MediaSense’s digital media performance platform DiPA™ helps our clients achieve better performance improvement opportunities across their entire digital marketing ecosystem: improving quality, reducing wastage and increasing efficiency. The following use cases outline the benefits gained from granular analysis of your digital media performance:
KPI Selection: Evaluating KPI setting
Observation: Video KPIs focused on delivery but key video and verification metrics missing
Implication: Campaign success based on served impressions rather than actual quality inventory and video metrics
Recommendation: Update video KPI framework to focus on quartile video performance of viewable, brand safe and fraud-free impressions
Outcome: Video viewability (+28%) and completion (+16%) rates improved
Planning & Investment: Unpacking sponsorship to maximise awareness
Observation: Brand sponsorship package was bought at a premium but mainly delivered run-of-site inventory
Implication: Sponsorship’s key objective of driving awareness was hindered due to a lack of high-impact inventory being served
Recommendation: Client was due a partial ‘make-good’ due to challenging investment levels and client approach to sponsorship accountability increased considerably
Outcome: Client refunded +6% of sponsorship value and now receives granular planning documentation for all sponsorship activity
Delivery & Quality: Investigating brand safety restrictions impacting quality
Observation: Agency had stopped spending with a key partner due to brand safety violations being triggered
Implication: Campaign reach was reduced and CPMs increased when partner was dropped, however closer analysis highlighted brand safety settings were overly restrictive
Recommendation: Brand safety guidelines were updated to be consistent with other media channels and key partner was reinstated
Outcome: Updated brand safety guidelines led to cost-per thousand unique users to drop by -9%
Optimisation: Improving optimisation best practice
Observation: Sites showing significant viewability variances when looked at on a format-level, even when strong results were reported at site-level
Implication: Campaign viewability could be significantly improved if poorly performing site-format combinations were removed
Recommendation: Build optimisation guidelines for all future campaigns to push viewability performance
Outcome: Avg. display campaign viewability increased by +43%
DiPA™ (Digital Performance Analytics) is an auditing system specifically designed to evaluate campaign performance in digital media channels and technology platforms. Find out more: www.media-sense.com/dipa