Indonesia; a country with more than 35 million internet users might sound very low compared to its total population, but this number is actually higher than Malaysia’s and Singapore’s population combined. Although it’s only reached around 15% of total population, significant growth will take Indonesia to be a country with 94 million internet users on 2015 (The Internet’s New Billion Report, BCG). Are you ready to face the new era of digital media in Indonesia?

Many brands are already aware and start to look at digital media as one of main channel for their campaigns. The challenge is, not many of them know how to measure its ROI and end up comparing their investment with CTR (click through rate).

Indonesia like many countries with more mature digital community has average CTR is only 0.1%. It means; out of 1,000 impressions you only get 1 click. By having CTR as the ONLY measurement you will never be able to justify your budget ROI.

To add the complexity even more, how sure are you that impressions data is correctly calculated?

Typical banner-ads campaign always relies on existing publisher’s ad-server. It’s ok if you only do the campaign in one publisher. Problem of measurement will occurs when you have more than 1 publisher in your media plan. How do you measure total impressions? How do you know the real unique users that viewed your ads? How do you know unique clicks that generated? How many users see your advertisement?

Illustration 1, typical campaign without ad-serving

If a digital campaign is executed in more than 1 publisher with no ad-serving and ad-management platform, there’s a chance where we will miscalculate ROI of campaign.

Number of unique users see and click our ad will be bigger than it suppose to. Also, we can’t add our own customize tracking points in our banners.

Customize tracking is a function that make us be able to track campaign results beyond clicks and impressions.

For instance, we created a creative banner with element of interactivity inside it to increase user’s engagement with our brand. We must know more than just click generated to our campaign website. We must know how many people are actually interact with your banner, played around with it, how many eyeballs saw our banner, how long they engaged with the banner, and how a publisher are actually overlapped with  others.

Illustration 2, Campaign with ad-serving

When we use ad-serving & ad-management platform, it will centralize all data from different publishers in our media-plan. Centralized data will support us to have a visibility to overall campaign performance and accuracy of data. Off course in order to keep the independency of data, we should have a 3^rd party independent ad-serving & ad-management platform.

Ad-serving and ad-management platform will also enable us to have more than just impressions and clicks as the measurement of our campaign. It can calculate time of engagement, indicative eyeballs, overlapping among publishers, how many people play around with your banner, frequency of your banner being exposed to a particular user, and many other ad-management functions like frequency cap, rotating 2 banners at 1 space, generate leads from rich media banner, etc.

PantauMaya’s Case Studies

• TRI- MU Campaign – Generating Leads

Period: 1 week, number of publisher: 1, Total Budget: est. IDR 10Mn. Result: 17,000 ‘warm’ leads that can be followed up with real name, phone numbers, and email.

Calculated from spent budget and leads generated; IDR 588/leads is significantly low compare to traditional way for generates leads. Beside calculate clicks, impressions, and interactions, Ad-Serving/Ad-Management platform provide database hosting for leads.

• XL Rp. 0 Campaign – Interactivity Measurement

Creative of the banner was designed to attract users for interacting with the brand. It was placed in multiple publishers. Ad-Serving/Ad-Management platform enable to track how many users that popped the balloons. This will show degree of interaction between users and XL’s banner. Campaign resulting 20% of interaction rate (20% of users see the advertisement, popped the balloon at least once).

• Djarum – Makna Puasa Campaign – Video Engagement

DJARUM wants to put their TVC as video banner in multiple publishers. Ad-Serving/Ad-Management platform enable DJARUM to have centralized video hosting and track user’s interaction with the video-ad.

DJARUM had real-time visibility of how long users viewed their video banner ad, how many users, replay event, paused, etc.

Examples of reasons for discrepancies which no ad serving party or site owner can be
held responsible for are:

-   Slow connections
-   Browser shut downs
-   Fast page changes or reloads
-   Internet related problems, connection problems, packet losses etc.

Problems caused by the elements on the site can be:

-   Slow loading site – other elements on the site where Pantaumaya tags are placed which prevents third party ad from loading
-   Other campaigns which conflict with the actual campaign and disturbs the requests.

Then there might also be issues of which the third party ad server is held responsible:

-   Advanced ads with advanced functions and scripts which all browsers/users can not load
-   Server problems at the third party machines with long response times
-   Server failure at third party

Industry standard say 10% is the upper limit of acceptable discrepancy and everything between 0-5 % is absolutely normal. The more advanced ads we see and the more advanced sites they are running on – the higher is the likely discrepancy.
With an unlucky combination of the factors above it is not impossible the discrepancy has its natural causes.

Procedure when discrepancy above 10% occurs.

1. Always try to find a discrepancy issue as soon as possible during the lifetime of the campaign. It will be a lot easier debugging the problem with the campaign running live and you still have a chance to make everything right before the campaign has ended.

2. Compare your stats with the other ad server and see if you find any patterns e.g. if there is one day where one ad server is not delivering, If you find a clear pattern or an explanation please check the validity with the 3rd party provider.

Don’t hesitate to contact Pantaumaya Support to validate your theory.

3. If nothing is found, please contact the Pantaumaya Support and provide all necessary information gathered in the process. Please also include a URL or a tag where we can see the campaign running live – this helps a lot.

4. The Pantaumaya Support Team will get back to you after investigating the issue.

1. Maven : Menggunakan tujuh atau lebih channel dan juga memiliki skor engagement di atas rata-rata

2. Butterfly : Menggunakan tujuh atau lebih channel dan memiliki skor engagement dibawah rata-rata Engagement skor.

3.Selective : Menggunakan enam atau beberapa channel saja dan memiliki skor lebih tinggi dari rata-rata skor Engagement.

4. Wallflower : Menggunakan enam atau beberapa channel dan memiliki skor di bawah rata-rata

Do you know in digital campaign the mouse over is indication how much the eyeballs watching your digital ads?

Yes that the true and the fact, because the mouse over or the cursor is representative your eyeballs. Wherever the cursor is there that leads in the direction of our eyes.