ensure usage of a control group to aid analysis
92. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
ATTRIBUTING ONLINE GOALS
101. IAB FOCUSING ON CROSS-CHANNEL AUDIENCES IN 2016
“The ability to recognize audiences across channels and devices
will become key in 2016, replacing programmatic as the top
priority among marketers”
102. “Think of attribution as the peanut butter to analytics' jelly. Yes, each is
great on its own, but for many, they're even better together.”
103. ATTRIBUTION PUTS CHANNEL ANALYTICS IN CONTEXT
• Quantify the full ROI of an ad campaign
• Understanding indirect response and awareness
• Enhance allocations of budgets across channels
105. QUANTIFYING ONLINE CAMPAIGN EFFECTIVENESS
• Am I seeing all of my marketing touchpoints?
• What added value will attribution provide?
• Does my team have the expertise needed to choose and implement
attribution, and to interpret and act on its insights?
• Do I have the right solutions in place to measure effectively?
106. DOES MY VOLUME OF DIGITAL ADVERTISING
INFLUENCE
MY WEBSITE ACTIVITY?
110. Archer Independent Analysis, 2016
DOES DISPLAY DRIVE MORE THAN A CLICK?
DAILY CAMPAIGN IMPRESSIONS VS NON-CAMPAIGN WEBSITE VISITS
111. DOES DISPLAY DRIVE MORE THAN A CLICK?
DAILY CAMPAIGN IMPRESSIONS VS NON-CAMPAIGN WEBSITE VISITS
Archer Independent Analysis, 2016
Probability of
random chance?
<1:10,000