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Making Measurement Make Sense

Making Measurement Make Sense. IAB GLOBAL SUMMIT October, 2012. Agenda. Overview of 3MS and observations about global adoption Media measurement standardization MRC’s role in the future of digital measurement presented by George Ivie, CEO and Executive Director, The Media Rating Council

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Making Measurement Make Sense

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  1. Making Measurement Make Sense IAB GLOBAL SUMMIT October, 2012

  2. Agenda • Overview of 3MS and observations about global adoption • Media measurement standardization • MRC’s role in the future of digital measurement presented by George Ivie, CEO and Executive Director, The Media Rating Council • Buy side POV • Q and A with David Cohen, Chief Media Officer, UM

  3. 3MS: Who Is Involved? Supporters: Facilitators: • 50 industry executives served on steering committee and working teams. • Over150 others across the ecosystem participated. www.measurementnow.net

  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.

  5. WhyDid 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

  6. 3MS: The Objectives • Create the right digital currency and metrics • Drive industry consensus around these solutions • Identify ongoing standards-setting body

  7. 3MS Can Change How the Ecosystem Does Business, Globally

  8. Five Pillar Solution Based on Five Principles of Measurement 1 Define impression 2 Establish audience currency Standard classification of ad units 3 FACILITATE CROSS-PLATFORM COMPARISON Brand ad performance metrics 4 5 Brand attitudinal measures

  9. Opportunities Around the World • 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 • The first and only global medium can be bought internationally or on a pan regional basis • Ensures that brand impact measurement does not understate effects • Builds measurement methods and metrics that capture the value of interactivity for brands • Paves the way for improvements in other media measurement as all media go digital

  10. Issues/Challenges for Worldwide Adoption • Solving for iFrames • Adjusting inventory and revenue forecasts • Recasting fundamental supply/demand assessments • Implementing necessary changes to site design • Absorbing costs of the first round of change(publishers) • Calibrating the pace of change for each country and region • Newer or smaller markets may be able to move more quickly • Larger or more mature markets may need more time • Sizing the market and assessing how brand spend moves across media platforms • Markets where the need to be comparable to TV is strong may need to accelerate the pace of change to be competitive • Markets that want to be in global digital brand buys may need to accelerate change • Resourcing the preparatory work

  11. 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

  12. Classification Aims To Reduce Complexity And Facilitate Comparison Of Ad Inventory PRELIMINARY – TO BE TESTED AND PILOTED Display classification criteria Video classification criteria Ad size Ad location User choice Ad length Ad location in content • Video plays automatically • Click to start, not mandatory • Click to start, mandatory • Click to start, user chooses ad • Below content • Above content • To side of content • In content • On top of content • Small • Medium • Large • < or = 15 seconds • 16-30 seconds • 30+ seconds • Post-roll • Pre-roll • Mid-roll 0:00 42:31 Format capability Movement on page # of messages Player size Interactivity • Image • Rich Media • Rich media with video • Static • Expandable • Floating • One or more other messages • No other messages • Small • Medium • Large • Not capable of interactivity • Capable of interactivity (e.g. “Like” on Facebook)

  13. 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

  14. 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

  15. APPENDIX Principles and Solutions #4 and #5

  16. 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 • 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 be defined Range of options and suggested solutions Rationale 3 days and 7 days 1 1 day 90 days 2 1st 2nd Last ad viewed All ads 3rd 3 All ads receive full attribution Each ad receives equal fractional attribution Each ad receives weighted fractional attribution

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

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

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