Why Oracle Moat Analytics Is The Complete Brand Safety Solution For Advertising Ecosystems

Why Oracle Moat Analytics Is The Complete Brand Safety Solution For Advertising Ecosystems
B&T Magazine
Edited by B&T Magazine
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Oracle Advertising solutions (Oracle Moat Analytics) has brand-safe, suitable, and responsible media solutions that offer full-impression lifecycle support, delivering dependable incremental value to clients’ top and bottom lines.

Before investing in Oracle advertising technology, organisations have typically encountered difficulties with effectively leveraging data collected on digital ads, evaluating and comparing cross-platform performance, trusting that consumers are receiving relevant ads and monitoring as well as preventing invalid traffic.

Though as digital advertising technologies become more powerful and prevalent, brands and agencies must equip themselves with the right tools to overcome such problems.

That’s where Oracle Moat comes in. Moat is a campaign verification and performance analytics solution that not only addresses a plurality of market challenges but also helps advertisers drive a significant return on investment (ROI).

Moat enables those who buy, sell and use digital media to track and validate performance across platforms and types of media in real-time, thus giving advertisers a single, reliable source of truth. Subsequently, advertising performance becomes more transparent, empowering deeper understandings of campaign elements that can be optimised for better results.

Put another way, Oracle Moat helps JAPAC customers mature their digital advertising and measurement capabilities, improving ROI and driving efficiencies.

To more deeply explore the value of solutions delivered to clients, Oracle commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study. This study directly quantified the value of Oracle’s client-based solutions, while helping to better understand potential costs and risks.

Increased Attributable Profits

The TEI studies composite organisation was able to attribute a staggering $1.8 million over three years directly to the use of Moat and some pre-bid segments.

ROI of marketing budgets also improved by 10 per cent after three years, thus proving organisations can leverage Moat in a variety of ways to streamline marketing budgets.

Respondents were found to leverage Moat Analytics data to, optimise media budgets for viewability or other relevant metrics; audit direct ad purchases to ensure publishers contractually delivered; develop consistent and global benchmarks to inform marketing strategy/investment; perform testing to identify impactful metrics and get a full understanding of ad locations to monitor brand safety.

Unsurprisingly the utilisation of these leveraging tools proved to be highly successful. Oracle Moat with Oracle Advertising Pre-bid Segments delivered customers with a tremendous 287 per cent ROI.

“We have developed global benchmarks using Moat Analytics data and I can now tie bonuses and compensation to hitting specific Moat metrics to try to drive higher ROI or even optimise to a specific metric that we deem important for a certain campaign or market,” said one Global senior marketing director, food and beverage.

Recaptured Advertising Budgets

The TEI study also revealed that the composite organisation was able to recapture advertising budgets by reducing IVT rates, concurrently improving brand safety rates, increasing budgetary impact and saving $6.3 million over three years.

IVT rates were reduced by 53 per cent after three years to a rate of 1.4 per cent. Interviewees noted how their organisations optimised away from sites and domains with high IVT rates. This of course is a product of Moat tracking IVT rates for every ad.

Discussing Moat’s problem-solving IVT capabilities, one Global SVP of advertising operations, media agency said, “I’ve done some analysis on ad-fraud and found that we saved between $750,000 and $1.5 million optimising away from ad fraud in a given year using Moat Analytics.”

Another astounding result was that Moat improved brand safety rates by 68 per cent to 97.4 per cent after three years. This was extended campaign reach was achieved without having to compromise on brand safety outcomes.

A different, Global SVP of adverting operations, media agency, stated, “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. There are lots of different optimization techniques used for Moat metrics.”

Efficiency Gains For Analytics Teams

Moat’s centralised marketing measurement capabilities had an extraordinary effect on the downsizing of solutions teams had to work with and upkeep. The reduction in solutions quantity equated to a $574,000 savings amount over a three year period for the composite organisation.

Moreover, Moat provided its customers with consistent, reliable data that minimised the number of analytics teams and marketers had to review. These simplifications allowed for the creation of consistent metrics across campaigns and types of media for analysis. This improved the overall efficiency for campaign analytics teams by 10 per cent.

Protection Against Costly Brand Safety Incidents

In the instance of any brand safety incident, it’s very easy to map out scenarios where even a small, short-lived event can quickly spiral into being a multi-million dollar loss. Exorbitant costs aside, a lost reputation alone is also damaging enough to threaten market capitalisation. Substantiating this fact, 80 per cent of the total market value in S&P 500 companies is made up of intangibles, like brand value.

However, fortunately, brand incidents stemming from advertisements being placed in brand unsafe environments can be easily avoided with the proper tools and processes in place.

Brands can leverage Oracle Advertising safety solutions, to mitigate risk and position brands in favourable environments. This can be done through Oracle’s full-page scan and multi-term matching technology. This smart technology understands the relationship between words, ensuring greater accuracy of content categorisation.

Oracle Advertising can also be used to identify potential brand unsafe environments during the pre-bid process, guaranteeing that advertising spend is only on sites and publishers who align to brand values. Users can also leverage brand safety technology to identify sites that do contain potentially brand unsafe content and block the ads from displaying on those sites.

While this will cause some disruption to total impressions, reducing the risk of a negative PR incident far and away supersedes some loss of some visibility. Additionally, accurate page-level categorisation makes certain that over-blocking is minimised. What’s more, new opportunities will arise to reach new audiences at the right time and with the right, appropriate content.

Check out the full report HERE.

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