As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape. The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.

2. 5 WAYS DIGITAL ADVERTISING IS
GROWING UP
(FINALLY!)

3. LET’S TRAVEL BACK TO 1994…

4. LET’S TRAVEL BACK TO 1994…

5. LET’S TRAVEL BACK TO 1994…

6. LET’S TRAVEL BACK TO 1994…

7. LET’S TRAVEL BACK TO 1994…

9. IT’S NOT EASY GROWING UP
• Admonishing traditional media as being old and ‘not with it’
• Seeking attention through intrusive and abusive ads
• Asking to be taken seriously

10. IT’S NOT EASY GROWING UP
• Admonishing traditional media as being old and ‘not with it’
• Seeking attention through intrusive and abusive ads
• Asking to be taken seriously

15. DIGITAL ADVERTISING MEASUREMENT
HAS BEEN BROKEN

16. DISPLAY ADVERTISING KEEPS GROWING
$32B in display advertising in 2016
+23% growth over 2015
+45% growth through 2019
Sources: eMarketer.com
Search
Display
Other
$-
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
2014 2015 2016 2017 2018 2019
Yearly Digital Advertising Spend, in billions

17. ALL DIGITAL GROWTH IS COMING FROM MOBILE

18. ALL DIGITAL GROWTH IS COMING FROM MOBILE
0:00
0:28
0:57
1:26
1:55
2:24
2:52
3:21
3:50
2011 2012 2013 2014 2015 2016 2017
AverageTime Spent per Day with Major Media by US Adults, 2011 - 2017, in hrs:mins
Mobile Desktop/Laptop

19. WHAT PERCENTAGE OF
MOBILE AD CLICKS ARE ACCIDENTAL?

20. Source: Retale 2015 & Goldspot Media, 2012
50 - 60%
WHAT PERCENTAGE OF
MOBILE AD CLICKS ARE ACCIDENTAL?

21. EVEN GOOGLE ADMITS THAT NO ONE IS CLICKING ADS
Google’s display benchmarks show CTR benchmarks have fallen
dramatically in the past 18 months
Consistently only 1 in 1,500 ad
impressions generates a click
Source:Google Display Benchmarks

22. Online Advertising Proxies’
Dalessandro, Hook, Perlich & Provost
NYU/Stern School of Business
and m6d research

23. “…CLICKING DOES NOT CORRELATE
WELL WITH PURCHASING…”
…EVIDENCETHAT FEW CLICKS LEADTO
ACTUAL PRODUCT PURCHASES…”
“…MOST CLICKS ARE GENERATED BY AVERY
SMALL SUBSET OF BROWSERS.”
Online Advertising Proxies’
Dalessandro, Hook, Perlich & Provost
NYU/Stern School of Business
and m6d research

26. THE RISE OF AD BLOCKING

27. 45M US users in 2015
51% are Chrome users
50% of users concerned with misuse of
personal information
HOW BAD IS IT?

28. AD BLOCKING IS A REAL THREAT
(BUT NOT DIRECTLY FOR ADVERTISERS)

29. SKEWS THE TARGET DEMOGRAPHIC SUPPLY-DEMAND CURVE

30. SO WHAT DOES THIS HAVE TO DO WITH
MEASUREMENT?

32. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
VIEWABILITY STANDARDS

33. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
COMBATING FRAUD

34. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
MEASURING EXPOSURE

35. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
QUANTIFYING OFFLINE GOALS

36. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
ATTRIBUTING ONLINE GOALS

37. VIEWABILITY IS THE GAME-CHANGER
50% of pixels
>1 second
30% of pixels
>1 second
>50% of pixels
>2 seconds

38. MANY WAYS TO NOT BE VIEWABLE

39. MANY WAYS TO NOT BE VIEWABLE

40. MANY WAYS TO NOT BE VIEWABLE

41. 48% INDUSTRY AVERAGE FOR VIEWABILITY IN 2015
GOOGLE 2014, SIZMEK, 2015

42. A
Highest
viewability at
page fold 

43. SOWHY NOW?!

44. TURN, 2015

45. VIEWABILITY CORRELATED WITH HIGHER USER ENGAGEMENT
Sizmek 2015 Viewability Benchmarks

46. EVALUATING MEDIA ON A VCPM BASIS
$14.29
$10.00
$0
$2
$4
$6
$8
$10
$12
$14
$16
0
200
400
600
800
1,000
Partner A Partner B
Imps Viewable Imps vCPM

47. WHY IS THIS IMPORTANT?

48. ADJUSTING TO VIEWABILITY IS FOUNDATIONAL
• Allows for metrics based on ads that had ‘opportunity’ to be viewed
• Paves way for cleaner cost and pricing models
• Resets reach numbers, allowing more accurate frequency and audience
measurement
• Hold publishers accountable for inventory quality

49. HOW TO GET STARTED?

50. COSTS AVERAGING ~1-3% OF MEDIA CPMS
CURRENT ACCREDITED VIEWABILITY VENDORS

51. GETTING STARTED WITH VIEWABILITY
• Find a provider that works with your existing environment
• Negotiate contracts on viewable impression delivery
• Be transparent about KPIs (pubs still think CTR is main goal!)
• Ensure domain visibility from any programmatic partners and/or viewability
vendor

52. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
COMBATING FRAUD

53. $7.2B
FRAUDSTERS HAVE BEEN LOOTING THE INDUSTRY
2016 Estimated
amount of global fraud
Growth of Fraud
amount over 2015
Amount per dollar
lost to fraud
+14% $0.33

54. FRAUD COMES IN MANY FLAVORS

55. • Ad Stacking
FRAUD COMES IN MANY FLAVORS

56. • Ad Stacking
• Ad Stuffing
FRAUD COMES IN MANY FLAVORS

57. • Ad Stacking
• Ad Stuffing
• Cookie Stuffing
FRAUD COMES IN MANY FLAVORS

58. • Ad Stacking
• Ad Stuffing
• Cookie Stuffing
• Fake websites (Ad Farms)
FRAUD COMES IN MANY FLAVORS

59. • Ad Stacking
• Ad Stuffing
• Cookie Stuffing
• Fake websites (Ad Farms)
• Bot Traffic (Non-Human)
FRAUD COMES IN MANY FLAVORS

60. Programmatic display
ad impressions
classified as bot fraud
BY THE NUMBERS
Video ad impressions
identified as bot fraud
Amount of bot traffic
coming from residential
IP addresses
67%

61. FRAUD DECLINED THROUGHOUT 2015

62. ROBOTS ARE PREDICTABLE

63. WHY IS THIS IMPORTANT?

64. “THIS IS A GAME OF CYBER WARFARE.
THE ONLY WAY TO WIN IT IS TO
MAKE THE CRIME LESS PROFITABLE.”
- MICHAEL TIFFANY, CEO, WHITE OPS

66. WHAT CAN I DO TODAY?

68. • Look for IAB or MRC certifications with programmatic partners
• Research 3rd party solutions
• Request inventory transparency, NHT contract provisions
• Zero-Tolerance Policy for badly-behaving partners, esp. programmatic
TREAT IT FOR WHAT IT IS; THEFT

69. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
MEASURING EXPOSURE

71. EXPOSURE DOESN’T NECESSARILY MEAN STORYTELLING
The Effects of ExposureTime on Memory of DisplayAdvertisements
Goldstein, McAfee, Suri |Yahoo, Inc., 2011

72. NOT ALL IMPRESSIONS ARE EQUAL

73. EVEN MINIMAL TIME EXPOSURE AIDES BRAND AWARENESS

74. WHY IS THIS IMPORTANT?

75. VIEWABILITY VERSUS EXPOSURE TIME
“PUTTING SCIENCE BEHINDTHE STANDARDS,” IPG MEDIA LABS, INTEGRAL AD SCIENCE, CADREON, 2015

76. WHAT CAN I DO TODAY?

77. WAIT.
PATIENTLY.

78. TOO SOON FOR AGENCIES TO TRANSACT ON EXPOSURE
“I haven’t bought anything on a cost per hour. GroupM doesn’t care about time
on an ad; GroupM cares about whether an ad’s 100 percent in view.”
- Steve Carbone
Chief Digital and Analytics Officer, Mediacom
“We’re not buying that way.We’re buying clicks, impressions, audience.
That’s the criteria we’re looking at when we’re evaluating performance.”
- Barry Lowenthal
President, The Media Kitchen

79. HELP EVALUATE CREATIVE QUALITY
• Ad animation length
• Creative sequencing
• Relationship with CTR
• Different creatives affect exposure times?

80. HELP EVALUATE PUBLISHER QUALITY
• Does exposure influence site traffic?
• Which publishers generate the best exposure time?
• What is my Cost per Hour?
• How much exposure did my campaign generate?

81. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
QUANTIFYING OFFLINE GOALS

82. WHAT IFYOUR REVENUE ISN’T EARNED ONLINE?

83. MOBILE PHONE TRACKING DEVICE?

84. ABILITY TO TARGET ADS TO CLOSE PROXIMITY OF A DEVICE

85. MEASURING POST-EXPOSURE CONVERSIONS
DIDTHEYVISIT
AFTER
THEY WERE SERVED
THE AD?

86. LOCATION VERIFICATION IS A GROWING NICHE INDUSTRY

87. WHY IS THIS IMPORTANT?

88. NO LONGER JUST FOR CRM SOLUTIONS
AND LEAD NURTURING

89. 25% LIFT IN STORE VISITS FOR AWARENESS CAMPAIGN
Control Exposed
+25%

90. WHAT CAN I DO TODAY?

91. GETTING STARTED WITH LOCATION-BASED AD MEASUREMENT
• Evaluate vendors for best fit
• Request sample reporting
• Negotiate test campaign
• Ensure usage of a control group to aid analysis

92. 5 WAYS DIGITAL ADVERTISING IS GROWING UP (FINALLY!)
ATTRIBUTING ONLINE GOALS

93. TRACKING PARAMETERS HELP UNDERSTAND DISPLAY
CLICK-THRU ATTRIBUTION

94. NON-LINEAR CONVERSION PATHS RUIN EVERYTHING

95. THE ROLE OF THE VIEW-THROUGH CONVERSION

96. IT’S MORE THAN JUST DISPLAY IMPRESSIONS AND CLICKS

97. RISE OF THE ADVERTISER ID?

98. ATTRIBUTION MODELING TO GROW SIGNIFICANTLY

99. LOVE IS IN THE AIR

100. WHY IS THIS IMPORTANT?

101. IAB FOCUSING ON CROSS-CHANNEL AUDIENCES IN 2016
“The ability to recognize audiences across channels and devices
will become key in 2016, replacing programmatic as the top
priority among marketers”

102. “Think of attribution as the peanut butter to analytics' jelly. Yes, each is
great on its own, but for many, they're even better together.”

103. ATTRIBUTION PUTS CHANNEL ANALYTICS IN CONTEXT
• Quantify the full ROI of an ad campaign
• Understanding indirect response and awareness
• Enhance allocations of budgets across channels

104. WHAT CAN I DO TODAY?

105. QUANTIFYING ONLINE CAMPAIGN EFFECTIVENESS
• Am I seeing all of my marketing touchpoints?
• What added value will attribution provide?
• Does my team have the expertise needed to choose and implement
attribution, and to interpret and act on its insights?
• Do I have the right solutions in place to measure effectively?

106. DOES MY VOLUME OF DIGITAL ADVERTISING
INFLUENCE
MY WEBSITE ACTIVITY?

109. DailySiteConversions
Daily Ad Impressions
LOOKING FOR A CAUSAL RELATIONSHIP

110. Archer Independent Analysis, 2016
DOES DISPLAY DRIVE MORE THAN A CLICK?
DAILY CAMPAIGN IMPRESSIONS VS NON-CAMPAIGN WEBSITE VISITS

111. DOES DISPLAY DRIVE MORE THAN A CLICK?
DAILY CAMPAIGN IMPRESSIONS VS NON-CAMPAIGN WEBSITE VISITS
Archer Independent Analysis, 2016
Probability of
random chance?
<1:10,000

112. SOWHERE DOYOU GO FROM HERE?

113. THANK YOU.