campaign optimization in real-time
DESCRIPTION
Speaker: Gian Fulgoni, comScore EXECUTIVE CHAIRMAN & CO-FOUNDERTRANSCRIPT
Growing Digital Branding Ad DollarsUsing Real-Time Measurement of Media Plan Delivery
Gian Fulgoni, Chairman, comScore, Inc.
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2010 U.S. Measured Media Spend $149 Billion
Dir
ect
Res
po
nse
Bra
nd
ing
$91B
$58B
2010 U.S. OnlineMedia Spend$26 Billion
$6B
$20B
Digital has historically lagged in capturing branding dollars …. But that is changing with display now growing 2X faster than search
61%
39%
6% of branding dollars
34% of direct response
dollars
Source: Brand.net analysis based on Barclays Capital and DMA
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The Digital Challenge
Branding advertisers on TV are accustomed to audience guarantees and expect the same in digital
Accuracy 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 delivery– The 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
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Not All GRPs Are Created Equal:Skewed Ad Server Delivery Results in Wasted GRP’s on Overly Saturated Consumers
65% of exposures
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Cookie-based demo targeting limits a campaign’s ability to selectively reach a targeted audience
Male40%
% C
om
po
sit
ion
of
Ex
po
se
d A
ud
ien
ce
Female 60%
40% of exposed consumers outside of planned gender target
14.4%
17.3%
25.3%
22.4%
20.6%
55+
Only 43% of females exposed to the campaign met the targeted age group
Only 25% of all exposed consumers met planned targeting criteria
45-54
35-44
25-34
15-24
Target for this health & well being product was females age 35-54
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How Kellogg’s solved the problem…
• Each ad is tagged by the agency
• When an ad is delivered by the ad server to a browser the tag fires and comScore
reads the impression in its panel
• comScore tracks the total number of impressions on a census basis based on the
“real” traffic delivered to a browser
• Plan delivery information is provided to Kellogg’s and its agency on a real-time
basis allowing for on-the-fly adjustments to plan
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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)
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PublisherAverage
FrequencyImpressions% on Target
Unique Viewers% on Target
Publisher A 6 72% 61%
Publisher B 4.6 62% 39%
These publishers effectively delivered to our target and efficiently balanced the exposures
There have been some clear top performances
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PublisherAverage
FrequencyImpressions% on Target
Unique Viewers% on Target
Publisher A 6 72% 61%
Publisher B 2.5 26% 28%
Publisher C
Publisher D 4.6 62% 39%
Publisher E
Publisher G
Conversely, this execution is generating a great deal of reach, but 75% is to someone other than our target audience
There are some clear opportunities
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PublisherAverage
FrequencyImpressions% on Target
Unique Viewers% on Target
Publisher A 6 72% 61%
Publisher B 2.5 26% 28%
Publisher C 15.7 21% 25%
Publisher D 4.6 62% 39%
Publisher E
Publisher F
And in this case Impressions are virtually being thrown away as the wrong audience is reached over and over again
Sometimes BIG opportunities
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PublisherAverage
FrequencyImpressions% on Target
Unique Viewers% on Target
Publisher A 6 72% 61%
Publisher B 2.5 26% 28%
Publisher C 15.7 21% 25%
Publisher D 4.6 62% 39%
Publisher E 14.5 70% 61%
Publisher F
Some data lead to important questions
Publisher is doing a nice job of finding our Target.
Did we ask for Frequency capping with them?
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PublisherAverage
FrequencyImpressions% on Target
Unique Viewers% on Target
Publisher A 6 72% 61%
Publisher B 2.5 26% 28%
Publisher C 15.7 21% 25%
Publisher D 4.6 62% 39%
Publisher E 14.5 70% 61%
Publisher F 2.9 81% 81%
Incredible targeting results from a high reach portal …and opportunity to shift $ here to reach more of our target, at an increased frequency
And some data reveal potential
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Optimizing in Real Time
Get the Data: planning, tagging for panel measurement, QA
Analyze the Data: access for the right resources
Act on the Data: flexibility in media plans, properly structured contracts
Value realized in improved effectiveness & improved efficiency