Measured | July 27, 2022
Measured, the leading spend optimization platform for DTC advertisers, today released The State Of DTC Marketing Measurement, a new research report that explores how direct to consumer (DTC) marketers are navigating budget optimization and measurement challenges associated with ongoing upheaval in the advertising industry. Based on a recent survey of DTC marketers, conducted by media metrics consultancy Sequent Partners, the report reveals where marketers are allocating their ad spend, how they collect and manage data for performance reporting, and what tools and technology they are using to connect media investments to business results.
“New privacy rules restricting user-level tracking and shortening attribution lookback windows have had a significant impact on measurement systems and capabilities for media platforms and attribution vendors,” said Alice Sylvester, Partner at Sequent Partners. “These challenges, added to rapid shifts in consumer behavior caused by unpredictable global events, have kept marketers in reactive mode for the past few years. This research captures the current mindset of DTC marketers and evaluates how they are preparing for an unpredictable future.”
Survey responses were collected from 300+ DTC marketers, director level and above. Some of key findings include:
The greatest challenge for DTC marketers is accessing and synthesizing accurate data from disparate sources.
64% of DTC marketers spend over nine hours per week on reporting activities, with some roles spending upwards of 25 hours per week compiling performance reports.
Despite reported inaccuracies, more than 80% of DTC marketers still rely on click-based data as their primary source of media measurement.
Marketers overwhelmingly agree experiments and testing significantly improve their decision-making confidence.
Last touch is hard to quit
Despite the well-documented inaccuracies of last-click attribution, most DTC marketers are still using data from platform reporting as their primary form of measurement. 69% of marketers indicate data accuracy as a main concern, yet 81% are confident in their ability to tie media spend to business results. Findings indicate brands are either performing additional analytics, like incrementality experiments, to get a clearer picture, or they’re hazardously taking platform data at face value.
Experiments lead to confident decision-making
The methods least used currently by marketers as their primary form of measurement are incrementality experiments (4.7%) and multi-touch attribution (MTA), at 2.5%. As privacy-related challenges continue to erode the validity and popularity of MTA, marketers are increasing investments in tools and technology for in-market testing and experimentation, which can be executed without tracking users. 80.2% of respondents say testing and experiments make them more confident about media decisions.
Data is more abundant, but still unmanageable
With data management issues topping the list of challenges faced by DTC marketers, it is unsurprising that reporting efforts take up so much of their time. In contrast, the vast majority of marketers (82.4%) state that they have a single source of truth for marketing data. The contradiction suggests these systems are still inadequate for normalizing data from disparate sources and providing fast and reliable access to cross-channel insights.
“While the landscape has changed a lot and the past few years have been turbulent for so many reasons, what marketers want has remained consistent. They need to know where to put the next dollar for the best possible results - and they need to trust where they’re getting the answers,” said Trevor Testwuide, CEO and co-founder of Measured. “For brands, this research confirms that they are not alone in the seemingly endless pursuit of reliable insights. For Measured, it confirms where we need to focus our energy to provide the most value for our clients and guide them to a successful future.”
Measured is an advertising spend optimization platform built to help DTC brands make smart media investment decisions. With the only proven approach that can demonstrate the true incremental business contribution of each ad dollar spent, Measured provides reliable ongoing insights, regardless of industry changes in ID tracking and data privacy policies. Measured incrementality experiments are expertly designed for every marketing channel and are powered by a marketing data warehouse (MDW) that is custom built for each individual brand.
Since 2017, brands like Crocs, Parachute, Rothys, Ruggable, and Vuori have relied on incrementality insights from Measured to maximize media performance and drive business growth. For more information, visit measured.com.
Quotient | August 18, 2022
Quotient (NYSE: QUOT), the leading digital media and promotions technology company, today announced its digital out-of-home (DOOH) multi-touch media measurement capabilities within the Quotient Analytics Platform. Advertisers, retailers and agencies can access near real-time attributable sales and return on ad spend to enable meaningful adoption of DOOH as well as visibility into the channel’s role within holistic omnichannel campaigns.
OOH ad spend is expected to increase 12% this year according to estimates from GroupM, a number that could rise as more marketers come to understand the contribution of the medium to overall campaign performance. Quotient’s solution provides ad buyers with unique, granular insights into DOOH ad performance based on venue (billboard, mall, gym, etc.), designated market area (DMA), or creative type at any time during the campaign flight. This robust data set provides a means for advertisers to justify their ad spend and optimize their campaigns based on specific performance indicators.
“It’s more important than ever that ad buyers feel comfortable with their investments and can validate them. Increasingly, that validation means linking campaigns, or a specific part of a campaign, directly to metrics that directly impact the business, like sales,” said Norm Chait, Senior Director, OOH Practice Lead at Quotient.
“It’s more important than ever that ad buyers feel comfortable with their investments and can validate them. Increasingly, that validation means linking campaigns, or a specific part of a campaign, directly to metrics that directly impact the business, like sales,” said Norm Chait, Senior Director, OOH Practice Lead at Quotient. “With this enhancement, our customers are able to gain important insights into where their campaigns are providing the most value, gaining deep insights on a specific channel like DOOH, but also big-picture information across the entirety of an omnichannel campaign.”
Clients can access attribution and measurement data within Quotient’s self-service platform or through the company’s managed services capabilities.
For more information visit www.quotient.com.
Quotient (NYSE: QUOT) is the leading digital media and promotions technology company that creates cohesive omnichannel brand-building and sales-driving opportunities to deliver valuable outcomes for advertisers, retailers and consumers. The Quotient platform is powered by exclusive consumer spending data, location intelligence and purchase intent data to reach millions of shoppers daily and deliver measurable, incremental sales.
Quotient partners with leading advertisers, publishers and retailers, including Clorox, Procter & Gamble, General Mills, Unilever, CVS, Dollar General and Peapod Digital Labs, a company of Ahold Delhaize USA. Quotient is headquartered in Salt Lake City, Utah, and has offices across the US as well as in Bangalore, Paris, London and Tel Aviv. For more information visit www.quotient.com.
Ad-lib.io | July 18, 2022
Ad-Lib.io, a Smartly.io company and a leading next-generation Creative Management Platform (CMP), announced today the release of the next generation of Personalize™, Ad-Lib.io’s award-winning cookieless platform for creative management, media alignment and creative intelligence all in one place. Personalize 2.0 delivers breakthrough capabilities to accelerate and scale campaign activation while ensuring brand governance and improved campaign addressability cross-channel.
As a result of these advances, advertisers are experiencing a range of ROAS benefits, including:
28% reduction in time required to link media and creative strategies in a single digital workspace,
4x faster campaign builds with on-brand assets, published and approved automatically,
85% fewer clicks to build personalized variants for every audience in their media plan, and
Up to a week’s advance notice prior to the onset of campaign fatigue, thanks to AI-driven modeling, along with the creative data insights to tune performance at the variant level.
“Scaling campaigns significantly while comfortably reducing production time has been simply delightful,” said Barbara Piras, Group Head of Digital Marketing at TUI Group. “Adding Ad-Lib.io’s technology to our marketing workflow has opened a new world of creative possibilities I’m excited to explore in the future.”
“Our hyperlocal marketing strategy has been instrumental to our success, and Ad-Lib.io is a key partner in helping us scale our reach and creative effectiveness in record time,” said Dean Weaving, Director of Brand Media Operations at Deliveroo. “Their platform has brought our creative and media teams together at a high level of collaboration and coordination, time and time again. We look forward to continuing our work, leveraging their platform, to bring the same relevant, on-target advertising to a multitude of highly differentiated localities.”
“According to a recent WBR Insights survey, only 10% of advertisers felt that their creative and media teams were aligned. This disconnect leads to a number of inefficiencies and sub-optimal results, and it is a core challenge addressed by our platform,” said Oli Marlow Thomas, Ad-Lib.io Founder.
“According to a recent WBR Insights survey, only 10% of advertisers felt that their creative and media teams were aligned. This disconnect leads to a number of inefficiencies and sub-optimal results, and it is a core challenge addressed by our platform,” said Oli Marlow Thomas, Ad-Lib.io Founder. “Our goal is to transform the creative production process into one that is easier, faster, more collaborative, data-advised and better aligned to media strategies.”
With Personalize 2.0, advertisers can now execute multi-market activations across channels in fewer steps, integrate with leading media platforms to instantly pull in target audiences and publish approved creatives while reducing the risk of creative rejection. Advertisers can also build targeted creative campaigns and test and learn strategies at scale in minutes, across display, video and social. AI can be leveraged at every step along the way, from asset cropping for quick and easy image editing across channels and formats, to fatigue alerts to prevent premature decline in campaign performance. Best of all, in-line performance reporting reduces the campaign optimization effort to just a few clicks.
Ad-Lib.io, a Smartly.io company, provides the leading next-generation Creative Management Platform for marketers at the world’s largest brands to enable them to scale their digital creative. Ad-Lib.io connects creative and media workflows using intelligent automation, making it easy and fast to produce and optimize relevant ad creative across all digital channels. These ads are 60% more cost-efficient to produce, according to Ad-LIb.io’s customers, including TUI, Estee Lauder, IG, Pizza Hut and other global brands.. Recently acquired by Smartly.io, Ad-Lib.io was founded by former Google executives who understood the need to close the wide gap between creative concepts and digital media execution.