iab global summit 2015 town hall: 2016: media ......2015/10/08 · town hall: 2016: media...
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IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
Town Hall: 2016: Media Measurement and a Cross Platform Currency
Presentations: Karim Attia, Board Member and Chairman of the Brand Advertising Committee, IAB Europe
Ron Pinelli, Jr., Vice President, Digital Research and Standards,
Media Rating Council, Inc.
Moderator: Sherrill Mane, Senior Vice President Research, Analytics, and Measurement, IAB
Discussion Guide l Snapshot of European and US Markets – Karim Attia
and Sherrill Mane l Measurement Standardization: Viewability and
Beyond – Ron Pinelli l Lessons Learned to Date – The US Case – Sherrill
Mane l Group Discussion: Viewability and Measurement
Around the World – Karim Attia
Karim Attia, Chairman of IAB Europe Brand Advertising Committee
IAB Global Summit Media Measurement and a Cross-platform Currency
IAB Europe state of play
IAB Europe Brand Advertising Framework
A set of brand advertising initiatives
Ad Formats Metrics & KPIs Quality & Audience Segments
Quality agenda
Viewable Impressions Guidelines
Brand Safety Non-human Impressions
Viewable Impressions White Paper
Measurement
Blueprint
The Brand Advertising Framework:
Aims to address: • Insufficient brand
spend online • Fragmentation of
mobile ad formats • Video inventory
limited • Measurement
debate
IAB Europe’s Brand Advertising Committee’s mission is to drive brand investment into digital by providing Brand Advertisers with a reliable and trusted Brand Advertising Framework for the converging digital and traditional media environment.
PC & Tablet In-Page Brand
Builders
Mobile Brand Builders
European collaboration
Ad Formats
Mobile
Video
Metrics and KPIs Quality and Audiences
• Agreed core set of effectiveness KPIs, e.g. brand awareness / purchase intent • Better understanding of how online channels can work in combination with other
media for branding campaigns • Integrate data from online audience surveys with other media surveys to provide
cross media evaluation • Standardised post campaign verification of achieved reach and frequency as
originally planned • Industry wide accepted online measurement currency for planning and trading
Measurement in Europe: advertiser priorities
• Online audience measurement should integrate with and enhance other established metrics, such as net reach, frequency and GRP levels
• Audience metrics should be combined whenever feasible with data identifying the impact on achieved brand KPIs, such as awareness, brand affinity, and purchase intent
• Results should primarily be compatible with other domestic media currencies, and secondly with online audience surveys across markets
• For example, target definitions should be compatible by demographic and/or lifestyle segments and have consistent survey universe definitions (and weighting) across media channels
• Exposure measurement should take into account the viewability of display or video ads to deliver realistic opportunity to see (OTS) outcomes
Measurement in Europe: our recommendations
Scope of work as agreed by the Metrics and KPIs work group
Quality Viewability
Clutter
Loyalty
Platform
Exposure / Currency
GRP
Effect Attitudes
Awareness Affinity Intent
Behavior
… … Engagement Conversion
Reach & Frequency
…
• Measurement Standards • Range of Data
• Organizational Principles • Quality Control
IAB Europe Quality initiative
To the right
people
in the right
environ-ment
in the right way
The right message
IAB Europe Quality initiative
Delivery Media
Environ-ment
Media Product
Campaign/
creativity • Interactivity • Cross-media compatibility • Flexibility for expansion • Size
The campaign and creative itself it also a decisive factor in the success of a campaign
• Reach intended target groups
• Viewability of ad impressions
• Brand safety (piracy, fraud) • Non-human-traffic
(malware, malvertising)
• Relevance of content • Placing and proportion of
content • Topicality of content in
relation to advertising • Level of professionalism
of content • User loyalty • Credibility of content • Ad positioning e.g. above
or below the fold
Advertisers: 84% of brand advertisers want to see a move towards viewable impressions Publishers: Welcomed as a way of providing brand advertisers with the measures they need to validate their digital investment Agencies: More focus is required to harmonise efforts and implement solutions – not only in Europe, but across the world
Viewable Impressions in Europe: Industry perspectives
Viewable impressions in Europe: state of play
Formally agreed standard or recommendation for display advertising: Austria, France, Germany, Netherlands, Norway, Poland, Switzerland, UK
Viewable impressions in Europe: state of play
Formally agreed standard or recommendation for video advertising: France, Poland (recommendation only), UK (not yet formalised)
Viewable impressions in Europe: state of play
Formally agreed auditing process: UK
• Provide an update on the status across Europe • Continue to discuss the requirements with buy-side and sell-side stakeholders
both local and pan-European. • Working on a European framework for viewable impressions certification which
will tackle the potential problem of different market requirements across Europe.
IAB Europe next steps on Viewable Impressions
European Viewable Impressions certification framework
Set of recommended
core audit principles
Recommended audit process
features
Auditors endorsed to audit against the IAB Europe recommendations and receive IAB Europe endorsement
logo
Pan-European Viewable Impressions Framework
Certified vendors receive IAB Europe certification logo
Local markets commit to recognising IAB Europe endorsed auditing processes
Recommended elements
Execution of the recommendation
• Cross-industry discussions in order to facilitate the development of standards and common best practices across Europe's borders.
• Enable efficiency levels to improve, which in turn can facilitate markets of
many sizes to successfully adopt innovation and best practices.
• Comprises all TV and digital measurement organisations that exist in local European markets
IAB Europe Measurement Organisations Forum
Contact Karim Attia, Chairman of IAB Europe Brand Advertising Committee – [email protected] Alison Fennah, Executive Business Advisor, IAB Europe – [email protected]
@IABEurope
IAB Europe
www.iabeurope.eu
Connect with us:
US Market Snapshot l Slowly, viewability issues being resolved
● Oversight by MRC ● Marketplace factors
l Overall, volume of deals (in impressions and/or dollars) with viewability guarantees still relatively low
l Multiple rates and hybrid guarantees may be the “new normal” l Viewability being closely monitored by buy side even when
guarantees not in play
MEASUREMENT STANDARDIZATION: VIEWABILITY AND BEYOND
Ron Pinelli Media Rating Council
IAB Global Summit 2016
New York, NY
September 30, 2015
MRC’s Mission Statement
§ To secure for the media industry and related users audience measurement services that are valid, reliable and effective
§ We do this by: § Setting Standards § Conducting Audits to Verify Compliance with Standards.
Key Goals of 3MS 1. Make the foundational metrics for digital
measurement more directly comparable to those used in other media (Desktop Viewability Guidelines issued June 30, 2014)
2. Once accomplished, establish ways to more
effectively measure digital advertising’s contributions to brand building, both alone and in combination with advertising in other media. • Foundation of #1 must be in place to properly do #2.
MRC Digital Measurement Path
Currency Based on Served Impressions
Currency Increasingly Based on Viewable Impressions, with Improving Filtration for Invalid Traffic
Currency Based on Viewable, Human-Valid Impressions, In-target for Audience Characteristics
Prior to June 2014 Today Goal – Prepared for Cross-Media
MRC Worked to Reduce Marketplace Friction § Ongoing use of the MRC accreditation process to promote adoption of best practices in viewability measurement processes o Measured rates have improved significantly
• MRC has completed 3 phases of vendor reconciliation work designed to isolate all material causes of discrepancies • Led to updated Version 2.0 of Guidelines, issued by MRC on August
18, 2015
Forthcoming MRC/3MS Projects – Anticipated Timing
§ Detection and Removal of Invalid Digital Traffic from Measurements o Final Release expected late Sept/early Oct. 2015; integrating with TAG efforts
§ Mobile Viewability Guidelines o Interim Guidance Issued May 4, 2015 o In-Process – Expected Timing: Public Comment Q4 2015/Q1 2016
§ Audience Based Currency (Digital and Cross Media) o In-process — Expected Timing: Public Comment Q1 2016; Interim Guidance sooner
§ Engagement Metrics for Marketers • Expected to Initiate in 2016
• Digital Ad Effectiveness Research Improvement • As vendors step forward for auditing
US Market Snapshot
l Market awaits full vendor implementation of new MRC guidelines
l To complete viewability implementation, need T+C’s addendum and billing workflow and systems
l Desire to build more momentum behind the rest of 3MS as well as mobile measurement
Lessons Learned: The US Case
l Currency change is really hard l It takes much more than a village
● Empirical investigation – data, data, data ● Building consensus at all levels ● Ad tech expertise at every step of the journey ● Deal makers across the ecosystem
● Absent the deal makers, currency change devolves into posturing and negotiating
l Expect the unexpected: markets operate freely no matter how well you plan and execute against plan
IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
Town Hall: 2016: Media Measurement and a Cross Platform Currency
Presentations: Karim Attia, Board Member and Chairman of the Brand Advertising Committee, IAB Europe
Ron Pinelli, Jr., Vice President, Digital Research and Standards,
Media Rating Council, Inc.
Moderator: Sherrill Mane, Senior Vice President Research, Analytics, and Measurement, IAB