Measurement Maelstrom

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Measurement Maelstrom

• Joshua Chasin Chief Research officer comScore
  (moderator)
• Jonathan Gibs VP, Media Analytics, Nielsen
  Online
• Young-Bean Song VP of Analytics Atlas
  Institute, Atlas
• Beth Uyenco Global Research Director, Microsoft
  Digital Advertising Solutions

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Into the Maelstrom the Burning Questions

• Do new and emerging media need third-party
  currency measures, in the traditional sense, to
  gain traction and become viable solutions for
  marketers?
• Will the nature and construct of currency
  change?
• Can the provider of the audience be the provider
  of the measurement?

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Into the Maelstrom the Burning Questions

• How realistic is the promise of holistic
  (formerly single source) measurement?
• Can measurement companies assemble the pieces
  while maintaining sufficient quality?
• If not, can business be transacted anyway?
• Given a blank slate, what are the 21st century,
  digital-age best practices for audience
  measurement?
• How can currency metrics emerge when the media
  landscape is in constant flux?
• Where is the link between measuring audiences and
  measuring ROI?

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Jon Gibs Nielsen Online

• Panelist

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Each Has Their Strengths And Weakness, A
Integrated Form Of Measurement is the Future
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The Future Of Online Measurement An Integrated
View
Other Integrated/Fused Panels
Homescan
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Combining Measurement And Sales Data To Create ROI
Average Dollar purchase per panel Total
dollars households (includes non-buyers)
Households exposed to the advertising purchased
significantly more Widget and more of the Parent
Brand than those not exposed.
Difference
0.12
0.27
Percent Difference
37
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NetEffects Short Term Incremental Sales
Measurement
How many were exposed
Multiplied by how much each was worth
Equals total incremental sales
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Young Bean-Song Atlas

• Panelist

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(No Transcript)
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Conversion Attribution

• The Last Ad Standard
• Last Ad Clicked
• Last Ad Viewed

• The Reality
• Campaigns reach consumers multiple times, across
  multiple channels, over extended periods of time

Converters


?
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The impact of reaching users across search and
display
Conversion Rate Comparison
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Engagement Mapping
C



Frequency
Video
Recency
Conversion Reporting
Multiple Clicks

Ad Size
Cross Channel
Rich Media
Interactions
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Beth uyenco microsoft

• Panelist

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Online performs in so many different ways

• A variety of channels which can behave like
  off-line platforms
• Display ads ? Advertising
• Sponsorship ? Editorial
  partnerships, events
• DM ? E-mail,
  loyalty programs
• PR ? WOM, news,
  chat, social networking
• Sales promotion ? Offers, contests
• Branded experience ? microsites, gaming, online
  brochures
• Each can perform different functions and
  therefore achieve different objectives
• And we have to figure out how they all work
  together as one big blob called ONLINE

Can we have a single currency? If so, what should
that be?
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Understanding targets media lifestyles
Determining how channels can best serve brand
comm needs
Managing Brand Communication Strategies
Optimization of Messaging Positioning
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Response which part(s) of the funnel
Understanding targets media lifestyles
Determining how channels can best serve brand
comm needs
Brand engagement Media Behavior
What is the brands objective and how does the
media plan achieve it?
Brand engagement Media Behavior Reach
estimations Copy-testing/eye-track
Optimization of Messaging Positioning
Response
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