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

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%

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

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

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

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

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

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

Du liest eine Vorschau.

Hier ansehen

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

Weitere Verwandte Inhalte

Ähnlich wie Advanced Media Measurement: Evolving your Measurement Framework for Success - Teresa Lewis, Adobe (20)

Weitere von DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)

Aktuellste (20)