marketing.science consulting group, inc. Effectiveness of Digital Ads 2015 Update July 2015 Augustine Fou, PhD. http://linkd.in/aug ustinefou acfou @ mktsci .com 212. 203. 7239
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
marketing.scienceconsulting group, inc.
Effectiveness of Digital Ads2015 Update
July 2015Augustine Fou, PhD.http://linkd.in/augustinefou
acfou @ mktsci .com 212. 203. 7239
July 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
100 million impressions - 60% bots / NHT
Source: Incapsula, Dec 2014
40 million impressions - 60%
~10 million impressions
ad-blocked by userSource: PageFair, Sep 2014
Paid $0.45 CPM on 100M impressions ($45k) and got 10 million productive impressions = $4.69 eCPM
Avg. $0.45 CPM
10X higher effective cost
16 million impressions - 40%
Source: Turn Oct 2013
Display ads: Programmatic and RTB
Distil Networks says 59% bots, May 2015
40% in-view (RTB)Source: DoubleVerify, Q1 2015
July 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Three firms corroborate webwide bot levels: ~60%
Distil Networks May 2015 – 59% botsIncapsula Dec 2014 – 56% bots
SolveMedia Jan 2015 – 56% bots
July 2015 / Page 4marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Viewability rate of Programmatic, Exchanges, RTB: ~40%
Source: Sizmek, Apr 2015
Source: DoubleVerify April, 2015
Source: Vindico April, 2015
July 2015 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
100 million impressions - 2% bad bots
Source: Marketing Science July 2015
98 million impressions - 40% 60% in-view (publisher direct)
Source: Sizmek, Apr 2015
35 million impressions
ad-blocked by userSource: PageFair, Sep 2014
Paid $0.45 CPM on 100M impressions ($45k) and got 35 million productive impressions = $1.28 eCPM
Avg. $0.45 CPM
59 million impressions - 40%
Source: Turn Oct 2013
Display ads: Premium Publishers
“premium publishers typically earn around $1.35 CPM from open exchanges” Source: DCN, May 2015
July 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Premium publishers have real human visitors and low bots
confirmed humans77% overall average
confirmed bots2% overall average
declared / search bots1% overall average
Note that 1% confirmed bots does not mean 99% humans; and vice versa 87% humans does not mean 13% bots. Using a deterministic approach, there are visits that cannot be sufficiently, accurately labeled and hence are marked uncategorized.
July 2015 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Viewability rate of premium publishers: ~60%
Source: Sizmek, Apr 2015
Source: DoubleVerify April, 2015
Source: Vindico April, 2015
Source: Marketing Science, July 2015
Directly measured, onlypremium publishers (60)
60% viewable
July 2015 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
100 million impressions - 60% bots / NHT
Source: Incapsula, Dec 2014
40 million impressions - 46%
~13 million impressions
ad-blocked by userSource: PageFair, Sep 2014
Paid $10 CPM on 100M impressions ($1M) and got 13 million productive impressions = $77 eCPM
Avg. $10 CPM
8X higher effective cost
21 million impressions - 40%
Source: Turn Oct 2013
Video ads
54% in-viewSource: Google, May 2015
July 2015 / Page 9marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Three firms corroborate webwide bot levels: ~60%
Distil Networks May 2015 – 59% botsIncapsula Dec 2014 – 56% bots
SolveMedia Jan 2015 – 56% bots
July 2015 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Viewability rate of video ads webwide: ~54%
Source: Google, May 2015
July 2015 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Top priorities for increasing digital ad productivity
Served ad impressions
-11%Display ads
-23%Video ads
-52%
NH
T (“
bots
”)
Sourced trafficSource: WhiteOps / ANA Dec 2014
Display ads
Source: Google Nov 2014
-36% Average NHT (bots)
View
abili
ty
-56%Video ads
-80%Views Source: RealVu 2014 “1 in 5 ads are viewable”
-26%Ad Block usage Source: Marketing Science 2014
-34.5%Display adsSource: PageFair 2014
Ad B
lock
ing
-54% Source: comScore Jun 2013
-60% Average Viewability
July 2015 / Page 12marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their advertising, across offline and online channels. I assess ROI by analyzing the measured productivity of different forms of advertising and advise on re-allocation of budget to the most productive types of ads or channels.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickzSlideshares: http://bit.ly/augustine-fou-slidesharesLinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
Related Documents
