As marketers and advertisers it's critical that we measure how our ads are working and understand where we should invest our ad budgets next. With many measurement options available this can be challenging and incredibly time-consuming. To simplify measurement, marketers and advertisers need an accurate and repeatable framework for understanding how their ads are working, which channels they should be choosing and how to invest their time and budgets.

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

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Where is my
next best ad
dollar spent?
How are my
ads working?

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The Evolution of Measurement
1960 1970 1980 1990 2000 2005 2010 2015 2019

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AGENDA Upgrade KPIs
Enrich Conversion Measurement
Know if Your Ads Change Behavior
Tackle X-Screen Challenges

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01. Upgrade KPIs
Review simple steps to up level current KPIs to get more out of them

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Table Stakes Compound Metrics

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Accuracy Metrics can be Limited in Value
7
• Viewability
• On-Target

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100%
VIEWABILITY
2
IMPRESSIONS
50%
VIEWABILITY
3
IMPRESSIONS
The Accuracy: Volume Trade-Off

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Efficiency Metrics Better for Media Comparisons
9
• vCPM
• OTCPM
• vOTCPM
• Viewability
• On-Target
+
Efficiency

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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%

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8
IMPRESSIONS
2
REACH
4
IMPRESSIONS
3
REACH
The Volume: Reach Trade-Off

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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

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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

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02. Enrich Conversion Success Metrics
Leverage tools and data sets to provide deeper insights on campaign tactics

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Re-Targeting
Analyze Deeper Conversion Metrics to Make Smarter
Decisions
Prospecting

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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?

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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

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03. Know if Your Ads are Changing Consumer Behavior
Discuss how to know if you’re ads are truly working

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Did my Ad Actually Influence a Purchase?
19
Entree

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Control Groups Provide a North Star
20
Natural Converters Actual Lift Driven by Ad
% Ad Conversions - % Control
Conversions
=
Actual Ad Lift

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Redbox AdPlacebo Ad
Experiment Setup

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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

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Displaying the Data
Cart Abandoners 1 Cart Abandoners 2
Movie Rental ROAS
Placebo
LIFT 33%
LIFT 80%

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04. Tackle Cross-Screen challenges
Expanding measurement beyond digital

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Cross-Channel Measurement Across Screens
MOBILE & DESKTOP
Ad Auctions + 3P Graphs
CTV
Ad Auctions + 3P Graphs

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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%

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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

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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
%
=

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Control
of your media/
inventory/scree
ns
Control
through transparency
and holistic views
Control
of your strategy
and optimizations

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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