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Measuring programmatic success with metrics helps media buyers see where they might need to change their strategy.

Metrics Reporting: How to Translate Programmatic Success

October 12th, 2015   ||    by Monta Monaco Hernon

Programmatic TV has much to offer in the way of audience targeting and allows media buyers to deliver a client’s message to the most promising customers. However, even though the analytics suggest the best possible outlets, this does not automatically translate into campaign success. Metrics reporting is just as important in the programmatic arena as it is in traditional advertising when determining whether ads worked as intended. However, while some means of measurement and the terminology used to describe the results translate well from one to the other, there are also differences due to the data-driven nature and real-time optimization of the programmatic buy.

Blending Two Worlds

Advertising on linear television has been tied to Gross Rating Points (GRPs), which measure the percentage of people or households watching a particular piece of content compared to the total number of people or households watching television. One rating point equals one percentage of the possible audience, explains the Houston Chronicle. For example, if 35 percent of the population measured (as with a Nielsen panel) tunes into a particular show, that content has 35 rating points. This number adds up based on the number of times the advertisement is seen (its frequency). Media buyers use this type of metrics reporting to help determine ad placement and value.

To facilitate cross-platform measurement, organizations such as Nielsen and comScore are attempting to evolve the GRP to accommodate the digital world, reports MediaBuzz. The so-called iGRP would take into account the ability of programmatic buying to target specific audiences and process data in real time. For instance, while the original GRP does not necessarily indicate a successful campaign (because it doesn’t specify whether the right demographics were tuned in), the iGRP allows media buyers to evaluate their strategy based on whether the desired viewers were reached.

Choosing Well

To not only correctly measure a programmatic ad, but also to target it properly in the first place, it is important to choose key performance indicators (KPIs) that take advantage of the rich data available. For example, if one goal is company awareness, brand lift, message recall, and purchase intent would be reasonable KPIs, according to a case study by BrightRoll. With these in mind, the right data set can be studied to determine whether a campaign successfully met its goals.

A concept called attribution analyzes data in order to determine which touchpoints of the customer’s journey contributed the most to that individual converting or taking action related to the campaign. This level of granularity allows buyers to determine which components of the advertising strategy, including programmatic TV, were the most effective. By bringing in data from multiple sources—customer data as well as demographic and behavioral data from third-party sources—attribution can help focus cost per action on the specific market segment targeted. All relevant conversions are credited to the particular buy.

These techniques also play into the ability of the data to drive real-time optimization of a programmatic campaign. The detailed analysis could show that a particular buy was not as effective as expected. Buyers can reallocate resources to make sure the advertisement has the most impact, results, and return on investment, which, after all, is the ultimate measure of success.

To learn more about the metrics used to measure programmatic TV and how to interpret them, contact Videa.

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