Campaign Optimization in Real-Time
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This document discusses how digital branding advertisers are beginning to allocate more of their ad dollars to display advertising as measurement improves. It notes that while branding dollars in digital currently only account for 6% of total branding budgets, this percentage is growing. The challenges of measuring digital ad campaigns using cookie-based methods are outlined, including cookie deletion, inability to identify unique users, and skewed delivery resulting in wasted impressions. The document then discusses how Kellogg's worked with comScore to tag their ads for real-time measurement, allowing them to analyze campaign performance at the publisher and adjust media plans on the fly to improve targeting and efficiency.
Campaign Optimization in Real-Time
- 1. Growing Digital Branding Ad DollarsUsing Real-Time Measurement of Media Plan Delivery Gian Fulgoni, Chairman, comScore, Inc.
- 2. Digital has historically lagged in capturing branding dollars …. But that is changing with display now growing 2X faster than search 2010 U.S. Measured Media Spend $149 Billion61%$91BBranding2010 U.S. OnlineMedia Spend$26 Billion6% of branding dollars $6B$20B34% of direct response dollarsDirect Response39%$58BSource: Brand.net analysis based on Barclays Capital and DMA
- 3. The Digital ChallengeBranding advertisers on TV are accustomed to audience guarantees and expect the same in digitalAccuracy of cookie-based digital plan delivery is problematic: 30% of computers have their ad server cookies deleted 4+ times per month, causing over-delivery of frequency and under-delivery of reach Cookies don’t accurately identify who is on the computer at any point in time when ads are delivered causing inaccurate demo deliveryThe same person can access one site from two different computers (e.g. work and home) and be treated by the ad server cookie as two different people
- 4. Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers 65% of exposures
- 5. Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience Target for this health & well being product was females age 35-5440% of exposed consumers outside of planned gender target15-2425-34Only 43% of females exposed to the campaign met the targeted age group35-4445-54Only 25% of all exposed consumers met planned targeting criteria
- 6. How Kellogg’s solved the problem…Each ad is tagged by the agency
- 7. When an ad is delivered by the ad server to a browser the tag fires and comScore reads the impression in its panel
- 8. comScore tracks the total number of impressions on a census basis based on the “real” traffic delivered to a browser
- 9. Plan delivery information is provided to Kellogg’s and its agency on a real-time basis allowing for on-the-fly adjustments to plan
- 10. What has Kellogg’s seen?Let’s take a look at a few of their biggest campaigns from 2011 so far…(Data provided is at an individual publisher, individual campaign level)
- 11. There have been some clear top performancesThese publishers effectively delivered to our target and efficiently balanced the exposures
- 12. There are some clear opportunitiesConversely, this execution is generating a great deal of reach, but 75% is to someone other than our target audience
- 13. Sometimes BIG opportunitiesAnd in this case Impressions are virtually being thrown away as the wrong audience is reached over and over again
- 14. Some data lead to important questionsPublisher is doing a nice job of finding our Target. Did we ask for Frequency capping with them?
- 15. And some data reveal potentialIncredible targeting results from a high reach portal …and opportunity to shift $ here to reach more of our target, at an increased frequency
- 16. Optimizing in Real TimeGet the Data: planning, tagging for panel measurement, QAAnalyze the Data: access for the right resourcesAct on the Data: flexibility in media plans, properly structured contractsValue realized in improved effectiveness& improved efficiency
Editor's Notes
- #9: For Frequency – Green is between 3-7, Yellow is below 3 and Red is above 7For % on Target – Green is above 60, Yellos is 30-60 and Red is below 30
- #12: Individual publisher vs. overlapping audiences between publishers. Impact of audience overlap.
- #14: Before the campaign begins; need to share media plans with comScore, tag and QA placements, with comScore verify tagging after launch.Media planners view reach and frequency numbers by publisher. Analysts to look for deeper insights. Publisher/network access can lead to network-level optimization.Add reach and frequency metrics into the contract goals. Terms that allow proper flexibility to adjust plan. Define what level of data access partners can have.