Three Gaps In Your Ad Data: You Don't Know What You Don't Know

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  • Three Gaps In Your Ad Data: You Dont Know What You Dont Know
    A look at how panel-based measurement can complete your advertising analysis
    March 2011
  • Todays presenters
    Damian Roskill, Managing Director, Marketing at Compete
    Kyle Johnson, Director, Media Products at Compete
  • Webinar logistics
    Todays webinar will be recorded. You will be emailed a link.
    Please enter your questions in the Questions box. We will answer as many as possible at the end.
    If you have technical difficulties, try loggingback in or use a different browser
    The Twitter hashtag for todays webinar is #CompeteMP
  • Introduction to Compete
    Founded in 2000, joined WPP/Kantar in 2008
    Passionate about understanding consumers to inspire great marketing
    Fastest-growing operating company within Kantar in terms of revenue and new customer growth
    World-class advertiser, agency and media clients
    Strategic partnerships to enable marketing optimization and provide holistic view of consumers
    Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP
  • Agenda
    Webinar (20-25 min)
    How to get a more accurate picture of basic media measures like reach
    How to get a true advertising ROI by measuring across multiple sites.
    How to track outside your reached audience to decrease wasted advertising spend
    Q&A (10-15 min)
  • Half the money I spend on advertising is wasted; the trouble is I don't know which half.
    John Wanamaker, US department store merchant (1838 - 1922)
  • I was so wasted, I dont know where I placed half my advertising last night.
    Media buying intern, lower Manhattan (1989- )
  • The media optimization challenge:
    Your systems give you a continuous view of your ads and advertising outcomes.
    But can you see everything that you need to see?
  • Cookies Do Crumble
  • What tool do you trust to measure your campaigns reach?
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  • SALT LAKE CITY, Adobe Omniture Summit 2011 March 9, 2011Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has received Media Rating Council (MRC) accreditation for a new report within Adobe SiteCatalyst, powered by Omniture. The following Adobe SiteCatalyst metrics are now accredited: Page Views, Visits, Daily Unique Cookies and Time Spent on Site. These metrics measure digital audience size and engagement.
  • SALT LAKE CITY, Adobe Omniture Summit 2011 March 9, 2011Adobe Systems Incorporated (Nasdaq:ADBE) today announced that it has received Media Rating Council (MRC) accreditation for a new report within Adobe SiteCatalyst, powered by Omniture. The following Adobe SiteCatalyst metrics are now accredited: Page Views, Visits, Daily Unique Cookies and Time Spent on Site. These metrics measure digital audience size and engagement.
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    panel
  • panel
  • panel
  • Lets recap what we learned
    Your site and campaign analytics systems are great
    Cookies arent people, and cookies break
    The unbroken view provided by a panel gives a better read on metrics that measure people like reach and frequency
  • Tunnel vision
  • Do you measure your campaigns impact on market share?
  • Artist:PeikwenCheng
  • Advertisers Share of Visitors
    (Advertisers share of competitor-set (in-market) site visitors exposed vs. control, campaign + 4 weeks)
    +11%pt**
  • 3rd Party Research Activity
    (Rate of visits to product-related research content versus control, weeks since first exposure to ad
    +.1%pt**
    +.2%pt**
    +.2%pt**
    +.3%pt**
  • Lets recap what we learned
    You still love your campaign analytics system
    You will not see the macro view in your tunnel
    A panel-based view provides vital awareness of out-of-funnel outcomes and market context
  • Lurking leanings
  • Whats the one metric that best measures an campaigns effectiveness?
  • From a recent RFP:
    For the past several years, has been challenged by how to measure the sales impact of their online media campaigns. Through the use of , we're able to measure the e-commerce sales associated with banners--both the sales that resulted from a click (click-through) and the sales that resulted from people who merely viewed our banners (view-through). The view-through sales far exceed the click-through sales, which is not surprising when one considers the volume of impressions we deliver, and the low click-trough rates associated with display campaigns. However, this also leads to a fair degree of skepticism.
    How many of those purchasers who merely viewed a banner made that purchase because they saw that banner?
  • From a recent RFP:
    For the past several years, has been challenged by how to measure the sales impact of their online media campaigns. Through the use of , we're able to measure the e-commerce sales associated with banners--both the sales that resulted from a click (click-through) and the sales that resulted from people who merely viewed our banners (view-through). The view-through sales far exceed the click-through sales, which is not surprising when one considers the volume of impressions we deliver, and the low click-trough rates associated with display campaigns. However, this also leads to a fair degree of skepticism.
    How many of those purchasers who merely viewed a banner made that purchase because they saw that banner?
  • Conversion Rate by weeks following exposure
    Rate of conversion and lift versus control, weeks since first exposure to ad
    +0.24%pt**
    +0.32%pt**
    +0.34%pt**
    +0.35%pt**
  • Lets recap what we learned
    Local campaign and conversion analytics:
    Your local analytics wont tell you what certain consumers would have done without your prompting
    A panel-based view lets you see how much of your campaign yield was truly incremental gain
  • We learned how panel-based analytics
    Give a more accurate picture of basic media measures like reach
    Give a more complete account of advertising outcomes
    Enables you to see which ad dollars you didnt really have to spend
  • Thank you
    Damian Roskill
    Managing Director, Marketing
    617-933-5670
    droskill@compete.com
    www.compete.com
    Kyle Johnson
    Director , Media Products
    617-933-5670
    kjohnson@compete.com
    www.compete.com
  • Questions?