The 30 day PV window is still rife

Posted: Oct 1, 2013 in Agencies, Data, Display, Prospecting
Tags: , , ,

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It continues to disappoint me when I hear about large blue chip clients working on the default 30 day PV (post view) cookie window for display campaigns and then accepting 100% of the PV conversions. Not only this, but in most cases no viewability tech is being used.

When looking at your PV cookie window, typically it should be set to mirror what you have deemed to be the average consideration time to purchase as well as taking into account the ad format.

On the other hand, you want to avoid coming up with an arbitrary PV window which so many brands do.

Fortunately there is a robust way of finding out what percentage of PV conversions are genuine which you can use for future campaigns. This is called a ‘Placebo Test’. You would run an A/B test with one of your creatives adserved alongside a charity creative. Post campaign you minus the in view PV conversions which the charity creative delivered (which are obviously incorrect) from the in view PV conversions your brand creative delivered. This will leave you with the remainder of in view PV conversions which you can class as genuine. Work out what the percentage of genuine in view PV conversions were and then you can use this percentage within the buying platform which will mean only the percentage which has been proved genuine in the past will be accepted and attributed for the current and future campaigns.

Ideally you should expect the ‘Placebo Test’ to look something like the below. If both lines are similar then the banners are not working on a brand basis and they therefore don’t offer any value outside the click. The mention of ‘Placebo’ below would be a charity creative.

PV

Things to consider:

  1. You need £10k media investment
  2. Banners incl. charity banners
  3. Partner eg. MediaMath, DBM or Media IQ
  4. Viewability tech eg. Spider.io
  5. You only have to run it once per product

By overvaluing a channel like display has two main consequences 1. Wasting marketing budget as you could re-allocate some of the display budget to other better performing channels and 2. An algorithm optimising on bad data will only mean that it will aim to optimise towards that bad data more.

On the subject of display wastage, I recently worked with Exchange Wire on an article about my frustrations of DSP’s not integrating with third party viewability tech and the impact.

If agencies and brands stop wasting marketing budget and run display campaigns as they should be done in a more genuine way, the channel will then get the respect it deserves.

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