MEASURED | October 13, 2021
As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world.
Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.”
Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting.
“Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.”
said Madan Bharadwaj, CTO and cofounder of Measured.
Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments.
In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform.
Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements.
Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes.
Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation.
“Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.”
Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.
ADVERTISER CAMPAIGN MANAGEMENT
IAS | February 04, 2022
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released new research showing that consumers have become even more aware of ads on social platforms and what they consider appropriate. Surveying over 1,100 U.S. consumers, IAS explored how the use of social media and receptivity to in-feed ads has changed; 59% of consumers now say they hold social platforms responsible for ads appearing next to unsafe content.
"As the future of walled gardens evolves, our latest research will help marketers think differently about their ads and the importance of context in dynamic social media environments," said Tony Marlow, CMO, IAS. "Consumers have developed more critical eyes for ads on social platforms, so brands need to adapt as well by tapping into the latest technology to align with what's relevant and avoid unsuitable content."
eMarketer projects that U.S. ad spend on social platforms will hit $82 billion by 2023, making it more important than ever to focus on media quality and maximize these budgets. This new research revealed the following about consumers' social media behavior and how brands can adapt this year:
Growing Awareness of Ads, Plus Trust Issues Keep Consumers On Their Toes: With 96% of U.S. consumers having at least one social media account, respondents ranked Facebook as the platform they use most, followed by YouTube, and Instagram. The vast majority (85%) of consumers have engaged with a social ad in the last year, spelling big opportunity for brands. Yet, consumers have grown more aware of inappropriate ads on social platforms; in fact, 38% of consumers say the growth of fake news means they're less trusting of ads in their social feeds. Importantly, most consumers (59%) hold social media sites responsible for ads appearing next to unsafe content, compared to 36% who hold advertisers accountable.
Context Directly Impacts Favorability and Memorability of Social Ads: Almost half (47%) of consumers report having an unfavorable view of brands whose ads appear next to unsuitable content, proving the significant impact this can have on social campaigns. Yet, 46% of consumers are likely to remember a social ad if the message relates to surrounding content, while 41% would feel favorable towards these brands.
Social Shopping Booms, but Context Drives Purchase Intent Up and Down: With consumers turning to social shopping during the pandemic, ads influence this behavior. In fact, 32% of respondents are likely to purchase a product or service if the ad in their social feed is contextually relevant. Meanwhile, 60% of consumers are unlikely to purchase a product or service advertised next to unsafe content.
This new study, Social Media Ad Receptivity: Driving engagement with in-feed advertising, from IAS demonstrates how the quality and context of in-feed ads across social media impacts consumer perception, engagement, and even purchase intent. The study is based on responses from U.S. social media users in December 2021.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.
Publicis Groupe | April 19, 2022
Despite the impact of covid-19 and the Russia-Ukraine war Publicis Groupe reported organic growth of 10.5% for Q1 of 2022. The increase for the same period last year was 2.8%. Hence, the revenue growth for this quarter has been well above the financial analysts' expectations. Publicis is the first global advertising group to reveal its first-quarter results.
Publicis reports that they have seen outstanding performance in all their regions.
"All of our regions performed well," said Arthur Sadoun, Chairman and CEO of Publicis Groupe.
"All of our regions performed well," said Arthur Sadoun, Chairman and CEO of Publicis Groupe.
"The organic growth of the U.S. at +8% confirms the country's continued dynamic with a good performance of Epsilon at its core. Europe posted robust recovery at +15% organic growth, fueled by France and the U.K. Meanwhile, in Asia, we also delivered very solid numbers, with +14% organically and double-digit growth once again in China."
Publicis indicated confidence in meeting the 2022 targets set out in its full-year 2021 earnings, with current organic growth at the upper end of its previous +4 to +5 percent range. The guidance considers the robust Q1 performance and an expected solid Q2 at roughly +5 percent organic, up from +17.1 percent in Q2 2021.
"This confidence is underpinned by our truly differentiated model. Once again, we demonstrated in the last quarter that with Epsilon and Publicis Sapient integrated with our creative and media operations, we have unique capabilities to help our clients transform, grow and optimize their spend in this very challenging period", said Sadoun.
Publicis Groupe's net revenue in the first quarter of 2022 was 2,800 million euros, up 17.1% from 2,392 million euros in the same period last year. Exchange rates had a beneficial influence of 125 million euros. Acquisitions, net of disposals, resulted in a 19 million euro rise in net revenue.