Webinar on Latest Digital Trends and Measurement

Thank you for Joining Today’s
Webinar
We ask that if you have questions during
the presentation please submit those
directly via email to:
jacquelynn.carrera@impremedia.com

Questions will be answered at the conclusion
of this webinar.

The following presentation deck and
webinar recording will be available to
you immediately following the
conclusion of this webinar.

@impremedia

Today’s Webinar Agenda

Moderated by:
Cynthia Corzo, Editor of Hispanic Market
Weekly
@HispanicMktWkly
Trends in Digital
Joe Kutchera and Hilda Garcia
Making Measurement Make Sense
Sherrill Mane

@impremedia

JOE KUTCHERA
Author & Digital Media
Strategist
Latino Link & Exito
@joekutchera

Meet Our Presenters
HILDA GARCIA
Digital Content Director for
impreMedia and Co-author
of Exito
impreMedia
@garsiknews

Meet Our Presenters

Sherrill Mane
SVP, Research Analytics
and Measurement for
the IAB
@SherrillMane

Donating 100% of
author proceeds
to:

Example of Successful Marketing
Model

Why we need a new marketing model
Innovation

Technology

Community
and Content

Social Listening and
Research
Changing Demographics of America

“Latinized” Marketing model for era of social
media™
scuche a su audiencia (listen to your audience)
perimente como usuario (put yourself in shoes of
user)

ntegrate your communications channels
ransform your audience into communities
ptimize

scuche a su audiencia
(Listen to your audience)

scuche: Listening to/Learning from
Influencers

scuche: Listening & Responding

eXperimente como usuario, a través de "perfiles”
(Put yourself in the shoes of the user, using profiles)

Mariachi

Martín

Mario

Maria

Profiles Help Us Avoid Monolithic
Thinking

“Ms. Davis, get us some binders full of
Latinos.”

eXperimente como usuario - profiles

eXperimente como usuario - profiles

Source: Forrester Research, North American Technographics Online Benchmark Survey, Q3, 2011

ptimize: Evaluation of Social Media
Tools
1. Number of social networks integrated
1. Quality of management technology
2. Analytics integration e.g. Omniture, Google
Analytics, Facebook Analytics
3. Longevity of company
4. Geo-targeting (identify users by state)
5. Spanish

ptimize: Evaluation of Social Media
Tools

# of networks

4

5+

5+

5+

Quality rating

Excellent

Excellent

Excellent

Very good

Analytics
integration

Google
Analytics and
Omniture

Omniture

Google
Analytics,
Facebook
Insights

Google
Analytics,
Omniture,
Facebook
Insights

Year founded

Since 2001

Since 2009

Since 2008

Since 2010

Geo-targeting

Yes, by state

Yes, by state

Yes, by state

Yes, state/city

Spanish

Yes

Yes, with
google
Analytics

Yes

Yes

Gracias!
Joe@Kutchera.net
@JoeKutchera
JoeKutchera.com/E-X-I-T-O
HildaGarcia1@aol.com
@GarsikNews
http://one.laptop.org

UPDATE FOR Impremedia
February 2014

www.measurementnow.net

Making Digital Metrics Make Sense in a Cross
Platform World
• Overview of Making Measurement Make Sense (3MS)
• Media measurement standardization
• 3MS news
 Update on viewable impression currency
 Update on education and communication

• What’s next?


3MS: What Is It?
• A cross-ecosystem collaboration to
improve planning and buying digital media
and facilitate cross-platform comparison
across ALL media...digital and legacy…for
brand advertising.


3MS: Who Is Involved?

Facilitators:




Supporters:

Now under broad industry oversight of MRC
To date, 200+ executives and industry experts have participated


3MS: The Objectives
 Create the right digital currency and metrics
 Drive industry consensus around these
solutions
 Identify ongoing standards-setting body


Media Measurement Standardization
• For nearly 50 years, MRC’s mission has been to secure
for the media industry and related users audience
measurement services that are valid, reliable and
effective;
• This is done by
–

Setting Standards

–

Conducting Audits to Verify Compliance with
Standards.


3MS Five-Pillar Solution


3MS News
 MRC Viewable Impressions Advisory against trading on viewable
impressions extended through 1st Q 2014
 MRC Reconciliation Study underway
 Examines how and why accredited viewability measurement vendors produce
disparate numbers
 May lead to refinements in vendor methods
 Will result in guidance on what is the tolerated range of differences

 Debate continues on timing for transition to viewable video impressions
 Latest whitepaper released at IAB ALM (Feb 10, 2014) furthers 3MS
Guiding Principle #4, entitled, “The Advertising Engagement Spectrum:
Defining and Measuring Digital Ad Engagement in a Cross Platform World”


3MS News
• ANA, 4A’s, IAB jointly hired Fleischman Hillard to
manage 3MS communication
– One voice
– One dedicated resource
– Support the evolution of the MRC


Ad Classification System and Taxonomy: All
Ad Units Are Not Created Equal
 Possible road map to learning about effects in a systematic fashion

 Supply chain simplification: transactions across sites should use the
same ad unit terminology
 Advisory group finalized a draft taxonomy
 Agency creatives provided feedback on taxonomy

 Review and finalization with full 3MS advisory team
 Development on pilot test specs


Beyond Viewable Impressions and GRPs
• GRP’s = Gross Rating Points = A count of impressions
delivered by a media schedule
• R X F = GRPs
• Ability to count exposures and frequency across media is
foundational to assessing impact
• All exposures are not created equal
• Broad, amorphous hypothesis: interactivity of ads
contributes to building brands


Brand Ad Performance Metrics
 Which ad unit capabilities are most beneficial to enhancing brand ad
performance for which goals?
 How can we measure the role of social media
in building brands?
 What is engagement?
 What are the core metrics?
 Which engagement metrics are most important to building
brands?


Brand Ad Performance Metrics:
Engagement
•
Hundreds of interactive “engagement” metrics made possible by digital measurability
•
•
•

No consensus on which matter most
No standard definitions
2013 IAB whitepaper “Digital Ad Engagement: An Industry Overview and Reconceptualization”
outlines three major categories of engagement
–
–

Physical: user-initiated interaction

–

•

Cognitive: awareness, interest and intention

Emotional

Just released 2014 IAB Whitepaper advances 3MS, “The Advertising Engagement Spectrum:
Defining and Measuring Digital Ad Engagement in a Cross Platform World”
–
–

Defines engagement
Identifies 30 core metrics


Ad Engagement Definition
• “A spectrum of consumer advertising
activities and experiences cognitive, emotional, physical – that will
have a positive impact on a brand.”
• Will tree up to MRC standardization efforts


Brand Ad Performance Metrics: Social
Media
 3MS brand impact team agreed that counting likes is not the path to
capturing empirical knowledge and value
 Agreement on need to define social activity and metrics that
cumulatively build brands (social included in the whitepaper)
 Initial industry follow up needs to be enhanced and accelerated
 Need better understanding of connections between social and
other media in building brands
 Potential to work backwards from bigger concepts to discrete
user activities


Appendix


Viewable Impressions: Results of Testing
with Agencies and Brands
 Data from 22 live production campaigns, involving more
than 3 billion served impressions, revealed the following:
Viewable rates for the pilot campaigns ranged from a
high of 78.6% to a low of 7.3%
Unmeasured rates were a significant concern:
 Cross-Domain I-Frames
 Other Unmeasured Conditions


Viewable Impression Guideline Draft:
Display Ads
Requirements for Viewable Display Ad
Impressions
Pixel and Time Requirements
50% of pixels in the viewable space of the browser
Minimum of one consecutive second


Viewable Impression Guideline
Draft:
Display Ads, Related Issues
• User Interaction Considerations
• Strong User Interaction (such as a legitimate click, as defined by the
IAB’s Click Measurement Guidelines) seen as satisfying requirements
for a Viewable Impressions, even if minimum pixel/time requirements
not met.

• Large Size Display Ads
• Recognition that certain large size ads (IAB Rising Stars units) may
require special consideration, particularly as to pixel requirements.
• Recent off-line discussions lead us to believe we are narrowing in on a
range acceptable for committee consideration.


Video Ads
 Requirements for Viewable Video Ad Impressions
Same Pixel and Time Requirements as for
Display Ads, Plus:
Additional time requirement based on length of video
ad unit
Proposed to be the greater of a minimum time or a
percentage of the ad unit
Only unduplicated ad content contributes to meeting this
requirement


Video Ads, Related Issue
 Importance of Audio Recognized
But because of current technical limitations in
determining audio levels in all situations,
presence of audio is unlikely to be required by
this initial version of the guideline


Other Issues

Other Considerations:
Disclosures of assumptions used in determining
viewable status of ads
Issues related to nested I-Frames
Click to Play vs. Auto Play Video ads

Communication and Discrepancy
Resolution


The IAB Safeframe Solution
• Code that solves for nested i-frames’ obstruction
of viewability
• Is a critical element in solving for measurability
and for security concerns
• Recruiting participants to test SafeFrame
• Solutions to ease publisher implementation in
process












Direct viewability data available
Transparency for both parties
Improved performance measurement
Rich media functionality
Programmatic rich media
Metadata sharing
Simplified ad rotation
Publisher page protection
Consumer protection

Q&A Session
Thank you for
attending!

@impremedia

Webinar on Latest Digital Trends and Measurement

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (19)

Similar to Webinar on Latest Digital Trends and Measurement

Similar to Webinar on Latest Digital Trends and Measurement (20)

Recently uploaded

Recently uploaded (20)

Webinar on Latest Digital Trends and Measurement

Editor's Notes