IAB Europe Metrics & KPIs Brand Advertiser Bulletin
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Brand advertisers emphasize the importance of consumer insights and viewable advertising to enhance digital investments, citing factors such as lifestyle behaviors and the purchase decision process. They seek improved cross-media evaluation and a standardized set of key performance indicators (KPIs) to measure advertising effectiveness, including metrics like purchase intent and brand awareness. Frequent updates on audience data and a focus on quality of contact are essential for optimizing campaigns and attracting more brand advertising to digital channels.
IAB Europe Metrics & KPIs Brand Advertiser Bulletin
- 1. Brand advertisers cite consumer insight and viewable advertising as key to unlocking digital investment IAB Europe Metrics and KPIs Bulletin October 2014
- 2. Brand advertisers seek consumer insight and viewable advertising Brand advertisers cite lifestyle, media consumption behaviours and knowing the consumer’s position in the purchase decision process as important to ensure that they deliver relevant advertising at the right time to the consumer. KPIs that ensure consumer connections such as likelihood to recommend and fans/followers are important as well as traditional KPIs such as purchase intent and advertising recall Brand advertisers list various factors to be important in the area of contact quality, namely viewable impressions, time spent and a brand-safe environment.
- 3. Content • Attracting more brand advertising to digital channels • The importance of cross media evaluation • Ensuring digital return on investment via brand advertising KPIs • The importance of contact quality • Frequency of reporting • Key conclusions • About the IAB Europe Metrics and KPIs Survey • About IAB Europe’s Brand Advertising Initiative
- 4. Attracting more brand advertising to digital channels For brands to ensure they are delivering relevant advertising in a digital environment they need to know more about the consumer’s lifestyle and media behaviours
- 5. Consumer insight is key to attracting more brand advertising investment into digital Thinking specifically about online audience surveys… 77% of brand advertisers think more data about what the consumer is doing online would help attract more brand advertising into digital channels (69% of agencies; 59% of publishers) 73% would like to see the provision of more consumer lifestyle, attitudinal and behavioural information (69% of agencies and publishers) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 6. Brand advertisers want to know the consumer’s position in the purchase decision process Looking at relevance of advertising in terms of delivering brand advertising in context... 81% of brand advertisers think knowing the consumer’s position in the purchase decision process is important (agencies: 86%; publishers: 76%) 75% feel that more information about the importance of websites visited to the consumer’s work, personal life and purchase decisions is important (agencies: 78%; publishers: 66%) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 7. Consumer multi-tasking activities also particularly important to brand advertisers Looking at receptivity to advertising in terms of delivering brand advertising in context... 79% of brand advertisers think the consumer’s multi-tasking activities are important (agencies: 73%, publishers: 63%) 87% of brand advertisers feel that the consumer’s level of attention is important (agencies: 84%; publishers: 88%) 59% say the consumer’s mood is important (agencies: 60%; publishers: 53%) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 8. The importance of cross media evaluation The integration of online surveys with other media currencies is a priority to facilitate planning and trading across media channels
- 9. Brand advertisers want to be able to undertake cross media evaluation 86% of brand advertisers think integrating data from online audience surveys with other media to provide cross media evaluation would help attract more brand advertising investment to digital channels (83% of agencies; 74% of publishers) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 10. Brand advertisers want online survey definitions/ demographics to be compatible with local currencies Survey data integration and compatibility very important to brand advertisers 84% of brand advertisers feel that the online survey universe definitions and demographic segments being compatible with other local currencies would help (agencies: 76%; publishers: 81%) 65% say the online survey universe definitions and demographic segments being compatible with European surveys would help (agencies and publishers: 63%) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 11. The compatibility of online studies with TV is more important than with other media 97% of brand advertisers think it’s important for online studies to become more compatible with TV (agencies: 94%, publishers: 95%) 58% with print (agencies: 59%, publishers: 59%) 58% with outdoor (agencies: 54%, publishers: 37%) 58% with radio (agencies: 49%, publishers: 40%) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 12. Ensuring digital return on investment via brand advertising KPIs Brand advertisers want to see an agreed set of KPIs to measure brand campaigns
- 13. KPIs that ensure consumer connections and traditional branding KPIs are both important 89% of brand advertisers would like to see purchase intent as a KPI (agencies: 88%, publishers: 84%) 88% individual reaction with content of ads (agencies: 85%, publishers: 72%) 87% advertising recall (agencies: 81%, publishers: 82%) 87% likelihood to recommend (agencies: 82%, publishers: 79%) 87% brand awareness (agencies: 91%, publishers: 95%) 67% becoming a fan or follower (agencies: 60%, publishers: 50%) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 14. The importance of contact quality Brand advertisers list various factors in the area of contact quality to be important
- 15. Thinking specifically about online audience surveys… Viewable impressions are valued much more by brand advertisers than agencies and publishers 84% of brand advertisers think a move towards measuring viewable rather than served impressions would help attract more brand advertising investment to digital channels (79% of agencies; 65% of publishers) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 16. What constitutes contact, exposure, impression? In the area of contact quality time spent and a brand-safe environment are important to advertisers 73% of brand advertisers cite measuring the average time spent on a web page as important in defining what constitutes contact/exposure/impression (69% of agencies; 63% of publishers) 64% cite measurement of the ‘brand safe environment (66% of agencies; 68% of publishers) Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 % ranking 3 or 4 where 1 is would not help and 4 is would definitely help
- 17. Frequency of reporting Frequent updates on key audience data is crucial to brand advertisers to adjust and optimise their campaigns
- 18. Brand advertisers want frequent updates to be able to adjust and optimise their campaigns Base: Brand advertisers – 63, Agencies – 189, Publishers – 138 37% of brand advertisers think impressions and reach data for key audiences should be updated DAILY (35% of agencies and publishers) 29% WEEKLY (36% of agencies; 29% of publishers) 29% MONTHLY (23% of agencies; 29% of publishers) 5% QUARTERLY (5% of agencies; 2% of publishers)
- 19. Key conclusions
- 20. Consumer information key to brand advertisers • Brand advertisers are seeking more information about the consumers – including lifestyle, media consumption behaviours and knowing the consumer’s position in the purchase decision process as important to ensure that they deliver relevant advertising at the right time to the consumer. • To facilitate planning and trading across media channels, brand advertisers want to see data from online audience surveys integrated with other media surveys, with TV integration being more important than other media • Brand advertisers want to see an agreed set of key performance indicators to measure their return on digital investment
- 21. They also value close connections with the consumer • KPIs that ensure consumer connections such as likelihood to recommend and fans/followers are important as well as traditional KPIs such as brand awareness, advertising recall and purchase intent • To drive digital investment brand advertisers list various factors in the area of contact quality to be important, namely viewable impressions, time spent and a brand-safe environment • Brand advertisers want frequent updates on their key audience to be able to adjust and optimise their campaigns, information about the consumer is key to brands
- 22. About the IAB Europe Metrics and KPIs Survey
- 23. About the IAB Europe Metrics and KPIs Survey The IAB Europe Metrics and KPIs survey was a Europe-wide online survey of over 700 major stakeholders undertaken throughout March and April 2014. The survey was conducted to understand the measurement priorities of the European digital business community of Publishers, Agencies, Brand Advertisers, Ad Networks and Measurement/ Data Suppliers The online survey gathered the opinion on a range of measurements including Contact Quality, Audience metrics, Metrics by platform, Cross media evaluation, Qualitative measures, User engagement and Effectiveness measures/ROI A series of qualitative interviews with senior executives in the UK, Germany, France, Norway and with European remits
- 24. About IAB Europe’s Brand Advertising Initiative
- 25. About IAB Europe’s Brand Advertising Initiative • The mission of IAB Europe’s Brand Advertising Committee is to drive brand investment into digital by providing Brand Advertisers with a reliable and trusted Brand Advertising Framework for the converging digital and traditional media environment. • This Framework is a set of initiatives which includes the establishment of recommendations for Ad Formats, Metrics and KPIs across Europe and which are compatible with other initiatives around the globe. The Brand Advertising Committee is a multi-stakeholder group with global, regional and local input. • The Metrics and KPIs stream aims to establish what measurements would help drive more long-term brand advertising investment in digital media by better understanding the needs and thoughts of all key stakeholders in the European industry. A measurement blueprint for the rich and varied European digital ecosystem will be published.
- 26. About IAB Europe’s Brand Advertising Initiative • IAB Europe has already released a statement on Brand Advertising Metrics including Viewable Impressions and has identified the top priorities for digital measurement and the next step is to publish a Blueprint on Measurement of Online Audience and Ad Effectiveness Metrics and KPIs in early 2015 further to a Joint Industry Committee3 outreach programme to discuss the research findings and move the needle on online metrics across Europe. The IAB Europe Viewable Impressions Task Force will be publishing a White Paper and holding a Webinar on this topic in November 2014. • IAB Europe’s Brand Advertising Committee has also defined a suite of six recommended brand advertising formats – ‘Brand Builders ’ - which offers a new branding environment to advertisers and next steps on formats will focus on mobile in-page advertising formats and in-stream formats.
- 27. Contact Alison Fennah, IAB Europe – [email protected] Marie-Clare Puffett, IAB Europe – [email protected] Connect with us: @IABEurope IAB Europe www.iabeurope.eu
Editor's Notes
- #3: Stage 1: gain some first insights in what the key issues might be Stage 2: and I would like to thank all those who have taken time out to complete the questionnaire
- #6: Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels? More data about what the respondent is using online, why and how Provision of more respondent lifestyle, attitudinal and behavioural information
- #7: Q6a: Delivering brand advertising in context: how important are the following for RELEVANCE? Please rate the following on a scale of 1-4, where 1 is not important and 4 is very important Knowing the respondent’s position in the purchase decision process More information about the importance of websites visited to the respondent’s work, personal life and purchase decisions
- #8: Q6b: Delivering brand advertising in context: how important are the following for RECEPTIVITY TO ADVERTISING? Please rate the following on a scale of 1-4, where 1 is not important and 4 is very important. Respondent’s mood state (e.g. excited, relaxed, stressed, unhappy, etc.) Respondent’s level of attention Respondent’s multi-tasking activities
- #10: Q1 : Thinking in very broad terms, what in your opinion would help attract more brand advertising investment to digital channels? The option to integrate data from online audience surveys with other media surveys to provide cross media evaluation
- #11: Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels? Ensuring that online survey universe definitions and demographic segments (such as age, income, etc.) are compatible with those used in other media surveys within your market Ensuring that online survey universe definitions and demographic segments (such as age, income, etc.) are compatible with those used in online media surveys across Europe
- #12: Q3: If online audience or effectiveness studies were designed to become more compatible with other studies, how important are the following multi-platform combinations? Print and Online TV and Online Outdoor and Online Radio and Online - Brand advertisers are also more keen for outdoor and online to becomes more compatible
- #14: Q7: Thinking in terms of brand advertising objectives (rather than sales), which key performance indicators would you like to see? Purchase intent Advertising recall Likelihood to recommend Individuals’ interaction with content or ads (like / sharing / commenting / creating social buzz) Becoming a fan or follower - Uplift in direct site visits is particularly important to brand advertisers
- #16: Q2: Thinking now more specifically about online audience surveys, which of the following do you think would help attract more brand advertising to digital channels? A move towards measuring viewable rather than served impressions
- #17: Q5. How important are the following criteria to help define what constitutes a ‘contact’ / ‘exposure’ / ’impression’? Measuring the average time spent on a web page A measurement of the ‘brand-safe environment’
- #19: Q4a - Ideally how frequently should impressions and reach data for KEY AUDIENCES be updated? Q4b: Ideally how frequently should all other information be updated? Daily Weekly Monthly Quarterly Twice a year Once a year (annually) Any other frequency (please specify) - Overall, daily reporting wins the day across all stakeholders when it comes to how frequently impressions and reach data for key audiences should be updated - Weekly reporting is a more popular choice amongst agencies when compared to other stakeholders