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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Powering Trust in Programmatic Viewability, Brand Safety, Verification and Ad Fraud
Guido Fambach Managing Director Sales, N-EMEA
comScore
© comScore, Inc. Proprietary. 11
“Ask about color, clarity, and cutting — for these determine a diamond’s quality, contribute to its beauty and value. Choose a fine stone, and you’ll always be proud of it, no matter what its size.”
© comScore, Inc. Proprietary. 13
The 4 C’s: Trust & transparency between price & quality
Colour Clarity
Cut Carat
© comScore, Inc. Proprietary.
… price is regulated by the proportion between the quantity brought to market, and the demand of those who are willing to pay… - Adam Smith ‘The Wealth of Nations’, 1776
© comScore, Inc. Proprietary. 21
To drive the growth of brand advertising online
Making Measurement Make Sense Initiative (3MS)
US Standards: Making Measurement Make Sense
© comScore, Inc. Proprietary. 22
Digital ecosystem disjointed from itself & brand media
COMPETITOR INTELLIGENCE
MEDIA & AUDIENCE
EVALUATION
CAMPAIGN PLANNING
MEDIA TRADING
CAMPAIGN EVALUATION
PURCHASE FUNNEL
PLANNING ON PEOPLE
TRADING ON SERVED IMPRESSIONS, CLICK-THRU-RATES , COOKIES
© comScore, Inc. Proprietary. 23
COMPETITOR INTELLIGENCE
MEDIA & AUDIENCE
EVALUATION
CAMPAIGN PLANNING
MEDIA TRADING
CAMPAIGN EVALUATION
PURCHASE FUNNEL
Enable brand advertising - aligning digital with other media
+ VALID, BRAND-SAFE, VIEWABLE, MULTI-PLATFORM IMPRESSIONS
PLANNING AND TRADING ON PEOPLE
© comScore, Inc. Proprietary. 25
The 4 keys: Trust & Transparency in Digital Ads
In-view Non-Human Traffic
Brand Safety Target Audience
© comScore, Inc. Proprietary. 26
$-
$4,00
$8,00
$12,00
$16,00
$20,00
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CPM
Pric
e
Average In-View Rate
Low Correlation of In-View Rates to CPMs
A market lacking transparency
Viewability measurement can help better align price and value
26 © comScore, Inc. Proprietary. Source: comScore Custom Analysis, U.S., Q2 2014
© comScore, Inc. Proprietary. 27
In-view: why 100% isn’t realistic
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
© comScore, Inc. Proprietary. 28
51% Spain
50% Italy
41% France
38% UK
28 © comScore, Inc. Proprietary.
comScore in-view benchmarks
Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.
© comScore, Inc. Proprietary. 29 © comScore, Inc. Proprietary.
Source: comScore vCE, 2012-2013, Global.
Premium is defined by Ad Metrix as having an average CPM above USD $5.00 and an average monthly ad revenue of $100,000.
% Ads Viewable by Placement Type
Viewability rates vary by publisher and placement
© comScore, Inc. Proprietary. 30
In-target: why 100% isn’t realistic
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
© comScore, Inc. Proprietary. 31
52% France
49% Italy
45% Spain
41% UK
comScore in-target benchmarks
31 © comScore, Inc. Proprietary.
Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.
© comScore, Inc. Proprietary. 32
Non-Human Traffic
Adware traffic
Bot nets
Content scrapers
NHT
Outlier activity
And many more…
Spiders
Ad stacking
Pay per
view networks
Hijacked device
Cloud
services
Click farms
© comScore, Inc. Proprietary. 33
Non-Human Traffic can:
Decrease viewability rates
Dilute site audiences
Increase impression counts
Create mistrust in digital
Triple Detection Technology
comScore defines non-human traffic as traffic to a website that is generated – either intentionally or unintentionally – by non-human sources.
Ad Tags
Site Beacons
Human Panel
33 © comScore, Inc. Proprietary.
Advertising needs to reach actual humans
© comScore, Inc. Proprietary. 34
A served ad impression has been
validated
A target audience has been
reached
Online advertising is
working
Trusted independent data is needed to reveal when:
© comScore, Inc. Proprietary. 35
What’s Truly Needed for Trust? 9 Core Requirements
1. Inventory is actually coming from where it says it coming from
2. Quality can be vetted before purchase
3. There’s transparency, yet bulk remnant inventory can still be sold
4. Multiple criteria can be used in evaluating quality
5. Evaluation is done at the level of the purchase
6. Automated buying quality measures align with manual buying quality processes
7. Pre and post buy evaluations are aligned to assess success
8. Works for the platforms and formats you use
9. Evaluation of quality is neutral, not judged by the inventory distributor or seller
© comScore, Inc. Proprietary. 43
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Lessons Learned in Digital Advertising
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.comscore.com @comScoreEMEA www.linkedin.com/company/comscore www.facebook.com/comscoreinc
Thank you Guido Fambach [email protected]