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Teresa Lewis
SR. CONSULTANT,
ADVANCED MEASUREMENT SERVICES,
ADOBE
TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA
#DigiMarConCanada
Advanced Media Measurement:
Evolving Your Measurement
Framework for Success
KEYNOTE
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Where is my
next best ad
dollar spent?
How are my
ads working?
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3
The Evolution of Measurement
1960 1970 1980 1990 2000 2005 2010 2015 2019
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
AGENDA Upgrade KPIs
Enrich Conversion Measurement
Know if Your Ads Change Behavior
Tackle X-Screen Challenges
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
01. Upgrade KPIs
Review simple steps to up level current KPIs to get more out of them
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 666
Table Stakes Compound Metrics
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Accuracy Metrics can be Limited in Value
7
• Viewability
• On-Target
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
100%
VIEWABILITY
2
IMPRESSIONS
50%
VIEWABILITY
3
IMPRESSIONS
The Accuracy: Volume Trade-Off
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Efficiency Metrics Better for Media Comparisons
9
• vCPM
• OTCPM
• vOTCPM
• Viewability
• On-Target
+
Efficiency
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
The Quality CPM
10
Package Name CPM Viewability On Target % (A21-64) Quality CPM
Passion Point Targeting $3.85 55% 70% $9.93
Purchase Based Targeting $4.85 50% 75% $12.87
Demo Targeting $4.58 59% 51% $15.12
CPM Viewability OTP QCPMx x =
Package Name
Passion Point Targeting
Purchase Based Targeting
Demo Targeting
Package Name CPM
Passion Point Targeting $3.85
Purchase Based Targeting $4.85
Demo Targeting $4.58
Package Name CPM Viewability
Passion Point Targeting $3.85 55%
Purchase Based Targeting $4.85 50%
Demo Targeting $4.58 59%
Package Name CPM Viewability On Target % (A21-64)
Passion Point Targeting $3.85 55% 70%
Purchase Based Targeting $4.85 50% 75%
Demo Targeting $4.58 59% 51%
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
8
IMPRESSIONS
2
REACH
4
IMPRESSIONS
3
REACH
The Volume: Reach Trade-Off
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Boost Efficiency Metrics with Reach | Super Metrics
12
• Cost-per-Viewable-Unique
• Cost-per-Target-Unique
• Cost per On-Target Viewable
Unique
• vCPM
• OTCPM
• vOTCPM
• Viewability
• On-Target
+ Efficiency
+ Reach
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
With That Change,
We’re Seeing a Different Story
13
Package Name QCPM
Viewable, On-Target
Unique
Cost Per V/OT/U
Passion Point Targeting $9.93 106K $.030
Purchase Based Targeting $12.87 123K $.026
Demo Targeting $15.25 148K $.021
QCP
M
Uniques CP/V/OT/Ux =
Package Name
Passion Point Targeting
Purchase Based Targeting
Demo Targeting
Package Name QCPM
Passion Point Targeting $9.93
Purchase Based Targeting $12.87
Demo Targeting $15.25
Package Name QCPM
Viewable, On-Target
Unique
Passion Point Targeting $9.93 106K
Purchase Based Targeting $12.87 123K
Demo Targeting $15.25 148K
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
02. Enrich Conversion Success Metrics
Leverage tools and data sets to provide deeper insights on campaign tactics
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 15
Re-Targeting
Analyze Deeper Conversion Metrics to Make Smarter
Decisions
Prospecting
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 16
Traditional Metrics: Which Audience is Most Cost Efficient?
$40
$85
$4.5
$2.5
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0
10
20
30
40
50
60
70
80
90
Retargeting Prospecting
CPA ROAS
But what if we looked at the volume of
purchases and the number of people who
purchased?
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 17
Introducing Volume + Reach to Cost Metrics
$175
$200
$0.25
$0.15
0
0.05
0.1
0.15
0.2
0.25
0.3
160
165
170
175
180
185
190
195
200
205
Retargeting Prospecting
Purchase Volume
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
03. Know if Your Ads are Changing Consumer Behavior
Discuss how to know if you’re ads are truly working
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Did my Ad Actually Influence a Purchase?
19
Entree
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Control Groups Provide a North Star
20
Natural Converters Actual Lift Driven by Ad
% Ad Conversions - % Control
Conversions
=
Actual Ad Lift
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 21
Redbox AdPlacebo Ad
Experiment Setup
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Experiment Designer
Methodology
22
1 Create control groups directly in
the Advertising Cloud buying
platform
2 Randomizes audiences at the
ad call for immediately clean
sample groups
3 Real-time results with control to
adjust and optimize strategies
for constant improvement
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 23
Displaying the Data
Cart Abandoners 1 Cart Abandoners 2
Movie Rental ROAS
Placebo
LIFT 33%
LIFT 80%
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
04. Tackle Cross-Screen challenges
Expanding measurement beyond digital
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-Channel Measurement Across Screens
MOBILE & DESKTOP
Ad Auctions + 3P Graphs
CTV
Ad Auctions + 3P Graphs
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Unique Household
Delivery by Format
Cross Device Duplication
& Unique Reach
AVERAGE FREQUENCY BY
DEVICE
51%
11%
Digital
CTV
Channel Conversions
Conversion
Rate
CTV Only 8,000 0.20%
Digital Only 32,000 0.80%
CTV + Digital 10,500 3.00%
CART CONVERTERS
Cross Device
Conversions
38%
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dell Case Study: CTV Unique Reach & Frequency by
Publisher
27
14.06 12.93 10.28 9.80 7.44 6.11 4.68
84%
56%
48%
67%
44%
66% 64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
2
4
6
8
10
12
14
16
Publisher A Publisher B Publisher C Publisher D Publisher E Publisher F Publisher G
Frequency
Frequency & Unique Reach by Publisher
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dell Case Study: Creative Performance Evaluation
28
+
Creative B
4.26%
Creative C
2.62%
Creative A
7.27%
Creative A
7.27%
Creative A Creative B
5.20
%
=
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
Control
of your media/
inventory/scree
ns
Control
through transparency
and holistic views
Control
of your strategy
and optimizations
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
30
1 Upgrade Your Real-Time KPIs to align with your
unique business objectives
2 Enrich your conversion success metrics to gain deeper
insights on how your ads are working
3 Use incrementality measurement to know if your
ads change behavior
4 Expand advanced measurement beyond digital and
gain cross-screen learnings
Advanced Media Measurement: Evolving your Measurement Framework for Success - Teresa Lewis, Adobe
Advanced Media Measurement: Evolving your Measurement Framework for Success - Teresa Lewis, Adobe

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Advanced Media Measurement: Evolving your Measurement Framework for Success - Teresa Lewis, Adobe

  • 1. Teresa Lewis SR. CONSULTANT, ADVANCED MEASUREMENT SERVICES, ADOBE TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA #DigiMarConCanada Advanced Media Measurement: Evolving Your Measurement Framework for Success KEYNOTE
  • 2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Where is my next best ad dollar spent? How are my ads working?
  • 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 The Evolution of Measurement 1960 1970 1980 1990 2000 2005 2010 2015 2019
  • 4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 AGENDA Upgrade KPIs Enrich Conversion Measurement Know if Your Ads Change Behavior Tackle X-Screen Challenges
  • 5. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 01. Upgrade KPIs Review simple steps to up level current KPIs to get more out of them
  • 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 666 Table Stakes Compound Metrics
  • 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Accuracy Metrics can be Limited in Value 7 • Viewability • On-Target
  • 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 100% VIEWABILITY 2 IMPRESSIONS 50% VIEWABILITY 3 IMPRESSIONS The Accuracy: Volume Trade-Off
  • 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Efficiency Metrics Better for Media Comparisons 9 • vCPM • OTCPM • vOTCPM • Viewability • On-Target + Efficiency
  • 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. The Quality CPM 10 Package Name CPM Viewability On Target % (A21-64) Quality CPM Passion Point Targeting $3.85 55% 70% $9.93 Purchase Based Targeting $4.85 50% 75% $12.87 Demo Targeting $4.58 59% 51% $15.12 CPM Viewability OTP QCPMx x = Package Name Passion Point Targeting Purchase Based Targeting Demo Targeting Package Name CPM Passion Point Targeting $3.85 Purchase Based Targeting $4.85 Demo Targeting $4.58 Package Name CPM Viewability Passion Point Targeting $3.85 55% Purchase Based Targeting $4.85 50% Demo Targeting $4.58 59% Package Name CPM Viewability On Target % (A21-64) Passion Point Targeting $3.85 55% 70% Purchase Based Targeting $4.85 50% 75% Demo Targeting $4.58 59% 51%
  • 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 8 IMPRESSIONS 2 REACH 4 IMPRESSIONS 3 REACH The Volume: Reach Trade-Off
  • 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Boost Efficiency Metrics with Reach | Super Metrics 12 • Cost-per-Viewable-Unique • Cost-per-Target-Unique • Cost per On-Target Viewable Unique • vCPM • OTCPM • vOTCPM • Viewability • On-Target + Efficiency + Reach
  • 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. With That Change, We’re Seeing a Different Story 13 Package Name QCPM Viewable, On-Target Unique Cost Per V/OT/U Passion Point Targeting $9.93 106K $.030 Purchase Based Targeting $12.87 123K $.026 Demo Targeting $15.25 148K $.021 QCP M Uniques CP/V/OT/Ux = Package Name Passion Point Targeting Purchase Based Targeting Demo Targeting Package Name QCPM Passion Point Targeting $9.93 Purchase Based Targeting $12.87 Demo Targeting $15.25 Package Name QCPM Viewable, On-Target Unique Passion Point Targeting $9.93 106K Purchase Based Targeting $12.87 123K Demo Targeting $15.25 148K
  • 14. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 02. Enrich Conversion Success Metrics Leverage tools and data sets to provide deeper insights on campaign tactics
  • 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 15 Re-Targeting Analyze Deeper Conversion Metrics to Make Smarter Decisions Prospecting
  • 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 16 Traditional Metrics: Which Audience is Most Cost Efficient? $40 $85 $4.5 $2.5 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 0 10 20 30 40 50 60 70 80 90 Retargeting Prospecting CPA ROAS But what if we looked at the volume of purchases and the number of people who purchased?
  • 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 17 Introducing Volume + Reach to Cost Metrics $175 $200 $0.25 $0.15 0 0.05 0.1 0.15 0.2 0.25 0.3 160 165 170 175 180 185 190 195 200 205 Retargeting Prospecting Purchase Volume
  • 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 03. Know if Your Ads are Changing Consumer Behavior Discuss how to know if you’re ads are truly working
  • 19. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Did my Ad Actually Influence a Purchase? 19 Entree
  • 20. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Control Groups Provide a North Star 20 Natural Converters Actual Lift Driven by Ad % Ad Conversions - % Control Conversions = Actual Ad Lift
  • 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 21 Redbox AdPlacebo Ad Experiment Setup
  • 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Experiment Designer Methodology 22 1 Create control groups directly in the Advertising Cloud buying platform 2 Randomizes audiences at the ad call for immediately clean sample groups 3 Real-time results with control to adjust and optimize strategies for constant improvement
  • 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 23 Displaying the Data Cart Abandoners 1 Cart Abandoners 2 Movie Rental ROAS Placebo LIFT 33% LIFT 80%
  • 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 04. Tackle Cross-Screen challenges Expanding measurement beyond digital
  • 25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross-Channel Measurement Across Screens MOBILE & DESKTOP Ad Auctions + 3P Graphs CTV Ad Auctions + 3P Graphs
  • 26. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Unique Household Delivery by Format Cross Device Duplication & Unique Reach AVERAGE FREQUENCY BY DEVICE 51% 11% Digital CTV Channel Conversions Conversion Rate CTV Only 8,000 0.20% Digital Only 32,000 0.80% CTV + Digital 10,500 3.00% CART CONVERTERS Cross Device Conversions 38%
  • 27. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dell Case Study: CTV Unique Reach & Frequency by Publisher 27 14.06 12.93 10.28 9.80 7.44 6.11 4.68 84% 56% 48% 67% 44% 66% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0 2 4 6 8 10 12 14 16 Publisher A Publisher B Publisher C Publisher D Publisher E Publisher F Publisher G Frequency Frequency & Unique Reach by Publisher
  • 28. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dell Case Study: Creative Performance Evaluation 28 + Creative B 4.26% Creative C 2.62% Creative A 7.27% Creative A 7.27% Creative A Creative B 5.20 % =
  • 29. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 Control of your media/ inventory/scree ns Control through transparency and holistic views Control of your strategy and optimizations
  • 30. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways 30 1 Upgrade Your Real-Time KPIs to align with your unique business objectives 2 Enrich your conversion success metrics to gain deeper insights on how your ads are working 3 Use incrementality measurement to know if your ads change behavior 4 Expand advanced measurement beyond digital and gain cross-screen learnings