Discrepancies between publisher reporting, site analytic

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What You Missed at Other Roundtable Discussions
Brad Berens Executive Editor iMedia Communications
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Ah, the after-lunch slot
Food Wine
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Ah, the after-lunch slot
Food Wine Raised Blood
Sugar!
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Ah, the after-lunch slot
Food Wine Raised Blood
Sugar!
You're all starting to look a little bit
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But, of course, at an iMedia event the mummy
would really
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• Why are we doing this?

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Today's Categories

• The Measurement Mambo
• Psycho-Killer Apps (Qu'est-ce que c'est)
• Boldly Following the Consumers
• Video Ga-Ga
• BT or Not BT?
• Let's Get Theoretical

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The Measurement Mambo

• ISSUES
• Whose numbers?
• Discrepancies between publisher reporting, site
  analytics and ad serving numbers
• Why? Different methodologies and data sources
• What to measure and when to start?
• Undefined goals and success metrics.

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The Measurement Mambo

• ISSUES
• Whose numbers?
• Discrepancies between publisher reporting, site
  analytics and ad serving numbers
• Why? Different methodologies and data sources
• What to measure and when to start?
• Undefined goals and success metrics.

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Engagement means

• Interaction
• Behavioral Attitudinal
• "Send to a friend" referral business
• Click rate backend metrics (does a user visit
  more pages than average?)
• Definition unclear
• Clients aren't asking for engagement factors

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Emerging Metrics

• Behavioral indices
• Time spent/interaction with ad units
• Rich media analysis
• Holistic tracking of creative through to site
  behavior (not just data capture or sales)
• VOD measurement
• Viewthrough
• Unique reach

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The Measurement Mambo

• Big Ideas
• "Quantify the number of 30 spots people spend
  on a website, and then translate that number into
  GRPs."
• "Websites need to take more risks."

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Psycho-Killer Apps

• Email Search

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Email

• Big Challenges
• Frequency/Relevancy
• Spam, Spam, Spam, Spam, Spam
• CAN-SPAM compliance (do we really have to? Yes.)
• Deliverability

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Email

• Big Question
• Is email responsiveness declining?

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Email

• Big Question
• Is email responsiveness declining?
• Answer
• Not really.

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Email

• Big Question
• Is email responsiveness declining?
• Answer
• Not really.

• Targeted Lists
• Segmentation
• Careful Frequency Monitoring
• Dynamic Content
• Understanding User Behavior

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Email

• The Future of email involves
• RSS Mobile
• Compliance with best practices
• Punishing spammers
• Integration of email with the rest of marketing,
  online and off

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Search

• ISSUES
• Click Fraud
• No standards among search engines
• Conversion metrics
• The back button
• Cluttered search results

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Search

• What needs to happen?
• Video search with audiotext overlay
• Better balance of relevance and revenue
• More incorporation of branding
• Industry regulation
• Better ranking methodology
• Intuitive interface vs. user education

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Boldly Following the Consumers

• Gaming Measurement
• Mobile Marketing Best Practices
• RSS Blogs

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Gaming Measurement

• ISSUES
• Measurement, when does the ad count?
• Integration of ads within game
• Limited sorts of inventory
• Relevance to brand
• Interminable lead times
• Client pushback
• High cost of entry

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Gaming Measurement

• THE BIG QUESTION
• What exactly do you mean by "game"?
• Console
• PC
• Mobile
• Casual vs. Hardcore Gamers
• Male vs. Female Behavior

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Gaming Measurement

• ANOTHER BIG QUESTION
• What exactly do you mean by "ad"?
• In-Game Banner?
• Product Placement
• Branded Puzzle Games
• Sponsored Extra Levels Mods
• Load Screens
• Something else? (Websites, Xfire)

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Gaming Measurement

• Benefits of Advertising within games
• Engagement poster child
• Participatory medium
• Very long interaction time
• Immense personalization and targeting potential

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Gaming Measurement

• "Gaming is an activity, not a medium. It's a
  very new landscape, and if we put too much
  expectation or specified 'ROI' metrics onto
  games, then we might undermine the potential of
  games as an advertising channel."

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Mobile Marketing Best Practices

• ISSUES
• Low U.S. Adoption (so far)
• Lack of scale
• Lack of standards
• Measurement and metrics
• Cross-carrier operability

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Mobile Marketing Best Practices

• ISSUES
• Low U.S. Adoption (so far)
• Lack of scale
• Lack of standards
• Measurement and metrics
• Cross-carrier operability

But wait
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Mobile Marketing Best Practices

• AND MORE ISSUES
• Services not fast enough
• High cost, no formalized pricing
• Turn around time
• Limited creative options
• Consumer resistance to cost, intrusion

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Mobile Marketing Best Practices

• So what is mobile good for?
• Branding, acquisition, engagement
• Word of mouth/send to a friend
• News and Local search
• Text SMS
• Utilities (flight schedules)
• Click to call
• Promotions, entertainment tune-in

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Mobile Marketing Best Practices

• So what is mobile good for?
• Branding, acquisition, engagement
• Word of mouth/send to a friend
• News and Local search
• Text SMS
• Utilities (flight schedules)
• Click to call
• Promotions, entertainment tune-in

Watch this space
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Blogging/RSS Advertising

• ISSUES CHALLENGES
• Brand degradation by context
• Loss of control
• Credibility of content
• Small display space
• Lack of scalable reach / critical mass
• No real metrics for ROI
• What's the model?

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Blogging/RSS Advertising

• HOW WHAT TO MEASURE
• Engagement (e.g. of comments)
• Email responses
• Impressions clicks
• Sell-thru
• Buzz via Technorati, Google, etc.
• Podcast downloads
• Track mention of brand names

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Blogging/RSS Advertising

• BENEFITS
• High user engagement
• User comments
• Word of mouth
• "Good for nanotargeting"

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Video Ga-Ga

• Video Advertising
• The New IAB Video Standards

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Video Advertising

• ISSUES
• Lack of quality inventory
• Limited tracking metrics
• Lack of standards
• High cost
• Need for custom, web-specific video
• Getting beyond the online 30 spot
• Poor vendor/agency communications

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Video Advertising

• WHAT'S WORKING?
• Custom creative
• Interactive video
• "Surround sound" ad units
• 5 spots 23 spots
• Ad/content integration

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Video Advertising

• "Practical applications jump out and will
  naturally become adopted. 'iPod pre-roll
  downloadable video' is one of those practical
  applications."

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IAB Video Standards

• "A valid broadband ad impression may only be
  counted when an ad counter (logging server)
  receives and responds to an HTTP request for a
  tracking asset from a client. The count must
  happen after the initiation of the stream,
  post-buffering, as opposed to the linked
  broadband content itself. Specifically,
  measurement should not occur when the buffer is
  initiated, rather measurement should occur when
  the ad itself begins to appear on the user's
  browser, closest to the opportunity to see."

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IAB Video Standards

• ISSUES QUESTIONS
• Acceptance and compliance
• How do 3rd party ad servers integrate with this
  standard?
• Negative impact on inventory
• This measures the ad/media space rather than the
  creative or the interaction
• Research/case studies needed

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BT or Not BT?

• Contextual vs. Behavioral Targeting
• Next Generation Behavioral Targeting

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Contextual vs. Behavioral Targeting

• Definitions of Contextual
• Advertising within a specific content vertical
  endemic to your brand/message
• Targeting the page
• Targeting "in the moment"

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Contextual vs. Behavioral Targeting

• Definitions of Behavioral
• Messaging to users in non-endemic environments
  based on their demonstrated behaviors
• Targeting the audience
• Targeting "after the moment"

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Contextual vs. Behavioral Targeting

• Contextual Behavioral
• Short consideration Long consideration
• CPG, Movies Autos, Travel
• Younger Users Older Users
• Brand Movements Brand Awareness
• Reaching Enthusiasts Avoiding Competitive Clutter

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Contextual vs. Behavioral Targeting
The two approaches have vastly different metrics
and choosing between them is a false choice.

• Contextual Behavioral
• Short consideration Long consideration
• CPG, Movies Autos, Travel
• Younger Users Older Users
• Brand Movements Brand Awareness
• Reaching Enthusiasts Avoiding Competitive Clutter

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Next Generation Behavioral Targeting

• ISSUES
• Scale
• Pricing
• Standards and a basic definition
• Consumer privacy concerns (and realities?)
• Excessive targeting
• Publishers needing to catch up

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Next Generation Behavioral Targeting

• BT SUCCESSES SELLING
• Autos
• Travel
• Electronics
• High-speed access
• Healthcare
• Finance
• B2B
• Entertainment

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Next Generation Behavioral Targeting

• THE FUTURE
• BT mixed with demo targeting
• BT added to geo-targeting (driving customers to
  retail locations)
• Increased customization of creative

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Next Generation Behavioral Targeting

• Take Away
• "Targeting is all about getting specific, so
  eventually you run short of targets."

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Let's Get Theoretical

• Nonlinear Media

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Let's Get Theoretical

• Nonlinear Media

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Let's Get Theoretical

• Nonlinear Media
• Integrated Marketing

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Nonlinear Media

• WHAT IS IT?
• Anything that requires consumer integration
• Emerging media where you can't follow the
  response
• On-demand content consumption
• Media that is not a step-wise experience
• User-generated content
• Choose your own adventure

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Nonlinear Media

• WHAT IS IT?
• Anything that requires consumer integration
• Emerging media where you can't follow the
  response
• On-demand content consumption
• Media that is not a step-wise experience
• User-generated content
• Choose your own adventure

Sound familiar?
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Nonlinear Media

• SUCCESS STORIES
• NCAA streaming
• Got Milk
• Hilton Garden Inn
• Napster 2.0
• Halo 2
• Da Vinci Code
• Lost
• Honda Element
• Subservient Chicken
• "Family Guy" profile on MySpace

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Nonlinear Media

• ISSUES
• No shared definition, no metrics
• Industry is still too goal-focused
• General aversion to change
• "Innovation comes without benchmarks, and not
  everyone is OK with that"
• Need clear objectives case studies
• Need to educate clients

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Nonlinear Media

• IN THE FUTURE "NLM" WILL
• Move from branding to DR
• Be used to cut through clutter
• Have better metrics
• Use more traditional media to drive people to
  nonlinear experiences
• Become more linear

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Integrated Marketing

• ISSUES
• Needs planning from the beginning
• Difficulties getting everybody in synch
• Budget
• Resolving different metrics
• Client and Publisher participation
• Need for consistent messaging vs. what works best
  in each medium

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Integrated Marketing

• WHAT YOU NEED TO SUCCEED
• The clear objective and "big idea" come first
• Must be client-driven
• All sides must be in the brief brainstorm
• Integrated reporting
• Respect for different kinds of expertise
• Create compensation for integration
• Agencies need "Chief Integration Officers"

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Conclusion Global Issues

• Lack of planning and communications
• Immense need for standardization
• Technology arms race
• Scale
• Metrics
• Basic definitions
• Ever-changing consumer behavior

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Conclusion Global Issues

• Lack of planning and communications
• Immense need for standardization
• Technology arms race
• Scale
• Metrics
• Basic definitions
• Ever-changing consumer behavior
• Which leads to the question

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If "engagement" is a marathon

• Are we still learning to walk?

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• And now it's time to

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Engage! (with the audience)