“If you haven’t worked with a third-party verification company before, get a partner that will help you educate your organization. Have a partner that has done this before and can ensure a great transition process from the old way of doing things to the new one.”
The global producer of alkaline batteries, specialty cells, rechargeables, and smart power systems wanted to collect better details about the effectiveness of its advertising campaigns. Specifically, Duracell wanted to put more focus on brand safety and ad fraud in its connected TV advertising measurements. The company wanted to know not only whether customers were exposed to the entirety of its ads with sound on, but also to confirm that actual human beings were watching the ads.
Why Duracell Chose Oracle
To increase its advertising campaign efficiency and collect the metrics that it needed, Duracell ultimately selected Oracle Moat, a measurement and marketing analytics suite that is part of Oracle Advertising and Customer Experience applications. The primary reasons why the company chose Oracle Moat were its quality, intuitive dashboard, integrations with needed publishers, a focus on servicing brands directly, and competitive pricing.
“We liked the mission that Oracle Moat was known for in the industry: driving transparency, driving consumer attention, educating advertisers on the fact that they need to look at consumer attention, not just clicks. You need to know what viewability is, you need to look at AVOC [advertising visible and audible on completion]. And doing that for brands and making that your mission is why we chose to work with Oracle Moat and we’ve been very happy since,” says Jon Ones, global digital marketing senior manager.
And, while quality of service was clearly the driver for the decision, the fact that Oracle Moat was competitively priced helped tip the scales in Oracle’s favor, says Ones.
In collaboration with the Oracle Moat team, Duracell is now finding that it can improve campaign efficiency by focusing on three things: making sure ads are reaching their intended audiences, verifying they are valid and viewable, and assessing whether they resonate with in-depth TV attention data.
As a result, Duracell has seen visible progress in all three categories. Visible on complete (VOC) rates are up 27% between Q1 FY2020 and Q1 FY2021, while advertising visible and audible on completion (AVOC) rates are up 18%. In turn, these measurement capabilities are now allowing Duracell to take the next step—linking ad attention to cost. By overlaying Oracle Moat attention data with cost data, Duracell is able to further inform its buying strategies.
“That data overlay is allowing us to look at cost-per-completed-view for different ad lengths and platforms,” Ones says. “So even if the ads were on completely different platforms, we can measure the completion rate cost data to get a very granular apples-to-apples view of where we are getting the best value.”