Taking Campaign Measurement to the Next Level

The digital ad space is growing more complex every day, fueled by advancements in technology, changes in consumer buying preferences, and shifts in media consumption. Digital marketers face growing pressure to identify the channels and tactics that generate the most value for a business’ bottom line. As a result, marketing efforts, including targeting and measurement techniques, have become more sophisticated in recent years. Marketers of all sizes want to know the true impact of their campaigns and are now rethinking how they can best evaluate them.

The industry is evolving from a conversion performance focus to the more objective measure of incremental lift. Traditional performance metrics like clicks and impressions are losing their luster, but higher-value metrics like revenue and net-profit are difficult to obtain. While traditional metrics only scratch the surface, incrementality goes deeper. What exactly is incrementality and how is it measured?

 

The Incrementality Mentality

With media budgets growing and advertisers experimenting with different channels and formats, understanding the true impact of your marketing efforts is crucial in making budgeting decisions and justifying scale. Most marketers would (understandably) only want to spend money on channels that drive results and ensure a positive brand experience.

While an increasing share of the industry is looking to move away from last-touch attribution, the majority of marketers still depend on it due to its ease-of-use. While last-touch is a simple way to assign credit, it’s not the most accurate. Incrementality strives to identify the causal event of a conversion, allowing businesses to properly allocate budget and reduce wasted ad spend

Incrementality isn’t about assigning credit to a conversion; it’s about identifying the interaction that moves a user from passive to active. Whichever interaction influences an actual outcome is identified as incremental. Incrementality is a way to measure an event that wouldn’t have occurred without a specific interaction, such as an ad view, and that resulted in the desired outcome, such as a conversion. By testing different influencing factors, advertisers can gain true insight into the value of their ad dollars.

Incrementality helps answer key questions, including:

  • Which ad creative is the key contributor to an advertiser’s intended outcome?
  • What happens if an advertiser increases or decreases budget on certain publishers?
  • Which audience segments had the strongest response to an ad?
  • Most importantly: are ads driving actual value, or just claiming credit for an action that would have occurred naturally?

 

Industry Changes

Marketers—facing a looming cookieless future, evolving privacy regulations, fragmented customer data, and the accelerating complexities of identity management—are seeking an alternative approach to evaluating the effectiveness of their campaigns. In response to new privacy rules requiring mobile apps to get explicit user consent to access a device’s Identifier for Advertisers (IDFA), 64% of marketing executives plan to invest more in other measurement solutions like incrementally and media mix modeling. When implemented correctly, incrementality can boost a brand’s revenue and help marketers prove their value.

When looking at a media agency’s priorities versus those of a brand, agencies skew strongly towards evaluating performance against video completion rate (VCR), whereas brands focus on a broad range of measurement techniques, with a slight preference for click-through rate (CTR) and incremental reach.

 

The Digital Remedy Approach: Measuring Actions That Matter

In recent years, there has been an influx of innovation in the OTT/streaming space. As the industry continuously evolves, so do our capabilities. When Digital Remedy launched our Flip OTT solution in 2019, the ability to track conversions on one device driven by impressions on a separate device was a new and novel concept. Today, attribution has become the standard and is now expected from media partners.

We believe that attribution is a means to an end—a stepping stone to a reliable medium that truly works and delivers the results and positive ROI that advertisers and agencies seek. Attribution is no longer enough. Advertisers are looking for more. There is a new barometer for measuring campaign success. That’s why our team is bringing incrementality to OTT.

Flip was developed to provide answers to any question that a sophisticated, data-driven advertiser could possibly have—via personalized recommendations, multi-methodology attribution, best-inclass optimization, and in-depth campaign insights. Incrementality solves the important question: of everyone who converted, how many converted because of an OTT exposure?

 

 

How Does it Work?

We create holdout groups that mimic exposed groups’ behaviors and demographics exactly. We’re then able to measure which variables have the truest impact on your bottom line in the consumer pathway to purchase—isolating the impact of your media, even if your brand’s digital advertising presence extends beyond OTT. By comparing conversion rates of exposed groups and holdout groups across variables like creatives, publishers, and audiences, we’re able to see how much more likely someone is to convert when exposed to a certain type of media, or a certain campaign variable. By leveraging this incrementality methodology, advertisers are able to move budget accordingly based on these answers and maximize ROI. Flip provides greater insights which drive more results and ensures stronger performance.

 

 

We have exciting platform updates and feature releases in the pipeline for this quarter that we cannot wait to share. Be among the first to be notified when these updates hit the market by ensuring you are on our Flip distribution list.

Interested in learning more about incrementally? Let’s talk!

 

Source:

1. eMarketer, 11/30/2020, Audience targeting expected to take biggest hit from IDFA changes

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

Erez Feld

Responsible for the financial and legal practices of Digital Remedy, Erez brings 22 years of experience in precision financial analysis, growth management practices, strategic acquisition, and investment leadership. A graduate of Hofstra University, Erez began his career modeling for corporate finance, and expanded his accounting prowess in the real estate sector. Erez joined Digital Remedy in 2008 as a senior accountant, and helped to create and build an accounting department that could support the rapid growth of the company and aligned with those needs. Over the past 12 years he has evolved through various positions at the company within the finance discipline, supervising and mentoring additional finance personnel, while growing under the tutelage of Michael Fleischman, former CFO of Digital Remedy. Today, he leads the Finance Department by supporting high-level projects such as acquisitions and restructuring, and is responsible for overseeing all financial assets, establishing financial procedures, controls, and reporting systems.

Michael Fleischman

After a successful career as an accomplished Fortune 500 financial professional leading Corporate Finance and Strategic Planning at Cablevision Systems Corporation and its programming subsidiary Rainbow Media Holdings, Michael currently plays a role in the overall management of Digital Remedy including direct responsibility for all financial-related activities including accounting, financial planning, M&A, legal, insurance, real estate and banking relationships. Michael brings more than 25 years of media experience at Cablevision and Rainbow Media and during his career was instrumental in the launching and managing of a number of cable television networks including 10 Regional Sports Networks across the US, American Movie Classics, Bravo, and the Independent film channel as well as the structuring of corporate partnerships with companies including Liberty Media, NBC, Fox/NewsCorp and MGM. Additionally, he was the finance lead on a number of professional sports team acquisitions including Madison Square Garden, the successful IPO of Cablevision and a tracking stock at Rainbow Media.Michael was involved in the creation and launch of Rainbow Advertising Sales which was one of the Cable Industry’s first Local Advertising Sales Divisions.

2021 Industry Trends Newsletter

2021 Industry Trends Newsletter

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