hot topic: getting viewability right - digiday programmatic summit europe, 4/14/15
TRANSCRIPT
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Getting Viewability Right
Jen Witt – Director Revenue Operations, Match Media EMEA
Digiday Programmatic Summit - Amsterdam
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Another Presentation on Viewability???
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• What vendor to choose?
• Vendor discrepancies!
• Definitions still vary by country, company, rich media units, video…
• MRC and IAB US fall out with Agencies
Let’s stay focused on what we CAN accomplish and the issues that are specific to
programmatic
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Challenges buying In View Impressions Programmatically
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• Who is evaluating viewability?
• How are you buying viewable impressions?
• How are you selling viewable impressions?
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Pubs – How to Sell In View Impressions
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Create a tiered approach to rolling out in view inventory
• Choose a vendor and get an idea of your viewable inventory
• Create packages or sell PMPs for your highly viewable inventory
• Start your redesign conversations ASAP so you have time to test and roll out for
2016
Make sure advertisers know how to buy your viewable impressions
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Buyers: How to Find In View Impressions
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• Don’t throw out the baby with the bathwater
• Don’t spray and pray – talk to publishers
• If you are billing off third party numbers – consider that the best in view
impressions may not come from sites with the highest in view figures overall –
care about what you’re paying for, not the averages
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An Example of Success
• Major CPG brand needed for inventory 75%+ viewable against a specific demographic
• Campaign originally ran through a now discontinued platform, then transitioned to Google DBM
• They used ComScore to measure viewability
• We measured our viewability using Moat to determine optimal placements
• Client sent status of our viewability per tag weekly (with numbers if it dipped below goal)
• About 8 months in, one of our sites did a redesign which lowered viewability substantially on one
key placement – one phone call and optimization plan later, we were back on track
• The customer has now been running consistently for over a year and is happy with performance
• Key factors to success: Pre-launch conversation to understand what constituted success, reliable
feedback loop, and contacts at the client direct and the intermediary platform
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3 Key Takeaways
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1. Discuss what vendor is being used for measurement
2. Pubs: Know what you can do today and plan for the future
3. Buyers: Look at performance holistically
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Communication is the key to ANY successful relationship!
Programmatic offers us efficiency
but we shouldn’t forget that buyer
and sellers brainstorming together
will lead to optimal advertiser
performance
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Thank You!