As the body at the heart of independent measurement, the IAB brought together the smartest measurement and ad effectiveness brains in the industry, both locally and from overseas, to shed light and provide perspective on the most crucial topics in digital advertising. The MeasureUp 2018 conference was designed to bring together the industry to discuss pain points, practical insights and innovations to help shape digital and cross-media measurement in the Australian market.
We have assembled 10 of the most hard-hitting points (which was a hard choice, as there were many) from the day that not only provided insights and give an overview of the industry, but also help give an understanding of what MeasureUp is all about ... and what you can likely expect from MeasureUp 2019, which is coming in October.
You can download the below points as a one-pager, as well as view the original source content as videos and download the presentations, at the MeasureUp 2018 Content site.
10 Key Points
1. The highest campaign ROI comes from having a combined multi-channel approach. Multi-media campaigns have higher ROI than single media campaigns. Combining offline and online in a combined channel approach is 50% more efficient than offline alone and more efficient than online alone. (Source; Rejecting Extremes: Measurement to help grow your brand and your marketing budget presentation by Paul Sinkinson, Analytic Partners)
2. The inclusion of online media with a TV campaign drives ROI across all advertiser categories, particularly high consideration categories. For example, for travel advertisers a TV and online campaign has on average 56% higher ROI than TV alone. (Source; Rejecting Extremes: Measurement to help grow your brand and your marketing budget presentation by Paul Sinkinson, Analytic Partners)
3. The quality of the ad creative is the more important than executional elements for online video. For video the quality of the creative drives 70% of the business impact and 30% is driven by executional elements. For TV 62% of the impact is driven by creative, while for digital display creative drives 35% of the business impact. (Source; Rejecting Extremes: Measurement to help grow your brand and your marketing budget presentation by Paul Sinkinson, Analytic Partners)
4. All channels benefit from cross-media synergies, but only 55% of advertisers are confident in the optimal media mix. Integrated and customised campaigns are more effective. Integrated campaigns are 31% more effective than non-integrated campaigns and integrated and media customised campaigns are 57% more effective. (Source; Focusing on the why not that what of digital measurement presentation by Jane Ostler Kantar Insights UK)
5. Four in ten marketers are focused primarily on short-term sales as the indicator of advertising success but on average 30% of the value of incremental transactions are generated after the campaign spend period. (Source; Focusing on the why not that what of digital measurement presentation by Jane Ostler Kantar Insights UK)
6. There is an opportunity to optimise your brand voice and audio ad effectiveness by leveraging the power of sonic branding and creating an audio logo for your brand. Advertisers should also follow other best practice guidance in developing creative specific to the audio platform, involving the listener who creates their own mental pictures, using music to create memory and having a regular conversation as radio and podcast consumption is habitual. (Source; Optimise your Brand Voice presentation by Ralph van Dijk, Eardrum)
7. Creative optimisation plays a key part in maximising attention. Amplification effects can help lift standard ads' effectiveness. A consumer is 27% more likely to look at a standard ad after exposure to a high impact ad (due to the effect of priming). The higher the perceived similarity in creative the greater the amplification effect. (Source; Planning for Attention presentation by Evan Russell, Inskin Media and Niki Brown, Woolworths Group)
8. Marketing attribution experiment principles applied by IAG in their large experiments on the ROI of search included measuring causality and comparing the impact of running with not running marketing, understanding uncertainty and ensuring the proposed approach is scaleable and repeatable. (Source; Making the most of search in your digital mix presentation by Matthew Daniell, IAG)
9. Consumer behaviour is driving convergence between traditional TV and digital video at a rapid rate and global OTT spending expected to double in the next 5 years. Connected TVs challenge is finding measurement standardisation in an extremely fragmented market place. The measurement solution is a combination of Automatic Content Recognition (ACR technology enables tracking after a consumer agrees to share what he/she is watching during TV install) and Universal ID programs. (Source; Connected TV: Over The Top Measurement by Grant Sterling, Rubicon Project US)
10. Consensus across industry bodies on the importance of currency data in the future of measurement and the benefits of collaboration across media."In order to remain relevant, it is about thinking consumer first, and really, as much the guys here are talking about the way they're developing their currencies, I still think it's very siloed in approach. And for us, if you take a consumer perspective, you want to understand how a consumer is moving across the entire ecosystem and not just within a particular channel. I think having an underpinning currency is pretty critical to understand the opportunity across the ecosystem." (Source; Victor Corones, Managing Director Magna on 'The Role of Industry Currency Data in the Future of Measurement' panel discussion)
If you would like to learn more about MeasureUp 2019, or inquire about Speaking, Panel and Sponsorship opportunities, please email Natalie Stanbury at email@example.com.