October 2011 Archives
With the IAB Annual Ad Ops Summit on November 7th approaching, I wanted to share some thoughts on Ad Verification and Viewable Impressions for GRP that I’ve been hearing from the Ad Operations community at large this year. These are my personal views and not necessarily those of my employer, but many of these topics will continue to be strongly debated at the conference, so I urge you to attend and participate in the conversation.
A key endeavor from the Ad Ops Council has been to validate online advertising as a creditable medium for brand advertisers. In my mind, that translates to accuracy and transparency for the media we sell. The more accuracy and transparency we deliver, the more we help the trend of moving dollars to digital media. So on the face of it, verification services should be a shoo-in as one of the more important initiatives for our community. Why is it then, depending on if I’m talking to the buy side or sell side, I get equally strong but divergent opinions?
The buy side’s opinion is clear - we sometimes do not get what we bought on our IO, therefore, it is critical we get that extra set of reporting which allows us to identify issues with campaigns so we can actually deliver for our advertisers what their media dollars are intended to buy. The sell side vehemently agrees that everyone should be striving to give advertisers and agencies exactly what their dollars are being spent against. The area they cannot seem to accept is the need for stand alone verification services, especially in the absence of standards that dictate how to verify exactly who is right and who is wrong. The good news is, those standards are about to be released. It now boils down to getting the buy and sell side to agree on how best to implement those standards to move more dollars online. Hopefully we can make some progress on the IAB Ad Ops Summit panel I am hosting on verification tension.
Speaking of moving dollars online, another hot topic at the summit this year is using viewable impressions as a building block for online GRPs. Wait you say, why would an online GRP cause angst when the whole purpose is to create a transitional metric that allows traditional media buyers to plan, buy and measure against metrics they understand? Once again, folks all agree on the objectives and end goal, but we seem to strongly have different opinions on how to get there. The main area of passion (and not in a good way) is viewable impressions. The research community says “we need a viewable impression to build an online GRP and the current impression standard was not designed to precisely measure viewability.” The ops community says, “who says our current impression is not viewable, how much data do we have across multiple properties to show that the current impression standard is not working?” And, “do we really want to wait for years to fix the impression standard (if it is broken) while there is such an urgent need to publish an online GRP that will move traditional media dollars online?”
While I certainly do not have all the answers, I will learn a lot more on November 7th when my esteemed co-chair of the IAB Ad Ops Council, Dan Murphy, SVP of Research at Univision Online, sits on two relevant panels. I know he will be stirring the pot…
About the Author
Adrian D’Souza is co-chair of the IAB Ad Ops Council and Director, Media Revenue Operations at Google.
When we pursue a research project to advance our goal of building the world’s most effective advertising service, we start with some foundational questions: What problem(s) will the innovation solve? Can it scale? How will we measure the effects? What are the paths to increasing monetization? Will this create value for our customers?
Of course, we asked these same questions when designing Hulu Ad Swap, announced live today onstage from the IAB MIXX Conference & Expo during NY Advertising Week. Hulu Ad Swap is the next evolution in user choice and control—an ad innovation designed to dramatically improve the advertising experience for users and results for brands. Hulu Ad Swap puts complete control in the hands of the user by enabling them to instantly swap out of an ad they are watching for one that is more relevant.
We conducted research to determine whether Hulu Ad Swap could quantify (in both statistically reliable and valid terms) the improvement of the ad experience for advertisers and viewers across a variety of dimensions.
Going into the study, our thesis was that users wanted more choice and control, and advertisers wanted to eliminate waste (via targeting) and drive better outcomes (improved effectiveness measures). A recent Advertiser Perceptions study commissioned by the IAB entitled, “An Inside Look at Demand Side Perceptions of Video Advertising” quantified the criteria that advertisers, marketers, TV and online video buyers look for in their online video partnerships. Here’s what they stated (in rank order):
|1. Targeting||82% - 88%|
|2. Results||85% - 86%|
|3. Reach||68% - 84%|
|4. Cost||28% - 46%|
Advertisers want better targeting and results, and viewers want more choice and relevancy, so naturally the question we wanted to address was simple: through a format rooted in choice, could we deliver on improved relevancy and results?
Our success measures were the predictive success measures that brand marketers use: Brand recall, favorability and purchase intent.
Results from the research study were very positive. Video ads that a user proactively chose to swap into (versus a video ad that was served at random) performed to a significantly greater degree than those that were not:
- Unaided Recall of the brand went from 30% to 58% (+93%)
- Aided Recall became near universal, from 59% to 91% (+54%)
- Brand Favorability went from 34% to 43% (+27%)
- Purchase Intent went from 23% to 31% (+35%)
- Stated Relevancy went from 15% to 22% (+46%)
The measured performance of choice-based ad formats like Hulu Ad Swap illustrates why offering interactivity can be a powerful mechanism to improve the effectiveness of advertising. Interactive formats can significantly exceed the effectiveness and efficiency of traditional video ad formats for the following reasons:
- Self-addressability—the consumer can choose the most relevant ad to them at that moment.
- Increased attentiveness—when a choice is made, a viewer is invested in seeing the outcome.
- Cognitive dissonance—consumers like to feel justified about the choices they make.
Going forward, we are not expecting all Hulu users to swap ads every time they are offered the option to swap. The power behind Hulu Ad Swap is that a user has maximum control over their ad experience, and can swap their ad if they choose to do so. In fact, we expect response rates of around three percent. But for those who do choose to interact with this feature, we’ll have learned a little more about their preferences. We can turn that learning into a better ad experience for our users, a better ad platform for our advertisers, and an improved monetization vehicle for our content partners.
We are continuing to research Hulu Ad Swap, and as we work to improve this ad innovation over time, our goal is to deliver both a more frictionless consumer advertising experience and even better results for our advertising customers.
With regards to the research we conducted on Hulu Ad Swap, there’s a more comprehensive research FAQ you can read here: Hulu Ad Swap Research Results.
About the Author
Director of Research & Sales Strategy, Hulu
Bryon Schafer is a member of the IAB Digital Video Committee and serves as Hulu’s director of research and sales strategy, where he is responsible for all research efforts across Hulu’s business units. This encompasses audience measurement, advertising and marketing research, as well as global market research in support of product development. In addition, Bryon leads the company’s advertising sales strategy, where he is tasked with “making it easy” for advertisers to buy Hulu. Prior to joining Hulu in 2008, Bryon held marketing and media research roles at Warner Bros. Home Entertainment Group and ABC Television Network. Bryon holds a BA in Anthropology from Wesleyan University in Middletown, CT, and he began his career in the media planning department of Ogilvy & Mather in New York City.