Does brand measurement need to be fixed?

February 24, 2014

On January 30th, I attended a Google Speaker Series session during FFWD Advertising & Marketing Week. The session was led by Owen Charlebois, Google Canada’s Head of Market Insights (formerly, President of Arbitron’s Research and Technology group, C.E.O. of BBM Canada, and President of Gallup Canada). The two hour session presented Google’s vision for a holistic, cross-media and cross-platform brand measurement strategy that captures the full value of digital and offline media.

The need for new brand measurement

Brand measurement across multiple touch points is siloed in the status quo, and silo measurement is proving to be a disservice to advertisers. As more people opt to “cut the cord”, the time spent on the internet has increased by 450 per cent in the last decade. As a result, the industry needs to shift towards a holistic, comprehensive view of all consumer touch points. Such measurement tactics equip advertisers with cross-media data, enabling them to optimize their advertising investments across multiple channels.

Charlebois alluded that Google will be releasing a “Brand Measurement Toolkit” that will include more cognitive and emotional KPIs. Google’s vision for brand measurement will be highly based on the “See-Think-Do” framework developed by Avinash Kaushik. With this new tool, advertisers will understand whether their campaign was seen by the right people, what they thought and what they did. According to Charlebois, having access to this information can improve ad targeting and empower advertisers to touch the right consumer, in the right context at the right time.

Engagement > Exposure

In developing this vision, research tapped into the hyper-connected “Generation C” and the value that TrueView video ads have brought to the world of advertising.

If you’ve ever watched a video on YouTube, you know there is often a pre-video advertisement with an option to skip after five seconds. You may have questioned the value of these ads, and their cost, given that “most people choose to skip anyway”.

The Google Vision

Fact: 59% of Gen C would watch a video if it was short (< 2minutes).

Fact: With TrueView Ads, Google only charges advertisers IF a user chooses to watch past the ad (instead of skipping it).

Goodbye “Impressions”. Enter: Viewabilty: the KPI that is considered to be the new “impressions standard” for both buy and sell.

According to Charloebois, skipabble ads are a good thing- allowing advertisers to target the audience segment most engaged with their content. “The more attentive, the more loyal, the more involved an audience is with a program, the more susceptible they are to advertising.”

Future of measurement starts with engagement: Audience Engagement, Content Engagement, Ad Engagement.

This is an example of a highly successful Trueview ad that was presented in the session. Isn’t it the one of the most engaging ads you’ve seen lately?

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  1. Thanks Ranya…those are some deep thoughts! I agree the Messi vs. Kobe selfie spot is engaging — I would definitely watch it IF I knew it would be that good. But without a positive testimonial from a trusted source (i.e. you), I may choose to skip it out of habit. I often wonder if the DVR will kill the .30 second TV spot, but I’ve read stats that say that, in fact, many people actually don’t fast forward through the ads even on recorded programs. And also that some marketers still feel they get value even when someone watches their ad at 4x the speed…or they actually design ads to still resonate even in FFFWD. Regardless, your point that measurement in silos will soon by the T-Rex of marketing is poignant, and as marketers we better be open to change!