Google is Moving Away From Last Click Attribution. Here’s Our Take.

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Google is Moving Away From Last Click Attribution. Here’s Our Take.

July 23, 2017

What prompts a consumer to buy or take some other desired action? For the past several years, the industry has responded by pointing to the last ad or interaction a consumer had before the purchase. Even if she saw several Burger King banners, a billboard, or listened to a radio ad, it was the last touchpoint – perhaps that personalized video – that got all the credit.

Obviously, this is a flawed approach to attribution, but connecting the dots between every consumer touchpoint prior to a purchase has proved too daunting. Enter “Multi-Touch Attribution,” an analytics practice that accounts for all consumer touchpoints leading up to the purchase. While MTA has been around a long time, Google recently shined a spotlight on it when it announced Google Attribution.

So, what does this fresh focus on MTA mean for Performance Video? Everything and nothing, at the same time. Everything – because MTA is vital to ROI measurement and marketing strategy. Nothing – because Performance Video has never been about the “last click.” Here are some things to keep in mind in the MTA world:

The full-funnel approach is more important than ever.

Plan campaigns for the whole funnel, with messaging and locality targeted to the desired audience whatever their place in the funnel. Full-funnel targeting is a marquee benefit of performance video. In an MTA world, all touch points throughout the funnel are germane to effectiveness and ROI.

Better attribution means better ROI.

The most tangible effect of MTA will be an accurate accounting of video advertising influence. While the last video ad seen before a purchase will no longer get 100% of the credit, the stats will even out when the second video ad out of five gets 20% of the credit. The upshot will be that video budgets will either increase or decrease based on their performance in an MTA system. 

Think outside the screen.

The medium means less than the campaign success it delivers. And if it is bringing the right content to the right targeting audience at the same time, it plays its part in the customer journey. It’s no longer about performance video versus radio ads, for example – the emphasis is on the right message, at the right time, to the right person.

The devil is in the details.

MTA even at its most basic is still a very complex process. Ensuring your Performance Video campaign is armed – at the onset – with clearly established goals and KPIs is key to correct evaluation of the total marketing effort.

MTA will challenge silos.

Most established marketing departments are siloed by function— including social media, CRM and mobile. As a result, each often compete against each other for budgets. With MTA though, the incentive to compete will be lower since the data will show how much of a role each discipline plays in influencing consumers. The result will be a challenge to the silo system and a focus on making each unit work together. For instance, data might show that a banner followed by email is much more effective than either on its own, leading to more cooperation between the two units.

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One Person’s View is Another Person’s Viewability

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One Person’s View is Another Person’s Viewability

July 23, 2017

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Google “viewability” for a quick recap of the ongoing drama related to the word. It’s been asked to explain itself more times than a certain world leader’s press secretary.

The viewability metric has been part of the brand safety discussion, had its ability to provide measurement for mobile apps questioned, and has its ownership ping-ponged between publisher and industry daily. All this, despite being formally defined by the Media Rating Council (MRC) some three years ago.

Here’s the thing – viewability is important. Millions of dollars of media decisions rely on this metric. So what’s a media planner to do? How do we rise above the drama? While we at Sightly can’t comment on the whole case for viewability, we can go deep and give you our thoughts on one of its applications: helping Performance Video campaigns achieve viewability goals via YouTube TrueView. Here are some ideas.

  1. Focus on Your Goals: The MRC standard for what qualifies as a view is that at least 50% of the video ad must be on someone’s screen for a minimum of two consecutive seconds. YouTube counts a view when a video plays for about 30 seconds. The point is: different entities still define it differently, so what you need to do is focus on yourself and your brand. It depends on your content and what you’re trying to accomplish. Some general rules of thumb: ensure a third-party is verifying your views (at Sightly, we use MOAT). And make sure that your message matches your audience and goal. Performance Video campaigns deliver ads to people that they WANT to see, so viewability is achieved naturally.
  1. Be Cross Platform: There is much discussion about proper application and auditing of viewability for mobile apps. But let’s take this topic broader: your video campaign must be relevant to the device it is being viewed on. This opens up a wide area of opportunity – particularly on the local level, where you can pinpoint a consumer and use the makeup of their geography to truly narrowcast relevant ads. Targeting for the right device = better viewability.
  1. Stay On Top of the Industry: The viewability conversation is long from over, and it’s bigger than Sightly’s focus on performance video. Be part of it, and make sure you know how different platforms are applying different metrics, and how the larger ecosystem is taking and applying the data. This is necessary for your campaign’s success – and yours.

As we said before, millions of dollars of media buys are informed with viewability data. Cisco says that Internet video will be 79% of all global internet traffic by 2020. Now is the time to make viewability the rock star measurement we know it can be.

70 percent media agency.jpg

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How Performance Video Both Follows and Breaks Daypart Norms

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How Performance Video Both Follows and Breaks Daypart Norms

July 23, 2017

Daypart (n): The time segments that divide the TV day for ad scheduling purposes. These segments generally reflect a television station’s programming patterns. Comparison of audience estimates between dayparts may indicate differences in size and composition of available audience. – The TVB

The daypart has been around as long as television, and provides buyers and sellers with essential data to inform their content and audience targeting. Daypart consideration likely helped spawn some of advertising’s earliest media planning innovations, like using soap operas to target household products to women in the 1960s. At a certain point in time, people knew the time of day by the daypart – morning news, afternoon soaps, evening news, prime time, late night.

We all know what’s happened since then – a little thing called “the Internet” disrupted the ebb and flow of the daypart. While it continues to be an essential, critical and important part of television programming ad sales, daypart in the digital video world has more of a morphed definition.

Sightly tackled this concept recently in our Day in the Life of Performance Video infographic. Here is what we found:

People have an internal media clock, but it’s bigger than daypart alone

People use their devices to consume content throughout the day in different ways. The type of device can vary – for example, computer usage might be consistent throughout the afternoon business hours – but smartphones are still used in the overnight.

TIP: Know how to target by device throughout the 24-hour day 

Performance video adds fuel to the daypart-driven plan

Dayparts are essential to video planning, and, depending on your KPI, you need to honor them. But performance video helps you extend a daypart-driven plan more deeply through getting into the in-betweens and cracks of rigid network programming. It doesn’t adhere to “early morning” or “prime time” – but consumers do apply some of these norms to their video viewing.

TIP: You need both. Don’t disregard the daypart, it still applies to how people view video.

All the time is targeting time

All dayparts – and the times between and within those dayparts – have value. It just depends on what you want to accomplish, and the KPIs you establish. They key is to connect your brand to the right environment – a targeted audience, a specific device, a relevant time. Building those surroundings and hitting the audience with a message right for them is more important than daypart alone.

TIP: Connect brands with the targeted audiences they seek at the moment they’re interested.

No matter the tech innovation or new media platform, some of televisions most storied basics are still incredibly germane to how advertisers succeed today: by connecting the right person at the right moment with the right message. Our toolbox to do this has expanded, but the principles are the same.

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