AD NETWORKS

New Research Explores How DTC Ecommerce Brands Measure Performance and Optimize Ad Spend

Measured | July 27, 2022 | Read time : 07:00 min

DTC Ecommerce Brands
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.”

About Measured
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.

Spotlight

The goal of the EMSOC project, funded by IWT, was to explore if and how social media can support (or hinder) processes of user empowerment. The research was structured according to three main areas of interest: (social) media literacy, privacy and inclusion. An interdisciplinary team from Vrije Universiteit Brussel, Universiteit Gent and KU Leuven collaborated since the end of 2010. In particular, the EMSOC team explored the following areas: (1) opportunities and risks related to the use of social media; (2) the use of social media in work-related contexts; (3) the impact of social media on (informal) learning, creativity and cultural literacy and (4) privacy, surveillance and transparency. In the following sections we discuss these themes in more detail and we elaborate policy recommendations for key stakeholder groups accordingly.

Spotlight

The goal of the EMSOC project, funded by IWT, was to explore if and how social media can support (or hinder) processes of user empowerment. The research was structured according to three main areas of interest: (social) media literacy, privacy and inclusion. An interdisciplinary team from Vrije Universiteit Brussel, Universiteit Gent and KU Leuven collaborated since the end of 2010. In particular, the EMSOC team explored the following areas: (1) opportunities and risks related to the use of social media; (2) the use of social media in work-related contexts; (3) the impact of social media on (informal) learning, creativity and cultural literacy and (4) privacy, surveillance and transparency. In the following sections we discuss these themes in more detail and we elaborate policy recommendations for key stakeholder groups accordingly.

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Camelot Selects OneView by Roku to Help Small-And-Medium Businesses Expand into TV Streaming Advertising

Camelot, Roku, Inc. | September 12, 2022

Camelot Strategic Marketing & Media and Roku (Nasdaq: ROKU) announced today that Camelot is the first agency to join a new certified partner program to use OneView to help small and medium-sized businesses (SMBs) accelerate investment in TV streaming advertising. As an early adopter and first certified partner, Camelot will use the data, tech, and tools from America’s #1 TV streaming platform* to make it easy for SMBs to grow their businesses and achieve their marketing goals. SMBs are looking for fresh marketing channels as cookies and mobile IDs become less available. Today, 47% of SMBs say they intend to increase spend in TV streaming in the next 12 months**. TV streaming advertising offers the personalization, optimization, and performance to help SMBs succeed. On Roku, 53 percent of users say that they prefer shopping at local, independent stores***. OneView is the ad platform built for TV streaming. Brands use OneView to set up, optimize, and measure their ad campaigns. In a world where all TV ads will be automated, OneView offers software with data, machine learning, and measurement to reach more streamers wherever they are – Roku, other TV streaming platforms, desktop, mobile, and more. Marketers choose OneView because it is the only ad buying platform with Roku data and with new ad experiences that go beyond the traditional TV spot. With more than 63 million active accounts globally as of Q2, 2022, Roku has the scale and accuracy to help businesses move products off the shelf efficiently. “We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media. “We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media. “Camelot prides itself on building fact-based, insights-driven programs for our clients, which is why we chose OneView to deliver the best TV ad experience.” “For the past six years, Camelot has been a key strategic partner with Roku and demonstrated operational excellence in OneView,” said Tommy Burk, Senior Director, OneView. “We’re excited to entrust Camelot to help a broader set of advertisers accelerate the shift to TV streaming.” Camelot was the first agency to certify its traders on OneView for its Fortune 500 clients. The agency was also a launch partner with Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data for their advertising. To get started with Camelot today, visit https://go.roku.com/hQaMuxcQ1 About Camelot Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media is a Dallas-based independent agency with 150 employees in cities across the U.S. – including New York, Los Angeles and Baltimore. We partner with intellectually curious, want-to-get smarter leaders from the world’s biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. www.camelotsmm.com About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A. This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to the benefits, features and functionality of the OneView platform; trends in TV streaming and advertising spend; and the features, benefits, growth and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2021 and our Quarterly Report on Form 10-Q for the quarter ended June 30, 2022. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

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Contextual Advertising Expert Seedtag Opens US Headquarters in New York

Seedtag | July 16, 2022

Seedtag, the leader in contextual advertising in EMEA and LATAM, has today announced the opening of its US headquarters in New York. By opening its headquarters in the United States, Seedtag continues in its mission to become the global contextual advertising partner for brands and agencies. The ad tech company, with employees already on the ground in major US cities, expects to triple head-count by the end of 2022. The US leadership team will be led by US managing director Brian Danzis, joined by co-founder and co-CEO, Albert Nieto, who will be relocating to New York. Albert will be on-site to oversee International Sales, Marketing, and Finance and support Seedtag’s rollout in the US. The New York office will act as Seedtag’s new commercial HQ while the company’s development and operations hub will remain in its founding city Madrid. Seedtag’s main US office will be located in New York, with satellite offices in Miami, Chicago, and Los Angeles. Seedtag’s New York office will act as a base for a brand new team that will be led by Brian Danzis, US managing director. Brian brings over 20 years of experience and expertise in advertising, sales and marketing in North America. Brian has served in a number of leadership roles in digital media throughout his career, gaining a wealth of expertise in driving growth. He has gained a reputation as an outstanding leader, capable of rallying his teams around plans and effectively crafting and executing strategies. Prior to joining Seedtag, he served as EVP, agency solutions for VideoAmp where he was responsible for managing the national sales team. Previously, he served as global head of video & live event sales at Spotify, where he developed and executed the go-to-market strategy of the platform’s video ads business. With Seedtag's arrival in the US, American advertisers will be able to increase the effectiveness of their advertising while respecting users' privacy. Seedtag's solution is currently the leading contextual solution in Europe and Latin America, with its AI and programmes such as Seedtag LAB providing advertisers with a much deeper understanding of user interest.

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Entravision Announces Promotion of Karina Cerda to Executive Vice President of Global Marketing

Entravision | August 03, 2022

Entravision (NYSE: EVC), a leading global advertising solutions, media and technology company, today announced the promotion of Karina Cerda to Executive Vice President of Global Marketing. In this newly created position, Ms. Cerda will spearhead a company-wide effort to bring Entravision’s collective global marketing strategies together under a single unified umbrella. “We are very excited to announce Karina’s appointment to this important, new role,” said Walter Ulloa, Chairman and Chief Executive Officer. “We are very excited to announce Karina’s appointment to this important, new role,” said Walter Ulloa, Chairman and Chief Executive Officer. “Karina is a natural leader and has been a great asset to Entravision for more than eight years. Karina’s appointment is part of our Company’s long-term growth strategy as we continue to expand our operations and marketing footprint. Today, Entravision serves more than 7,000 clients in over 35 countries worldwide. Karina will be an important part of our expansion effort, working closely with each of our global businesses on branding, messaging, sales and training to promote efforts that will ultimately benefit all of Entravision’s stakeholders.” Ms. Cerda has a nearly three-decade track record in the media marketing industry spanning both Agency and Broadcast Ad Sales. She began her career in 1991 at Dailey & Associates, followed by several account management positions at Noble & Asociados, Casanova Pendrill (now Casanova//McCann), and Publicis Sanchez & Levitan, all full-service advertising agencies with diverse portfolios of national clients and that specialize in reaching Hispanic consumers. After Publicis, Ms. Cerda honed her broadcast sales experience at Univision Communications and Radio Centro, where she was General Sales Manager of Exitos. Ms. Cerda ultimately joined Entravision in 2014 and has since held the roles of Vice President of Marketing & Sales Development, Senior Vice President of Marketing & Sales Development and, most recently, Executive Vice President of Marketing & Sales Development for U.S. Media. “I am thrilled to have the opportunity to take on this newly expanded role at Entravision,” said Ms. Cerda. “We are experiencing exciting growth here at Entravision, and I am proud to be part of the team that is so diligently working to expand our global image, digital footprint and leadership position within our target markets. I look forward to building upon our stellar and passionate global marketing organization by further connecting our unique portfolio of brands to our customers, not just locally, but also to each of our new international divisions. Together we will take our brand, marketing and client services to even greater heights.” About Entravision Entravision is a leading global advertising solutions, media and technology company connecting brands to consumers. Our dynamic portfolio includes digital, television and audio offerings. Digital, our largest revenue segment, is comprised of four business units: our digital sales representation business; Smadex, our programmatic ad purchasing platform; our branding and mobile performance solutions business; and our digital audio business. Through our digital sales representation business, we connect global media companies such as Meta, Twitter, TikTok and Spotify with advertisers in primarily emerging growth markets worldwide. Smadex is our mobile-first demand side platform, enabling advertisers to execute performance campaigns using machine learning. We also offer a branding and mobile performance solutions business, which provides managed services to advertisers looking to connect with global consumers, primarily on mobile devices, and our digital audio business provides digital audio advertising solutions for advertisers in the Americas. In addition to digital, Entravision has 49 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 46 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on The New York Stock Exchange under the ticker symbol: EVC. Learn more about all of our media, marketing and technology offerings at entravision.com or connect with us on LinkedIn and Facebook.

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