Even with today’s sophisticated adtech capabilities, the advertising landscape leaves many marketers feeling as if they are trying to keep several plates spinning simultaneously. Advertisers are tasked with multiple goals: optimizing ad spend; aligning ad strategies with brand suitable environments; and staying clear of invalid traffic (IVT) and brand safety issues—all while monitoring results in real-time to refine campaigns for maximum results.
When you add the challenges of siloed data, decentralized teams and disparate platforms that fail to provide a single source of truth, the struggles can feel overwhelming.
“We’re a big organization and things were really decentralized. So, every business unit was doing things differently. We were working with separate agency teams, and so it was a little bit of a black box since the agencies owned and managed the data. There just was not a ton of transparency to it,” says a senior manager of media and data in the food and beverage industry.
The media professional was interviewed by Forrester as part of “The Total Economic Impact” of Oracle Moat Analytics, a commissioned study by Forrester Consulting on behalf of Oracle. The study aimed to better understand how Oracle’s advertising solutions impact ROI. As part of the research, Forrester interviewed six Oracle customers and surveyed 107 marketers who had implemented Oracle Moat, an ad verification and performance analytics solution, in combination with Oracle Advertising Prebid Segments which enables viewability into ad inventory, reduces IVT and helps identify brand safety segments.
Marketers surveyed by Forrester identified a variety of challenges they faced prior to using Oracle Moat with Oracle Advertising Prebid Segments, ranging from a lack of consistency in metrics to unsafe ad environments with little visibility into inventory and performance. Tracking primary KPIs proved to be another key challenge because of so many disconnected data stacks.
A global senior marketing director told Forrester that no one in their organization was even using metrics or analytics before they implemented Oracle Moat.
“Sometimes, we can only look at those metrics in the platform itself. We can’t look cross-platform, so whatever you see in one platform can’t be compared. If you’re looking at viewability within the DSP (demand-side platform) or viewability within the ads, you don’t actually know if they are comparable to one another,” said the marketing director.
Seventy-seven percent of the marketers surveyed by Forrester said they wanted to elevate the quality of data available within their organization over the next year. Invalid traffic was a major concern as well, with 91% of the survey participants confirming it was somewhat difficult to very difficult to monitor and prevent IVT on programmatic ad campaigns prior to using Oracle Moat.
“We are using the IVT metrics to optimize from bad apps and domains that have high ad fraud, and we’re looking at videos that are below the fold or are not getting fully played,” according to a global senior vice president of advertising operations who was interviewed for the study, “There are lots of different optimization techniques used for Moat metrics.”
The biggest revelation from Forrester’s research is that advertisers who were using Oracle Moat with Oracle Advertising Prebid Segments saw a 287% return on their adtech investment, driving incremental value for their overall business. Not only were advertisers able to drive three-times the ROI, they gained back $6.3 million of their advertising budgets by reducing wasted media on IVT and leveraging brand safety strategies via Oracle Advertising Prebid segments.
“We leverage the Moat Analytics data for two main tasks, we use the real-time metrics to optimize media that is currently running to improve viewability and drive better performance. We also use the Moat data to audit exactly where our ads run and work with publishers to enforce transparency, drive incremental improvement, or recoup some of the wasted money if they misexecute,” according to a global digital lead at a media agency, “Between these two areas, Moat basically pays for itself.”
One of the research participants reported they were able to drastically improve the accuracy of their brand safety classifications, no longer having to block potentially valuable ad inventory. The result: a 10% increase in campaign reach.
And that’s not all—for the marketers who combined Oracle Moat Analytics with Oracle Advertising Prebid Segments, survey findings revealed:
With the help of Oracle’s data analytics solutions and adtech, marketers were able to advance their ad targeting and measurement maturity levels and improve their return on ad spend by 10%, with benefits totaling $8.6 million over a three-year time-period.
“The metrics are deeper and more granular, so we can do a deep dive to really understand what can drive value, where we are gaining the most attention, and how to do it more efficiently,” said the senior manager of media and data, “We have created new metrics that go beyond just efficient delivery to capture efficient attention delivery.”
Forrester’s survey findings make it clear that today’s marketers require a comprehensive suite of ad measurement tools to address multiple goals. Significant opportunities can be unlocked when advertisers have access to adtech solutions that ensure every impression meets their brand safety and brand suitability objectives. The marketers interviewed by Forrester highlight how the right mix of ad measurement technology enables brands to meet their immediate goals while contributing to customer lifetime values that can be clearly measured. This end-to-end approach should be the standard across the advertising landscape, not the exception.
To find out how customers were able to drive such substantial return on their ad investments, read the full “Total Economic Impact of Oracle Moat Analytics.”