DIGIDAY TECH TALKMEASURING ADVERTISING EFFECTIVENESS

Ashish MohindrooVP Marketing

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ADVERTISING EFFECTIVENESS SIMPLIFIEDEffectiveness principles are consistent across screens

Reach the right people

Reach

Influence their opinion

Resonance

Impact their behavior

Reaction

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NEW ADVERTISING MEASUREMENT CHALLENGES

NATIVE

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DRIVE IN-STORE VISITS VIA MOBILE

“ Though mobile is new, I answer to metrics. Nielsen provides us with apples to apples online & mobile ad effectiveness measurement and optimization, enabling us to advertise online and in mobile with confidence.” - Ryan Richardson,

Digital Media Manager, Buffalo Wild Wings

Not Exposed to Advertising

Exposed to Advertising

45% Lift

Mobile: Intent Brand Lift

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DRIVE NEW PRODUCT AWARENESS ON SOCIAL

Not Exposed to Advertising

Exposed to Advertising

24.7%

27.4%11.3% Lift

Awareness Brand Lift

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INCREASE FAVORABILITY ACROSS NATIVE ADS

Not Exposed to Advertising

Exposed to Advertising

25.4%

46.2%82% Lift

Favorability Brand Lift“32% of CMOs say that they have bought or are planning to buy native video advertising in the next 6 months ” - Forbes Insights & Sharethrough Research