1. © comScore, Inc. Proprietary.
Kerry J Brown, VP, Southeast Asia, comScore, Inc.
@comScoreAPAC
Mark Chamberlain, MD, Indonesia, Millward Brown
@millward_brown

2. © comScore, Inc. Proprietary.
Two components to evaluation
DELIVERY BRAND / SALES EFFECT & ROI

3. © comScore, Inc. Proprietary.
Two components to evaluation
DELIVERY
Describes how well a digital ad campaign is delivered...
• To an actual human being rather than a bot or spider
• In viewable locations, in a brand safe environment, in its
intended geography
• To its intended demographic target
BRAND/SALES EFFECT & ROI
Describes how an ad delivers impact on consumer perceptions in
relation to a brand or actual sales. Are they...
• More aware of or interested in the brand?
• More likely to consider buying?
• Actually purchasing the brand?

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Contributing to a holistic cycle of advertising

5. © comScore, Inc. Proprietary.
VALUE OF A DIGITAL AD
DELIVERY

6. © comScore, Inc. Proprietary.
Value of a digital ad: Delivery
INVALID TRAFFIC
Are ads going to real
people?
VIEWABILITY
Do ads have a
chance to be seen?
AUDIENCES
How well are ads
reaching the
intended
consumers?
HUMAN GRP
How do reach /
frequency metrics
compare?

7. © comScore, Inc. Proprietary.
Invalid Traffic – Bots, Fake Websites, Laundered Domains
21%
of campaigns…
… generate75%
of IVT impressions

8. © comScore, Inc. Proprietary.
Invalid Traffic – Bots, Fake Websites, Laundered Domains
Only the
Lowest 15%
of publishers
have a sizeable IVT issue

9. © comScore, Inc. Proprietary.
Viewability – Display 50% in view for 1 sec / Video 50% in-view for 2 sec

10. © comScore, Inc. Proprietary.
In combination: IVT + Viewability
INVALID TRAFFIC
Are ads going to real
people?
VALIDATION
(VIEWABILITY)
Do ads have a
chance to be seen?
AUDIENCES
How well are ads
reaching the
intended
consumers?
HUMAN GRP
How do reach /
frequency metrics
compare?

11. © comScore, Inc. Proprietary.
In combination: IVT + Viewability
Not filtering
for IVT…
… causes discrepancies in
viewability measures.

12. © comScore, Inc. Proprietary.
Audiences

13. © comScore, Inc. Proprietary.
In combination: Viewability + Audiences
INVALID TRAFFIC
Are ads going to real
people?
VALIDATION
(VIEWABILITY)
Do ads have a
chance to be seen?
AUDIENCES
How well are ads
reaching the
intended
consumers?
HUMAN GRP
How do reach /
frequency metrics
compare?

14. © comScore, Inc. Proprietary.
In combination: Viewability + Audiences

15. © comScore, Inc. Proprietary.
Human GRP
• Ad-server counted impressions delivered against IVT and non-
viewable ads skew measurement and posing problems when trying to
value digital vs. other media.
Why does it
matter?
• Applying the appropriate filters to qualify an impression against actual
people makes ensuing metrics for reach and frequency infinitely more
useful.
• A Human GRP makes digital truly cross-media comparable for
planning and evaluation alongside TV and other media that are based
on ads delivered with the ‘opportunity-to-see’ against human eyeballs.Learnings:

16. © comScore, Inc. Proprietary.
VALUE OF A DIGITAL AD
BRAND/SALES EFFECT
& ROI

17. © comScore, Inc. Proprietary.
Value of a digital ad: Brand/Sales Effect & ROI
BRAND EFFECT
How are attitudes
impacted?
SALES EFFECT
How is behaviour
impacted?

18. © comScore, Inc. Proprietary.
Brand Effect (Mobile)
3.4%
4.8%
6.3%
9.5%
MOBILE DESKTOP
1.4%
1.5%
3.7%
3.4%
Source : Millward Brown MarketNorms (Asia)
Base Size : Desktop (465 campaigns) Mobile (58 campaigns)
ASIA

19. © comScore, Inc. Proprietary.
Brand Effect (Video)
Source : Millward Brown MarketNorms (Global)
Base Size : Online video (163 campaigns) Rich Media (630 campaigns) Simple flash (85 campaigns)
GLOBAL

20. © comScore, Inc. Proprietary.
Brand Effect (Video)
Source : Millward Brown MarketNorms (Global)
Base Size : In-Stream (33-48 campaigns) Not In-Stream (316-450 campaigns)
GLOBAL

21. © comScore, Inc. Proprietary.
Format matters in Indonesia
3.99
4.15
5.41
6.03
4.26
4.26
3.34
3.49
4.08
4.17
77
80
3.07
3.21
Source : Millward Brown LinkNow Digital Norms (Indonesia) Significantly behind digital video
At par with digital display
Significantly ahead of digital display
INDONESIA

22. © comScore, Inc. Proprietary.
Creativity matters more than format
NORM:
38%
NORM:
3.17
MOST ENJOYABLE
(50%)
MOST
PERSUASIVE
(3.41)
LEAST
ENJOYED
(15%)
NORM:
49%
MOST WELL
BRANDED
(61%)
LEAST
BRANDED
(24%)
LEAST
PERSUASIVE
(2.94)
Source : Millward Brown LinkNow Digital Norms (Indonesia)
INDONESIA

23. © comScore, Inc. Proprietary.
3 ads – which one delivers the most ROI?
MOST WELL BRANDED?
MOST ENJOYABLE?
MOST PERSUASIVE?

24. © comScore, Inc. Proprietary.

25. © comScore, Inc. Proprietary.

26. © comScore, Inc. Proprietary.

27. © comScore, Inc. Proprietary.
3 ads – which one delivers the most ROI?
MOST WELL BRANDED?
MOST ENJOYABLE?
MOST PERSUASIVE?

28. © comScore, Inc. Proprietary.
PUTTING IT ALL
TOGETHER

29. © comScore, Inc. Proprietary.
Putting it all together
Viewability + Sales

30. © comScore, Inc. Proprietary.
Putting it all together
Case Study: ConAgra Foods
Even with a higher CPM to include viewability measures, incremental sales per
dollar on advertising increased 39 percent. ROI increased significantly as a result
of employing ad validation.

31. © comScore, Inc. Proprietary.
Real-time integration of both delivery and effect metrics

32. © comScore, Inc. Proprietary.
• Greater digital ad spend is giving rise to issues such as fraud and
viewability.
• Single-point measurement solutions can make data reconciliation
difficult.
• Integrated solutions enable alignment of ad delivery and brand/sales
effect measurement.
• Early adopters are already optimising campaigns to improve delivery,
producing brand/sales effect and ROI gains.
• Publishers are reconfiguring sites to better deliver quality inventory
more likely to be in-view and free of invalid traffic.
Conclusion

33. © comScore, Inc. Proprietary.
Thank You
To download the full report:
www.comscore.com/ValueOfDigitalAd-APAC-MB
Kerry J Brown, VP, Southeast Asia, comScore, Inc.
@comScoreAPAC
Mark Chamberlain, MD, Indonesia, Millward Brown
@millward_brown