Omma metrics josh_chasin
Download as pptx, pdf0 likes232 views
The speaker discusses several pain points in digital advertising measurement, including the complexity of the digital ecosystem, the need for an engagement metric, and disconnects between pre-buy and post-buy data. While there is no single solution, developing a simple compelling narrative for digital advertising and exploring differential metrics of impression quality could help address these challenges. Innovation in both the ecosystem and metrics is important, and a regulatory approach is not recommended.
Omma metrics josh_chasin
- 1. On Making Measurement Make Sense:A Vendors PerspectiveJosh Chasin; Chief Research Officer; comScorePresented at the OMMA Metrics, March 23, 2011
- 2. @jchasin
- 3. First, The Bottom Line If only there was one single magic number that made digital as easy to buy as TVI believe there are legitimate pain points the industry faces, and that these are all embedded in the findings of the MMMS pre-workHowever, I do not believe all these pain points are all, at core, measurement issuesEven though they may have been articulated as suchWe CAN work together publishers, advertisers, agencies, measurers to bring more money into digital
- 4. Pain PointsEcosystem complexityAnd the resulting need for a simple compelling narrativeA need for some sort of engagement metricPre-buy vs. Post-buy
- 5. Pain Point #1: The Ecosystem is Complex
- 6. As the Great Media Planner Albert Einstein saidEverything should be made as simple as possible but no simpler.
- 8. the Network TV Ecosystem
- 9. Is There a Disconnect?I want to sell you real time delivery of impressions to cookiesI want to buy an engaged consumerAdvertiser(Spendus Digitalis)The Digital Ecosystem(QuantificusAlgorithmus)
- 10. Pain Point #2: The Need for an Engagement Metric
- 11. This is an Impression.
- 12. In the Beginning, All We Needed Were Gross Ratings PointsGross Ratings Points: for given target, GRP = Reach X Frequency*Reach: how many of theseFrequency: how many of these per personFrequencyGross Rating PointsReach* Specifically, % reach X average frequency
- 13. Advertising Metrics Were, Literally, 2-Dimensional..and that was enough, because if you bought enough TV, your campaign workedBut today there are:SO MANY advertising choices (media, vehicles, inventory types)SO MUCH fragmentationSO MANY communications objectivesthat we cannot afford to assume all impressions are equal
- 14. Metrics Have Emerged to Attempt to Measure the Quality of the Impression ItselfIn print Starch noticing weightsAd verification, brand health metrics, etc.And the great, elusive metrics kahunaEngagementHow do we place a differential value on the quality of the impression?
- 15. The Greatest Challenge in Digital Metrics: The Last Two FeetThe last 2 feetWhos out there?Are they engaged with the content?Did they see your ad?For how long?How did they experience your ad?
- 16. Media Metrics 3D: The Measuring!Differential scoring of impressions adds the missing dimension to advertising and audience measurementFrequencyEngagementGross Rating PointsReachExposure scoringAlas, there is no single metric that immediately lends itself universally to relative scoring of exposureBecause different ad campaigns have different communications objectives
- 17. But What Is Engagement (or, if You Prefer, Impression Quality?)Emotional connection with the media vehicle content?Emotional connection with the creative?Time spent (duration) with the ad?Lack of competitive clutter?Visibility?Change in awareness, attitude, favorability, or purchase intent?Drive to website, search, or store?A clickthrough?Variable based on consumer place in purchase cycle?Variable based on consumer presence in category?17
- 18. Engagement Measurement: A Call to ActionCan we develop a single metric that allows us to compare the quality of impressions across consumers, campaigns, media, and vehicles?Im guessing no, but we should try..If not, can we develop an array of impression scoring metrics based on the different advertiser objectives at play?And an ecosystem that can accommodate variable impression scoring based on marketing objective?
- 19. Pain Point #3: A Disconnect Between the Pre-buy and Post-buy
- 20. If Only We Could Make the Internet as Simple as TVIn TV, planning, buying, and campaign post-analysis are all done with a single currency: the Nielsen ratingsBut, since here in digital we have publishers and Page Views, not broadcasters and Program Ratings, maybe broadcast isnt the appropriate media metaphorIn the print business, MRI (magazines) and Scarborough (newspaper) are the pre-buy currencyBut guarantees and post-analysis are done on circulation (ABC data)Ad server data is essentially the digital analogue for circulation data
- 21. You need the weather forecast to tell you whether or not to bring an umbrella tomorowBut you know whether it HAS rained based on how wet you actually gotYou Dont Need a Weatherman to Know Which Way the Wind Blows
- 22. A Plea
- 23. Please: We Do Not Need a Metrics Tribunal
- 24. The Most Measurable Mediumis, invariably, the medium with the most measuresDigital advertising is inherently complex and multifacetedSearch, displayVideo, rich mediaCTR, exposure, awareness, sales impact, etc.Pre-shop, movement through the funnelBrand valueSocialMobileTabletsNext year there will be 3 more things on this list, and I have no idea what they will be
- 25. Metrics are a Vital Component of the EcosystemWe already have a great system for assuring that new and resonant metrics will continue to emerge and evolveIts called the free market systemMetrics and measurement are a sector of the delicate balance of nature that is the digital ecosystemAnd as such, contribute to the health of that ecosystem to the extent that we are unfettered to innovate and thriveWe all know the engine of growth in this space is innovationA tribunal is anathema to innovation
- 26. Note: this presentation is not, in fact, accredited by the MRC.Metrics are a Vital Component of the EcosystemTo the extent that we need a tripartite body to audit and accredit the vast panoply of digital metrics weve already got thatLets all agree to work together to make sure that the MRC is sufficiently focused and energized to fill whatever unmet need here might still existAnd first and foremost, that means publishers, advertisers and agencies invested in the health of the ecosystem and the robustness of digital metrics, join the MRC and become part of the solutionHow do we make sure the MRC is sufficiently digital?If enough of you join the MRC, you will have done so
- 27. A Prescription: Compelling Narrative
- 31. The Complex Ecosystem: A Call to ActionThe antidote to the challenge of a complex ecosystem is to develop a compelling narrativeLets work on that narrativeHow can we make the story of digital advertising as simple and compelling as the story of TV advertising? As magazine advertising?
- 32. To Sum Up
- 33. Summary: Talking PointsThe complexity of the ecosystem is a barrier to revenue growthAnd there isnt a magic metric that can remove that complexityA good thing for the industry to focus some creativity and brain power on is measurement strategies around engagementOr, if you prefer, differential scoring of impression qualityWe have different datasets for pre-buy versus post-buyThats part of the complexity, but a fact of lifeInnovation drives all parts of the ecosystem including metricsBefore we rush to the conclusion that measurement needs fixing, lets get the narrative nailed downMetrics reinforce, embellish, and drive home the stories we tellBut we need to figure out what those stories are first
- 34. If We Build the Narrativethe metrics will be thereBut lets nail down the narrative firstSo we can live happily ever after