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A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad? Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them. During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising. Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.
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Biddable World 2014View Through Conversions – Not Worth The Paper They Aren’t Printed On?
Digital Advertising EvolutionUnderstanding Where We’ve Come From
Advertising is Everywhere
• Digital marketing sold on the last click
• Last click is now an “old” model, but still predominant
• Attribution difficult & expensive to do properly
• Attribution is very much an all or nothing activity
• Advertisers happy to run PR, Print & TV with an assumed brand uplift
• For Display additional value is not always obvious
Digital Demands Accountability
View Through Conversions
User Sees Ad, But Does Not
Click
User Visits Site Using Another
Channel & Converts
Ad Platform Ties Up
Conversion To Initial
Impression
• Not to be mistaken with click assisted conversions
• VTCs are essentially an uplift metric
• Primarily associated with Display, but Adwords also has impressions assists
• Not visible in Google Analytics or most other analytics packages
• Use of ad tracking software such as Doubleclick/Atlas/MediaMind will show impression assisted conversions across ad channels
View Through Conversions
The VTC Arguments
For• Brand exposure has a
lingering value• Display advertising
creates an intent rather than answering it
• Observable effect from TV and offline campaigns
• Large brands still engage in pure branding advertising
Against• Banner blindness• Digital advertising is so
noisy brand effects must be negligible
• Performance data shows low engagement
• Unseen impressions cannot affect the conversion, but are still counted
Ad Exposure Effects
• Mere exposure effect – repeated exposure to something leads to more favourable reaction
• Study* tested reader reactions to banners in a 5 page article where the ad was outside the focal area
• Findings were an increased ability to identify the brand (perceptual fluency)
• Increased fluency = increased positive evaluation of the ad/brand which can affect subsequent cognitive actions
Exposure Increases Affinity
*An Examination of Different Explanations for the Mere Exposure Effect - Fang, Singh, Ahluwalia, 2007.
Exposure Affects Other Channels
Source: The Silent Click: Building Brands Online
Exposure Affects Other Channels
Source: The Silent Click: Building Brands Online
Exposure Affects Site Engagement
Source: The Silent Click: Building Brands Online
Exposure Affects Site Engagement
Source: The Silent Click: Building Brands Online
• Improved targeting & audience identification
• RTB purchasing enables granular placement of ads
• Google taking steps to ensure ads only paid for if actually seen
• Can already tell whether an ad position is viewed within the browser
• Integrated use of advertising channels further increases effectiveness
Efficiencies Enhance The Effect
Forecasting & Measuring VTCsNeedles & Haystacks
Forecasting VTC Is Impossible
VTC Performance
Creative
Inventory
Immediacy
Budget
Season
Other marketing
• Need some understanding of previous VTC performance
• Uplift is dependent on activity within other channels
• Identifying uplift is difficult, but not impossible
• Extrapolation & correlation
• Correlation is not necessarily causation, but it’s a start
• Uplift could be in different metrics each time
Measuring VTC
• Client running a display campaign between 25th October and 16th December
• PPC is main driver of traffic, so looking at visitor number is self-serving
• Adwords display campaign, contextual targeting, no demographic preference, no managed placements
• Adwords reports 357 VTC delivered during period, 486 last click conversions (uploaded from GA)
Real Example
Real Example
Testing VTCs In Your Ad PlatformTesting The Concept
Simple A/B Ad Testing
Actual Ad
Secondary, Non-Branded Ad
100 Reported VTCs
0 Reported VTCs
Conclusion & TakeawaysThoughts for Future Planning
• VTCs are exactly what TV, Print, Outdoor, PR would like to report
• VTCs aren’t for everyone, but I recommend everyone assesses them
• Effects can be hard to find, harder to quantify
• Positive and negative testing is recommended
In Conclusion
Takeaway Suggestions
Keep an open mind
Don’t knee-jerk react – give the effects time
Test, test, and test again – scientific method as much as possible & don’t stagnate
Look in unexpected places & interrogate the data to find effects
Test your display platform
Takeaway Suggestions
Understand brand engagement value
Separate last click, assisted and VTC
Do not be afraid to reject VTCs or to accept them
Get buy-in from everywhere in your business
Always sanity check cost against value
Recent Fresh Egg Resources
Essential Guide To Social Advertising - http://www.freshegg.co.uk/guide-to-social-media-advertising
Campaign Tagging For Google Analytics - http://www.freshegg.co.uk/campaign-tagging-cheatsheet
Widget - Page Performance Metrics - http://www.freshegg.co.uk/page-performance-metrics
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