Interact 2017 Keynote speech: Delivery Chain Quality by John Montgomery, VP Global Brand Safety, GroupM

1. YOU GET WHAT
YOU PAY FOR
(GOEDKOOP IS
DUURKOOP)
1

2. DIGITAL MEDIA HAS BEEN IN THE NEWS RECENTLY

3. WAIT, IT GETS WORSE

4. The push for efficiency

5. COULD THERE BE A RELATIONSHIP BETWEEN
THE PUSH FOR
EFFICIENCY
AND
DIGITAL QUALITY?

6. CPM
6

7. THE RISK TO PUBLISHERS
YOUR
AD
HERE!

8. YOU CAN BUILD A
CAMPAIGN OUT OF
NON-EXISTENT
IMPRESSIONS

9. THE BASIC TRUTH
An ad that cannot be seen
(by a human) has no value
“

10. HOW DO WE TURN
THIS AROUND?
10

11. WHAT IS QUALITY?
11
An ad that is seen, by a human, in the assigned
demographic and in a safe environment

12. At Least 50%
At Least 55%
At Least 65%
At Least 70%
100 118 141
© comScore, Inc. Proprietary.
IMPACT OF VIEWABILITY ON INDEX OF SALES LIFT
168
CLIENT A CASE STUDY ACROSS CPG CATEGORY
GROUPM CONFIDENTIAL
AD VIEWABILITY DRIVES SALES LIFT
12

13. 0%
20%
40%
60%
80%
100%
Q4 2014 Q2 2016
GroupM
Standard
MRC Standard
QUALITY AND VIEWABILITY INCREASE IN THE US?
*MOAT BENCHMARKS FOR MRC & GROUPM VIEWABILITY STANDARD
FOR DIRECT SOLD VIDEO INVENTORY Q4 2014 VS Q2 2016
VIEWABILITY TREND WHAT DID WE LEARN IN THE US?
• Trading leadership is key
• 95% of US vendors now accept US’ standards
• (it took nearly two years)
• Decision to introduce higher standards vindicated
• We should have started tagging earlier!
• Client support was vital
GROUPM CONFIDENTIAL

14. LOW FRAUD/HIGH QUALITY CLIENTS BUY PREMIUM INVENTORY
GROUPM CONFIDENTIAL
0
5
10
15
20
25
30
35
40
ANA/WHITEOPS 2015 FRAUD STUDY
NHT % By Advertiser
%FRAUD
14

15. WONT VIEWABILITY INCREASE THE PRICE OF INVENTORY?
ACTUALLY, QUITE THE OPPOSITE

16. WHAT CAN
YOU DO?

17. THANK-YOU
john.montgomery@groupm.com
@taxidodger