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“DIGITAL BRANDING ASSESSMENT”BRIDGING AD VISIBILITY WITH OTHER KPIs
DECEMBER 2014: Google releases the results of its ad visibility study:Almost half of ads served never appear on a screen“ ”
THE IDEAMOVE FROM SERVED ADS TO VIEWED ADS
A NEW STANDARD WAS BORNAn impression is considered visible if 50% of its surface isviewable During at least 1 second
ADDING TO IT OTHER QUALITY METRICS
WE RECEIVED A FEW CALLS FROM CLIENTS…
WHAT WE DID:BENCHMARK & AUDIT MARKET SOLUTIONS
KEY LEARNINGS
STILL SOME TECHNICAL ISSUESImpacting formats and Premium buying model with 100% Share of Voice get very poor visibility results. It’s as if a gatefold was less visible than a ¼ page in print.
ONE SIZE DOES NOT FIT ALL
VISIBLE = VIEWED?
HOW TO OPTIMIZE? has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.
ISN’T BIG SUPPOSED TO BE VISIBLE?Viewability performances for HP takeover :Less than 15% viewability on the 300x600
Less than 25% viewability on the 1000x200No registered data for the skin
KEY LEARNINGS
STILL SOME TECHNICAL ISSUES
ONE SIZE DOES NOT FIT ALLShould we consider that because an ad does not meet the viewability norm requirements, it is not seen at all?And most of all, is it not efficient at all?
VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?
WHY SHOULDN’T THOSE ADS BE CONSIDERED VALUABLE…?
30% of the surface isvisible during 25 sec
49% of the surface is visible during 10 sec
100% of the surface isvisible during < 1 sec
KEY LEARNINGS
STILL SOME TECHNICAL ISSUES
ONE SIZE DOES NOT FIT ALLSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.
VISIBLE = VIEWED? Even when they are seen, the amount of time people spend looking at online advertisements varies significantly by format and according to level of clutterSnapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?
An online display ad needs to be visible on a webpage for 14 seconds, on average, in order for a consumer to gaze at it for one full second
HOW TO MAKE SURE MY AD IS SEEN?
Reporting 2
SiteName Placement+Formats VisibilitéVCE VisibilitéOCRATTEINTESURCIBLE
VCEm25-44ATTEINTESURCIBLE
OCRm25-49INGEOVCE NHTVCE
L'EQUIPE HomepageHabillage Pasdevisibilité PasdevisibilitéL'EQUIPE Homepage300x600 16% 20%L'EQUIPE InterstitielMobileL'EQUIPE InterstitielTabletteTOTALEUROSPORT PrerollTabletteEUROSPORT InterstitielMobileTOTALLEFIGARO HomepageHabillage Pasdevisibilité PasdevisibilitéLEFIGARO Homepage1000x260 24% 24%LEFIGARO Homepage300x600 16% 15%TOTAL
TOTAL
ATTEINTE SUR CIBLE VISIBILITE
37%
Nonaudité
57%Pasdevisibilité
85%
44%
75%
Nonaudité99%49%
NonauditéPasdevisibilité 100%
99%19%
50%
KEY LEARNINGS
STILL SOME TECHNICAL ISSUES
ONE SIZE DOES NOT FIT ALLSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.
VISIBLE = VIEWED? Snapchat has its own communication codes and a confusing user interface which makes it hard to use for non-digital natives.HOW TO OPTIMIZE?Final delivery is aggregated data that does not allow real time optimization and granular analysis.
Difficult to assess the performance of a campaign if output is:§ A global report that can be plugged into data & analytics tools
§ Access to a bespoke digital platform
AGREGGATED DATA DOES NOT ALLOW FOR REAL TIME OPTIMIZATION
OUR PHILOSOPHY
A MORE GRANULAR & DYNAMIC APPROACH
Collecting data about the campaign’s results, taking into account initial KPI
DYNAMIC & AD HOC BENCHMARKIdentify most performing placements
& media partners vs your KPIs
DATA DRIVEN PLANNINGReal time optimization & media
activation
FORMATS PLACEMENTSDefine your “norm” and adapt planning accordingly
MEDIA PARTNERS SELECTIONSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.
AUDIENCE INSIGHTS
§ Is it more important to have time spent or surface visible on screen?
§ If both, what is our norm, based on previous campaigns?
§ Bridging formats to KPIs (qualified traffic, time spent, etc…)
§ Create your category viewability norms for a better and more qualitative exposure
WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED
FORMATS PLACEMENTS
MEDIA PARTNERS SELECTIONAdapt planning taking into account quality of the media partners’ inventorySnapchat allows to send ephemeral pictures which disappears after 10 seconds max.
AUDIENCE INSIGHTS
§ Define partner able to better comply with identified norm & KPI
§ The ones serving more brand preference, the ones more adapted to traffic objectives etc…
WITH A DIFFERENT METHODOLOGY, MORE OPTMIZATIONS COULD BE CONSIDERED
HAVAS META QUALITY BAROMETERScoring the quality of media inventory with 5 KPIs
FORMATS PLACEMENTS
MEDIA PARTNERS SELECTIONSnapchat allows to send ephemeral pictures which disappears after 10 seconds max.
AUDIENCE INSIGHTSUse learnings based on audience insights to go further with targeting
§ Identify most responsive audience segments
§ Adapt content and message according to KPIs performance
§ Retarget audiences or create new target audiences based on message
WITH A DIFFERENT METHODOLOGY, MORE OPTIMIZATIONS COULD BE CONSIDERED
IN A NUTSHELL…
GRANULAR DATA
TAILOR MADEACTIONNABLE
Thank you