IAB GLOBAL SUMMIT 2015
September 30 – October 1 New York, New York
IAB GLOBAL SUMMIT 2015
September 30 – October 1 New York, New York
Town Hall: 2016: Media Measurement and a
Cross Platform Currency
Presentations: Karim Attia, Board Member and
Chairman of the Brand Advertising Committee, IAB Europe
Ron Pinelli, Jr., Vice President, Digital Research and Standards,
Media Rating Council, Inc.
Moderator: Sherrill Mane, Senior Vice President
Discussion Guide
l
Snapshot of European and US Markets – Karim Attia
and Sherrill Mane
l
Measurement Standardization: Viewability and
Beyond – Ron Pinelli
l
Lessons Learned to Date – The US Case – Sherrill
Mane
l
Group Discussion: Viewability and Measurement
Karim Attia, Chairman of IAB Europe Brand Advertising Committee
IAB Global Summit
Media Measurement and a Cross-platform Currency
IAB Europe state of play
IAB Europe Brand Advertising Framework
A set of brand advertising initiatives
Ad Formats Metrics & KPIs Quality & Audience Segments Quality agenda Viewable Impressions Guidelines Brand Safety Non-human Impressions Viewable Impressions White Paper Measurement Blueprint
The Brand Advertising Framework:
Aims to address: • Insufficient brand spend online • Fragmentation of mobile ad formats • Video inventory limited • Measurement debate
IAB Europe’s Brand Advertising
Committee’s mission is to drive brand
investment into digital by providing
Brand Advertisers with a reliable and trusted Brand Advertising Framework for the converging digital and traditional media environment.
PC & Tablet In-Page Brand
Builders Mobile Brand
European collaboration
Ad Formats
Mobile
Video
•
Agreed core set of effectiveness KPIs, e.g. brand awareness / purchase intent
•
Better understanding of how online channels can work in combination with other
media for branding campaigns
•
Integrate data from online audience surveys with other media surveys to provide
cross media evaluation
•
Standardised post campaign verification of achieved reach and frequency as
originally planned
•
Industry wide accepted online measurement currency for planning and trading
Measurement in Europe: advertiser priorities
• Online audience measurement should integrate with and enhance other established
metrics, such as net reach, frequency and GRP levels
• Audience metrics should be combined whenever feasible with data identifying the impact on
achieved brand KPIs, such as awareness, brand affinity, and purchase intent
• Results should primarily be compatible with other domestic media currencies, and secondly with online audience surveys across markets
• For example, target definitions should be compatible by demographic and/or lifestyle
segments and have consistent survey universe definitions (and weighting) across
media channels
• Exposure measurement should take into account the viewability of display or video ads to deliver realistic opportunity to see (OTS) outcomes
Scope of work as agreed by the Metrics and KPIs work group
Quality Viewability Clutter Loyalty Platform Exposure / Currency GRP Effect Attitudes Awareness Affinity Intent Behavior … … Engagement Conversion Reach & Frequency … • Measurement Standards • Range of Data • Organizational Principles • Quality ControlIAB Europe Quality initiative
To the
right
people
in the
right
environ-ment
in the
right way
The right
message
IAB Europe Quality initiative
Delivery
Environ-
Media
ment
Media
Product
Campaign/
creativity
• Interactivity • Cross-media compatibility • Flexibility for expansion • SizeThe campaign and creative itself it also a decisive factor in the success of a campaign
• Reach intended target groups
• Viewability of ad impressions
• Brand safety (piracy, fraud) • Non-human-traffic
(malware, malvertising)
• Relevance of content • Placing and proportion of
content • Topicality of content in relation to advertising • Level of professionalism of content • User loyalty • Credibility of content • Ad positioning e.g. above
Advertisers: 84% of brand advertisers want to see a move towards viewable impressions
Publishers: Welcomed as a way of providing brand advertisers with the measures they need to
validate their digital investment
Agencies: More focus is required to harmonise efforts and implement solutions – not only in Europe,
but across the world
Viewable impressions in Europe: state of play
Formally agreed standard or recommendation for display advertising:
Austria, France, Germany, Netherlands, Norway, Poland, Switzerland, UK
Viewable impressions in Europe: state of play
Formally agreed standard or recommendation for video advertising:
France, Poland (recommendation only), UK (not yet formalised)
Viewable impressions in Europe: state of play
Formally agreed auditing process:
•
Provide an update on the status across Europe
•
Continue to discuss the requirements with buy-side and sell-side stakeholders
both local and pan-European.
•
Working on a European framework for viewable impressions certification which
will tackle the potential problem of different market requirements across
Europe.
European Viewable Impressions certification framework
Set of recommended core audit principles Recommended audit process featuresAuditors endorsed to audit against the IAB Europe recommendations and receive IAB Europe endorsement
logo
Pan-European Viewable Impressions Framework
Certified vendors receive IAB Europe certification logo Local markets commit to recognising IAB Europe
endorsed auditing processes Recommended
elements
Execution of the recommendation
•
Cross-industry discussions in order to facilitate the development of
standards and common best practices across Europe's borders.
•
Enable efficiency levels to improve, which in turn can facilitate markets of
many sizes to successfully adopt innovation and best practices.
•
Comprises all TV and digital measurement organisations that exist in local
European markets
Contact
Karim Attia, Chairman of IAB Europe Brand Advertising Committee – [email protected] Alison Fennah, Executive Business Advisor, IAB Europe – [email protected]
@IABEurope IAB Europe
www.iabeurope.eu
US Market Snapshot
l
Slowly, viewability issues being resolved
●
Oversight by MRC
●
Marketplace factors
l
Overall, volume of deals (in impressions and/or dollars) with
viewability guarantees still relatively low
l
Multiple rates and hybrid guarantees may be the “new normal”
l
Viewability being closely monitored by buy side even when
MEASUREMENT STANDARDIZATION:
VIEWABILITY AND BEYOND
Ron Pinelli
Media Rating Council
IAB Global Summit 2016
New York, NY
MRC’s Mission Statement
§
To secure for the media industry and related
users audience measurement services that are
valid, reliable and effective
§
We do this by:
§
Setting Standards
§
Conducting Audits to Verify Compliance with
Standards.
Key Goals of 3MS
1.
Make the foundational metrics for digital
measurement more directly comparable to those
used in other media (Desktop Viewability Guidelines
issued June 30, 2014)
2.
Once accomplished, establish ways to more
effectively measure digital advertising’s contributions
to brand building, both alone and in combination
with advertising in other media.
MRC Digital Measurement Path
Currency Based on
Served Impressions
Currency Increasingly
Based on Viewable
Impressions, with
Improving Filtration for
Invalid Traffic
Currency Based on
Viewable, Human-Valid
Impressions, In-target
for Audience
Characteristics
Prior to June 2014
Today
Goal – Prepared
MRC Worked to Reduce Marketplace
Friction
§
Ongoing use of the MRC accreditation process to promote
adoption of best practices in viewability measurement
processes
o
Measured rates have improved significantly
•
MRC has completed 3 phases of vendor reconciliation work
designed to isolate all material causes of discrepancies
•
Led to updated Version 2.0 of Guidelines, issued by MRC on August
Forthcoming MRC/3MS Projects –
Anticipated Timing
§
Detection and Removal of Invalid Digital Traffic from Measurements
o Final Release expected late Sept/early Oct. 2015; integrating with TAG efforts
§
Mobile Viewability Guidelines
o Interim Guidance Issued May 4, 2015
o In-Process – Expected Timing: Public Comment Q4 2015/Q1 2016
§
Audience Based Currency (Digital and Cross Media)
o In-process — Expected Timing: Public Comment Q1 2016; Interim Guidance sooner
§
Engagement Metrics for Marketers
• Expected to Initiate in 2016
•
Digital Ad Effectiveness Research Improvement
US Market Snapshot
l
Market awaits full vendor implementation of new
MRC guidelines
l
To complete viewability implementation, need T+C’s
addendum and billing workflow and systems
l
Desire to build more momentum behind the rest of
Lessons Learned: The US Case
l
Currency change is really hard
l
It takes much more than a village
●
Empirical investigation – data, data, data
●
Building consensus at all levels
●
Ad tech expertise at every step of the journey
●
Deal makers across the ecosystem
●
Absent the deal makers, currency change devolves into posturing and
negotiating
l
Expect the unexpected: markets operate freely no matter how
IAB GLOBAL SUMMIT 2015
September 30 – October 1 New York, New York
IAB GLOBAL SUMMIT 2015
September 30 – October 1 New York, New York
