ConAgra-Improving the Effectiveness of Online Advertising

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Roundtable with Improving the Effectiveness of Online Advertising

Heather Dumford, ConAgra Foods

Cynthia Neumann, ConAgra Foods

Tammy Vance, comScore, Inc.

© comScore, Inc. Proprietary. 2 © comScore, Inc. Proprietary.

• Hot in the Industry

• What’s Normal?

• Improving Ad Effectiveness: the ConAgra Case Study

• Roundtable Discussion of Top 5 Burning Questions

• Open Q&A

Agenda

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Hot Topics

In-Target Delivery

Viewability

Non-Human Traffic


• Even with targeting tools, ads don’t always hit their

intended audience

• High percentage of ads aren’t viewable

• May be paying for ads served to non-human or invalid

traffic

Ad validation has been a ‘hot topic’ in the media because…

Ultimately, this adds up to money wasted on advertising that never

had the opportunity to have an impact


Why ad campaigns often fail to hit their target

Demographic data

becomes outdated

Not all registration

data is accurate

More than half of

computers are shared,

so cookies can show

ads to the wrong person

Some targeting infers

demography based on

content consumption


Overall average in-target rate for online campaigns is 43%,

with variance seen across product categories

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies

run directly by publishers and ad networks.

**Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up.

***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness

% In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S.

CPG

campaigns

had the

lowest

observed

in-target

rate


Why ad campaigns are not always viewable

User leaves page

before 1 second

Non-human traffic drives

up impression counts,

when a person never

actually saw the ad

User’s browser isn’t

on full-screen setting


% In-View: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S.

*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser /

Product categories as well as studies run directly by publishers and ad networks.

**Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second.

***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.

Overall average in-view rate is 46%, with variance seen

across product categories, though less so than in-target

CPG

campaigns

had the

highest

viewability,

with over

50% of ads

non-

viewable


The IAB cites that 36% of online traffic is invalid

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The ConAgra Case Study


Case Study

ConAgra used vCE to monitor campaign performance against its goals, and

this baseline evaluation provided startling insights:


Case Study

With only 50% of impressions

in-view and 25% of impressions

hitting the intended demo-target,

ConAgra decided to make

in-target and in-view delivery

a mandate for their campaigns


ConAgra Foods determines media

buying strategy

Spark Communications

negotiates and monitors campaigns

Publishers optimize delivery

in-flight

ConAgra aligns with agency and publishers

• Display guarantees:

80-100% viewable delivery

• Video guarantees:

90-100% in-target audience

• Executes negotiations

• Works directly with publishers

to maintain delivery metrics

within guaranteed rates

• Publisher permissioning

empowers publishers to

ensure delivery quality

throughout campaign


Increased validated and in-target rates greatly

improve brand lift


Increased validated rates greatly improve

effectiveness and efficiency


1. Integrated viewability reporting improves accuracy of

performance data

2. Alignment with media sellers is critical to achieving

campaign goals

3. Optimizing for viewability and audience delivery

significantly improves branding impact for advertisers

3 Big Takeaways

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Top 5 Burning Questions

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What recommendations do you have for

audience and viewability guarantee

negotiation?


19 © comScore, Inc. Proprietary.

How do you optimize your campaign in-

flight to achieve your goals?



What can publishers do to improve the

viewability of their advertising inventory?


Industry benchmarks can help media

buyers and sellers set campaign delivery

expectations.


How do you address fraudulent delivery?



Beyond improving sub-optimal delivery,

what else should I be thinking about?

© comScore, Inc. Proprietary. 23 © comScore, Inc. Proprietary.

1. What recommendations do you have for audience and viewability

guarantee negotiation?

2. How do you optimize your campaign in-flight to achieve your goals?

3. What can publishers do to improve the viewability of their

advertising inventory?

4. How do you address fraudulent delivery?

5. Beyond improving sub-optimal delivery, what else should I be

thinking about?

Top 5 Burning Questions

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

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