key trends in digital marketing - webinar

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@impremedia

Today’s Webinar Agenda

Moderated by:Cynthia Corzo, Editor of Hispanic Market Weekly@HispanicMktWkly

Trends in DigitalJoe Kutchera and Hilda Garcia

Making Measurement Make SenseSherrill Mane

@impremedia

Meet Our Presenters

JOE KUTCHERAAuthor & Digital Media StrategistLatino Link & Exito

HILDA GARCIADigital Content Director for impreMedia and Co-author of Exito

impreMedia

@joekutchera

@garsiknews

Meet Our Presenters

Sherrill ManeSVP, Research Analytics and Measurement for the IAB

@SherrillMane

Donating 100% of author

proceeds to:

Example of Successful Marketing Model

Why we need a new marketing model

Technology Community and Content

Innovation

Social Listening and Research

Changing Demographics of America

scuche a su audiencia (listen to your audience)

perimente como usuario (put yourself in shoes of user)

ntegrate your communications channels

ransform your audience into communities

ptimize

“Latinized” Marketing model for era of social media™

scuche a su audiencia

(Listen to your audience)

scuche: Listening to/Learning from Influencers

scuche: Listening & Responding

eXperimente como usuario, a través de "perfiles”(Put yourself in the shoes of the user, using profiles)

Mariachi Martín Mario Maria

Profiles Help Us Avoid Monolithic Thinking

“Ms. Davis, get us some binders full of Latinos.”

eXperimente como usuario - profiles

eXperimente como usuario - profiles

Source: Forrester Research, North American Technographics Online Benchmark Survey, Q3, 2011

ptimize

1. Number of social networks integrated

2. Quality of management technology3. Analytics integration e.g. Omniture, Google

Analytics, Facebook Analytics4. Longevity of company5. Geo-targeting (identify users by state)6. Spanish

ptimize: Evaluation of Social Media Tools

# of networks 4 5+ 5+ 5+

Quality rating Excellent Excellent Excellent Very good

Analytics integration

Google Analytics and Omniture

Omniture Google Analytics, Facebook Insights

Google Analytics, Omniture, Facebook Insights

Year founded Since 2001 Since 2009 Since 2008 Since 2010

Geo-targeting Yes, by state Yes, by state Yes, by state Yes, state/city

Spanish Yes Yes, with google Analytics

Yes Yes

ptimize: Evaluation of Social Media Tools

Mobile: - Less is More

Gracias!

[email protected]

@JoeKutcheraJoeKutchera.com/E-X-I-T-O

[email protected] @GarsikNews

http://one.laptop.org

Making Measurement Make Sense: A Leadership Briefing

UPDATE FOR ImpremediaFebruary 2014

www.measurementnow.net

Making Digital Metrics Make Sense in a Cross Platform World

• Overview of Making Measurement Make Sense (3MS)• Media measurement standardization • 3MS news

Update on viewable impression currency Update on education and communication

• What’s next?


3MS: What Is It?

• A cross-ecosystem collaboration to improve planning and buying digital media and facilitate cross-platform comparison across ALL media...digital and legacy…for brand advertising.



3MS: Who Is Involved?

Supporters:

Now under broad industry oversight of MRC To date, 200+ executives and industry experts have participated

Facilitators:

3MS: The Objectives

Create the right digital currency and metrics

Drive industry consensus around these solutions

Identify ongoing standards-setting body


Media Measurement Standardization• For nearly 50 years, MRC’s mission has been to secure

for the media industry and related users audience measurement services that are valid, reliable and effective;

• This is done by

– Setting Standards

– Conducting Audits to Verify Compliance with Standards.


3MS Five-Pillar Solution


3MS News MRC Viewable Impressions Advisory against trading on viewable

impressions extended through 1st Q 2014 MRC Reconciliation Study underway

Examines how and why accredited viewability measurement vendors produce disparate numbers

May lead to refinements in vendor methods Will result in guidance on what is the tolerated range of differences

Debate continues on timing for transition to viewable video impressions Latest whitepaper released at IAB ALM (Feb 10, 2014) furthers 3MS

Guiding Principle #4, entitled, “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross Platform World”


3MS News• ANA, 4A’s, IAB jointly hired Fleischman Hillard to

manage 3MS communication– One voice– One dedicated resource– Support the evolution of the MRC


Ad Classification System and Taxonomy: All Ad Units Are Not Created Equal

Possible road map to learning about effects in a systematic fashion

Supply chain simplification: transactions across sites should use the same ad unit terminology

Advisory group finalized a draft taxonomy

Agency creatives provided feedback on taxonomy

Review and finalization with full 3MS advisory team

Development on pilot test specs


Beyond Viewable Impressions and GRPs

• GRP’s = Gross Rating Points = A count of impressions delivered by a media schedule

• R X F = GRPs• Ability to count exposures and frequency across media is

foundational to assessing impact• All exposures are not created equal• Broad, amorphous hypothesis: interactivity of ads

contributes to building brands


Brand Ad Performance Metrics

Which ad unit capabilities are most beneficial to enhancing brand ad performance for which goals?

How can we measure the role of social mediain building brands?

What is engagement? What are the core metrics? Which engagement metrics are most important to building

brands?


Brand Ad Performance Metrics: Engagement• Hundreds of interactive “engagement” metrics made possible by digital measurability• No consensus on which matter most• No standard definitions• 2013 IAB whitepaper “Digital Ad Engagement: An Industry Overview and Reconceptualization”

outlines three major categories of engagement – Cognitive: awareness, interest and intention

– Physical: user-initiated interaction

– Emotional

• Just released 2014 IAB Whitepaper advances 3MS, “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross Platform World”

– Defines engagement– Identifies 30 core metrics


Ad Engagement Definition

• “A spectrum of consumer advertising activities and experiences - cognitive, emotional, physical – that will have a positive impact on a brand.”

• Will tree up to MRC standardization efforts


Brand Ad Performance Metrics: Social Media

3MS brand impact team agreed that counting likes is not the path to capturing empirical knowledge and value

Agreement on need to define social activity and metrics that cumulatively build brands (social included in the whitepaper)

Initial industry follow up needs to be enhanced and accelerated Need better understanding of connections between social and

other media in building brands Potential to work backwards from bigger concepts to discrete

user activities


DRILL DOWN MATERIALS ON VIEWABILITY

Appendix


Viewable Impressions: Results of Testing with Agencies and Brands

Data from 22 live production campaigns, involving more than 3 billion served impressions, revealed the following:Viewable rates for the pilot campaigns ranged from a high of

78.6% to a low of 7.3%Unmeasured rates were a significant concern:

Cross-Domain I-FramesOther Unmeasured Conditions


Viewable Impression Guideline Draft:Display Ads

Requirements for Viewable Display Ad ImpressionsPixel and Time Requirements

50% of pixels in the viewable space of the browserMinimum of one consecutive second


Viewable Impression Guideline Draft: Display Ads, Related Issues

• User Interaction Considerations• Strong User Interaction (such as a legitimate click, as defined by the

IAB’s Click Measurement Guidelines) seen as satisfying requirements for a Viewable Impressions, even if minimum pixel/time requirements not met.

• Large Size Display Ads• Recognition that certain large size ads (IAB Rising Stars units) may

require special consideration, particularly as to pixel requirements.• Recent off-line discussions lead us to believe we are narrowing in on a

range acceptable for committee consideration.


Viewable Impression Guideline Draft:Video Ads

Requirements for Viewable Video Ad ImpressionsSame Pixel and Time Requirements as for

Display Ads, Plus:Additional time requirement based on length of video

ad unitProposed to be the greater of a minimum time or a

percentage of the ad unitOnly unduplicated ad content contributes to meeting this

requirement


Viewable Impression Guideline Draft:Video Ads, Related Issue

Importance of Audio RecognizedBut because of current technical limitations in

determining audio levels in all situations, presence of audio is unlikely to be required by this initial version of the guideline


Viewable Impression Guideline Draft:Other Issues

Other Considerations:Disclosures of assumptions used in determining

viewable status of adsIssues related to nested I-FramesClick to Play vs. Auto Play Video ads

Communication and Discrepancy Resolution


The IAB Safeframe Solution

• Code that solves for nested i-frames’ obstruction of viewability

• Is a critical element in solving for measurability and for security concerns

• Recruiting participants to test SafeFrame• Solutions to ease publisher implementation in

process


Benefits Over Standard iframes

Direct viewability data available Transparency for both parties Improved performance measurement Rich media functionality Programmatic rich media Metadata sharing Simplified ad rotation Publisher page protection Consumer protection

Q&A SessionThank you for

attending!

@impremedia