I've lost count of the number of times I've heard variations of "It's a performance campaign. My client just wants cheap inventory". At GroupM we've recently completed some m-List case study work that shines a light on cost vs. value. The m-List is our curated domain inclusion list that we apply to the programmatic campaigns we run. In the case study we compare the performance of m-List inventory to activity running on domains outside of the m-List, with both segments having the same spend levels. The average CPM for m-List inventory was double that of the other segment, but conversions were almost 4 times higher, leading to a 43% lower CPA from our curated segment. A clear indication that the "quality" conversation shouldn't be limited to Brand campaigns. There's also the additional cost to the environment to consider. Our partners Scope3 have shown that every impression we buy has a carbon footprint, and our case study shows that by investing in quality it is possible to achieve better results from half the impressions. A win for the planet as well as for the client. #MakeAdvertisingWorkBetterForPeople
This is great. Will the m-list be applied to all campaigns going forwards?
Anh-Tuan GAI
1y
Makes me wondering if agencies and DSP do really optimize performance… shouldn’t the algorithms and manual work have prove it years before? Why did e-commerce spend so much on Criteo? it sounds like SPO, algorithms should have been able to automatically eliminate the longest/less added value paths, why so much noise today? But if scope3 tells it’s better, at least it save the planet… really?
Matt Dailey
1y
Great work to move the conversation from cost to value of media and provide evidence to support it.
This is amazing, Adam Walsh. Could you disclose the percentage of domains that come from the top 100 comscore properties vs other/long tail?
Rick Flowers
1y
This is great stuff. Completely validates that our little company which has been doing the curated list approach for years is playing the game right. Quality first.
This is great Adam, definitely insightful for performance campaigns! It helps to educate our clients to a different prospective more valuable to drive meaningful results.
Keri Thomas
1y
You get what you pay for.
Great work Adam Walsh, no real surprise but as you highlighted clients need to be encouraged to understand relationship between rates and quality metrics. Good to see this being brought to the forefront.
well said !
Was performance measured by Google, like 90% of US big advertiser campaigns, or no?