Making Measurement Make Sense by 5B31i9o


									Making Measurement Make Sense

    October, 2012
   Overview of 3MS and observations about
    global adoption
   Media measurement standardization
       MRC’s role in the future of digital measurement
        presented by George Ivie, CEO and Executive
        Director, The Media Rating Council
   Buy side POV
       Q and A with David Cohen, Chief Media Officer,
3MS: Who Is Involved?

Facilitators:                       Supporters:

   50 industry executives served on steering committee and working

   Over 150 others across the ecosystem participated.

3MS: What Is It?

   A cross-ecosystem collaboration that will
    improve planning, buying and measurement
    of digital media and facilitate cross-platform
    comparison across ALL and
Why Did We Embark Upon the
   Consumers embrace digital media in droves
   Business and transactions lag behind consumers
   Digital media need a consistent, transparent
    supply chain
   Digital media need to be part of the cross media
    marketing ecosystem
   Business leaders and functional experts need
    forums and mechanisms for change management
3MS: The Objectives

   Create the right digital currency and metrics

   Drive industry consensus around these

   Identify ongoing standards-setting body
3MS Can Change How the
Ecosystem Does Business, Globally
                •   More competitive with other media, especially TV
 Publishers:    •   Need to recast inventory
 Price/ Value   •   Need to reinvent/redesign the consumer experience
                •   Need to determine the right price

                • How many GRP’S go to digital media?
 Brand Media    • How do we create a better media plan?
 Allocations    • How do we plan digital media globally?

                •   What are the core properties of interactive ads that that build brands?
                •   How do we measure them?
    Brand       •   How do we ascribe value to ad units?
                •   Multiplier effects: 1+1=3? Maybe 4?
                •   How do we segment inventory?

                    • Accountability through better digital metrics
 Marketer ROI       • Marketing innovation
                    • Finally, the ability to plan and buy digital globally
                                       Five Pillar Solution Based on Five Principles
                                       of Measurement

                                            Define impression      • Shift from a “served” to a “viewable” impression standard

                                         Establish audience        • Introduce an online Gross Ratings Point (GRP) metric, providing
                                              currency               reach and frequency reporting of viewable impressions

                                        3        Standard
                                                                   • Implement classification system and taxonomy for banner, rich
                                            classification of ad
                                                                     media and streaming video ads

                                        4       Brand ad
                                                                   • Define standard and transparent metrics for view-through
                                                                     reporting and cumulative social activity
                                             Brand attitudinal     • Establish standards and vendor accreditation to improve
                                                measures             methodology for online brand attitudinal studies
Opportunities Around the World
   Brings greater credibility and confidence in digital metrics
   Enhances cost effectiveness (ROI) of media spend
   Supports and facilitates comparison across platforms, which
    helps to optimize allocations
   Encourages and allows the use of better creative and inventory
    for branding
   The first and only global medium can be bought internationally or
    on a pan regional basis
   Ensures that brand impact measurement does not understate
   Builds measurement methods and metrics that capture the value
    of interactivity for brands
   Paves the way for improvements in other media measurement as
    all media go digital
Issues/Challenges for Worldwide Adoption
   Solving for iFrames
   Adjusting inventory and revenue forecasts
   Recasting fundamental supply/demand assessments
   Implementing necessary changes to site design
   Absorbing costs of the first round of change(publishers)
   Calibrating the pace of change for each country and region
     Newer or smaller markets may be able to move more quickly

     Larger or more mature markets may need more time

   Sizing the market and assessing how brand spend moves across
    media platforms
     Markets where the need to be comparable to TV is strong may
       need to accelerate the pace of change to be competitive
     Markets that want to be in global digital brand buys may need to
       accelerate change
   Resourcing the preparatory work
3MS Viewable Impression Pilot Efforts are Shaping
Future Standards to be Issued by the MRC
                                                                       In progress

    Technical verification             Publisher-led pilot              Agency-led pilots

   Develop and test technology       Track publisher portfolios         Track live campaign

• MRC verifies server/vendor     • Ad servers and publishers      • Test advertiser campaigns
  technology and reporting         test functionality and           in live environment
  capabilities to approve for      uncover technical
  pilot participation              limitations                    • Further test Viewable
                                                                    Impression parameters and
                                 • Test Viewable Impression         test impact on wider range of
                                   parameters and isolate           inventory
                                   factors that influence
                                   viewability                    • Assess measurement
                                                                    limitation issues
Classification Aims To Reduce Complexity
And Facilitate Comparison Of Ad Inventory
                              PRELIMINARY – TO BE TESTED AND PILOTED

        Display classification criteria                                        Video classification criteria

                                                                                                                  Ad location in
          Ad size                   Ad location                   User choice                Ad length
                                                                - Video plays
                                                                  automatically                                   0:00        42:31

                                                                - Click to start, not
          - Small             -   Below content
                                                                - Click to start,
          - Medium            -   Above content                                            - < or = 15 seconds       - Post-roll
          - Large             -   To side of content                                       - 16-30 seconds           - Pre-roll
                                                                - Click to start, user
                              -   In content                      chooses ad               - 30+ seconds             - Mid-roll
                              -   On top of content
 Format              Movement on
                                           # of messages                     Player size                 Interactivity
capability              page

- Image              - Static             - One or more other                   - Small               - Not capable of
- Rich Media         - Expandable           messages                            - Medium                interactivity
- Rich media with    - Floating           - No other messages                   - Large               - Capable of interactivity
  video                                                                                                 (e.g. “Like” on
Ad Classification and Taxonomy
   Finalize technical specifications
   Create consistent ad tag to carry
   Issue new standard insertion order (I/O)
   Develop self-certification program for

  The MRC, what it is, what it is doing,
  and how it can help with measurement
  around the world
      3MS Prioritized View-through As The First Standard
      Brand Ad Performance Metric
                                PRELIMINARY – TO BE TESTED AND PILOTED

                                    Goals of 3MS for Brand ad performance metrics
                    1) Standardize key parameters of this metric (see below)
                    2) Make this metric more transparent and credible by introducing
                      accreditation for the reporting of this metric
            Parameter to
                                       Range of options and suggested solutions                   Rationale
             be defined
                                       3 days and 7 days                               • Data indicates that majority of
1    Number of days                                                                      view-throughs occur within 7
     after ad view that                                                                  days
    visit to brand site is            1 day                              90 days
           counted                                                                     • 3 days is analogous to TV’s
                                                                                         C3 rating system

2                             1st                                                      • All ads contribute to brand
      Number of ad
                                                                                         building and a user’s
    views attributed for      2nd
                                      Last ad viewed                      All ads        decision to eventually go to
      a view-through          3rd
                                                                                         brand or other target site

3        Percent of
       view-through                                                                    • Attribution standards to be
                                    All ads           Each ad       Each ad receives
        attributed to                                                                    further tested
                                    receive full   receives equal         weighted
     different ad views
                                    attribution      fractional           fractional
                                                     attribution         attribution
Standardized Social Metrics Will Be Critical And
Remain Under Development
 Goals of social metric standards          Preliminary metric solutions

                                       3MS led process to prioritize social
• Establish standards that provide a
                                       metrics based on:
  view of total relevant/ valuable
  social activity to assess            1) Value and usefulness of metric to
  campaign effectiveness                  advertisers

                                       2) Availability of credible data
• Encourage accreditation of
  vendors providing standard
  social activity metrics
                                           Priority social metrics for
• Promote innovation,
  competition, and improvement
  by encouraging vendors to            • Volume of high-value social
  develop and offer metrics above        activity/posts (e.g., reviews,
  and beyond that defined in             sharings, recommendations, etc)
  standard metrics                     • Volume of exposures to high-value
                                         social activity
                                       • Analysis of positive/negative social
                                         media sentiment
  Accreditation And Improved Methodologies Will
  Boost Confidence In Attitudinal Studies
     Accredited attitudinal metrics vendors will           Options for improvements should follow in accordance
        need to address key requirements                                  with IAB Best Practices

• Improve response rates
                                                           Improve existing    • Improved user-
                                                             methodology         intercept analysis
• Shift to more accurate and relevant control groups                             conducted by 3rd party
                                                       b                         vendors
• Reduce use of statistical weighting adjustments          Adopt new survey    • Variations of current
                                                               formats           user-intercept analysis
• Enhance ability to compare metrics with other
  media                                                c
                                                             Incorporate       • Surveys delivered to
                                                           demographic and       people who have seen an
• Pursue accreditation of vendors and sources of             cookie data         ad (identified via
  data via independent industry body
                                                       d                         cookies)
                                                            Switch to panel    • Surveys delivered to
                                                            based surveys        panel members, with
                                                                                 direct tracking of users

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