tackling technology: viewability, tracking & attribution - dprs nashville, 11/16/15
TRANSCRIPT
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© 2015 Mediasmith Inc.
Making technology work: Applying tech to deliver value
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Align tech to objec:ves
Reach the right audience
Report & op:mize
Buy beDer inventory
Campaign Objec<ves Sample tools
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Determining value
Evaluate cost of addi:onal technology against:
Accuracy of output
Ability to influence results
Impact on campaign KPIs
cost of technology < gain in results
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Measuring impact: viewability Ad-‐server data may suffice for repor:ng & op:miza:on
0%
10%
20%
30%
40%
50%
60%
70% % Impressions in-‐view by day
Desktop display campaign served through programma:c plaUorm
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Measuring impact: bot traffic
% fraud Fraud tax
No op:miza:on 10% $0.20 CPM
Post-‐opt 2% $0.04 CPM
Savings 8% $0.16 CPM
*Ac:ve op:miza:on by collec:ng site and supply vendor through DSP macros
0%
5%
10%
15%
20%
% bot ac:vity In-‐house programma<c campaign with $2 eCPM
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Measuring impact: audience targe:ng
116%
183%
49%
10%
48%
118%
5%
52%
109%
11%
40% 60%
15%
98% 92%
142%
34%
6%
37%
90%
42%
83%
3% 34%
56%
3%
79%
0%
50%
100%
150%
200%
QC QC High A B B High C D E F G H H High I J
Nielsen DAR comScore vCE
Third-‐party data providers can increase media cost by 50% or more for a $2 eCPM Only some data providers increase audience lid sufficient to offset cost
Average lid over control group in targe:ng 6 demographic segments
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Key Takeaways
Ensure efficiency improvements outweigh incremental costs
Test mul:ple providers
Evaluate need for best-‐of-‐breed vs. lowest cost