Chapter 1/12 from our Demystifying Digital Guide.
“MAKE SURE YOU MEASURE UP”
What’s keeping marketers awake?
Online advertising is frequently a ‘black box’, where delivery is hard to track. How can we know where our advertising is appearing, and verify the quality of exposure and its related cost?
What’s the issue?
For traditional media – TV, print, radio – most advertisers now have good experience on performance delivery. Measurement of digital is far more complex and changes every day. Due to the sheer volume of data points, campaign assessment and benchmarking are extremely complex.
WHAT QUESTIONS ARE MARKETERS ASKING US?
1. Are we getting good value from our online advertising investments?
2. How is my media agency performing in terms of digital media buying performance?
3. Am I tracking what I should be to measure the value of my digital spend? Do I have the right KPIs?
4. Does the quality of my online advertising justify what I’m spending on it?
5. What should we do to improve digital media performance?
What do our experts recommend marketers should do to address this?
Start your analysis with a strategic review of business and marketing objectives. When reviewing digital paid media, advertisers should work with digital media experts to create weightings for cost and exposure quality KPIs. These should be based on what’s most appropriate for your brand and calculate media delivery for every measurable item of digital inventory.
Delivery metrics should include: campaign quality (e.g., delivery versus planned inventory, content environment), inventory quality (e.g., viewability, ad clutter, ad fraud, video completion rate), inventory cost, technology, and data utilization (e.g., use of first- and third-party data, technology infrastructure, and data provision and accuracy), and response metrics (e.g., click-through rates). Media analyzed should include online display, mobile, video on demand, and paid social. Reports should set out an actionable roadmap for continuous improvement, monitored by regular check-ins to assess progress against dynamic KPIs.
What are the benefits to marketers of taking this approach?
- The same rigor for digital as for traditional media value measurement.
- Clear understanding of what works (and so should be up-weighted) and what doesn’t (and so should be down-weighted) on the media schedule.
- Custom KPIs tailored to advertiser need not agency templates.
Digital advertising – particularly online display – has had a free ride for too long. At last advertisers are waking up to the fact that they need to submit digital to as thorough an analysis as they do TV and press – and that it’s now possible to do this.
Geoff Greenblatt, Head of Digital at Ebiquity US
Our approach in summary
We apply the same level of rigor and discipline to media value measurement in digital as we do to traditional media, taking account of the very real differences and idiosyncrasies of digital media. We deploy a unified, end-to-end framework that generates a scorecard, balancing cost paid for digital media inventory with the delivery of quality objectives.
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