1

BRAND SAFETY, FRAUD AND VIEWABILITY

15. October 2019

MEDIA QUALITY

22

What keeps CMOs

awake at night?

Not controlling Digital Media Quality

may lead to massive damage to the brand

33

Digital Media Quality

Challenges are broader

44

Challenges to display media quality

Am I getting the maximum value for my budget?Am I harming my

reputation?

BRAND SAFETY

VIEWABILITY

AD FRAUD

IN-DEMO

55

Digital media has a higher Brand Safety risk than offline media as:

We buy less fixed

placements

RON, ROC: we don’t know

exactly where an ad

appears

Programmatic may run on

smaller long-tail sites,

especially Open

Exchange

Budgets move to User

Generated Content

Everyone can publish and

controls are patchy

Campaign runs via

thousands of long-tail

content

Walled Gardens do not

allow 3rd party (pre-bid)

blocking yet

66

There are millions supported channels on YouTube

90% of videos in a typical campaign get less than 5 views

The sheer mass of videos makes it very hard to control

AI and automated filters still struggle to understand sentiment and the content of videos

YouTube has a very high risk YouTube is aggregated long-tail: an average campaign runs

across more than 300K different videos

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

No. of views per video

77

Google now has tightened controls with tighter policies, more human reviewers and AI, however

What is good enough for brand advertisers is still not defined by the brand

Walled Gardens still seems to struggle to find all bad content

Pre-bid blocking via 3rd party Ad Verification tools is still not supported

YouTube has evolved but still does not give brands full control

FUNDING TERROR PEDOPHILIC COMMENTS

IRRESPONSIBLE YOUTUBE STARS

SHOPLIFTING HOW-TO GUIDES

WHAT COMES NEXT?

?

88 EXAMPLE MCM SK DATA

Brand safety is very client specifichowever

„% of ads that passed for

invalid traffic, brand safety,

custom keywords, custom

URL, geo, invisible URL, or

target language“

▪ IAS pass rate ≥ 93,66%

▪ Slovak media* ≥ 81%

Brand Safety

Viewability

Time in view

99 EXAMPLE MCM SK DATA

Invalid Traffic

▪ Invalid traffic rate by Slovak

media surpassed 10%

▪ IAS pass rate ≤1,07%

▪ Main reason is General

invalid Traffic (GIVT)

Brand Safety

Viewability

Time in view

1010

ViewabilityAn ad that cannot be seen (by a human) cannot have any impact

and is worthless

Ad

impression

delivered

User

Scrolls

beyond ad

User

closes

window

Screen size

too small

to see ad

Ad is not viewable

Media vendors sells

“impressions delivered”

1111 Source: https://www.afr.com/business/media-and-marketing/advertising/attention-seeking-ad-visibility-the-media-attribute-that-matters-the-most-20181118-h180x3

VIEWABILITY DRIVES SALES

Dr Karen Nelson-Field

Professor at University of Adelaide

Ex Ehrenberg-Bass Institute

“We found that ad

visibility (specifically ad

pixels) has consistently

surfaced as the media

attribute that matters the

most.”

1212

Ad Fraud is intentional activity to generate false ad views, clicks or conversions for financial gain

Bot Content Ad misplacement “Pre-Roll” in Banner

Fake user profile or location

Hidden Ads Auto Refresh

Bot Traffic

Bid Request:CNN.com

Domain spoofing

Actual site:

Fakesite.com

1313

CONCLUSION:

Many impressions

we buy don’t

have any impact

1414

The unwelcome truth

Many impressions do not have impact

1,000 Ad Impressions bought

Not in-demo

Not viewable

Many impressions we buy do not have impact

Not brand safe

1515

There is a lot of talk about Transparency & Quality, leading to Complexity & Confusion with dozens of new metrics

Simplify the discussion about Digital Media Quality

CPCV

Brand-

Safety rate

Viewability Rate

vCPM

Fraud Rate

Blocking

rate

SIVT

Bot traffic

View-

Through

rate

Video

completion rate

Invalid Traffic

1616

ad fraud free

2. AND ad fraud free

A Quality Impression has to meet

three conditionsviewable

1. viewable

brand safe

3. AND brand safe

QUALITY

Introducing the Quality Impression

1717

ad fraud free

viewable brand safe

QUALITY

Only One single KPI matters: the Quality CPM

QCPM =COST

Quality Impressions

viewable

& ad fraud free

& brand safe

1818

The Quality CPM is not a trading currency (yet),

01 02QCPM AS

OPTIMISATION KPIWe pay for Quality

Impressions

1919

Understand the gap between buying CPM and Quality CPM

* Industry averages

1,000

500 465 446

Impressions Viewable Impressions Viewable & fraud free Viewable & fraud free & brand safe

CPM€10,00

CPM €20.00

CPM 21.51

QCPM €22,40

We buy 1,000 impressions… …and only 45% may meet quality requirements (excl. in demo)

~93%*~96%*

2020

Once we measure QCPM, we can optimise it

Advertising Impact:

Index 100Counting all impressions we

buy, even if they are

worthless

Advertising Impact:

Index 100The advertising impact stays the same

even when not counting worthless

impressions

Advertising Impact:

Index 150We may be able to optimize the

share of quality impressions, adding

the value at a QCPM of €15

QCPM: €15

Buying CPM: €10

QCPM: €22.4

2121 Source: Using Data to Drive Solutions to IVT, Viewability and Ad Blocking, Comscore, July 27, 2016

Quality saves money

124

100

Open Exchange Premium Deals

Index QCPM

Quality measured: 100% in view for >5s OR 80% >30s AND Fraud Free AND Brand Safe

Premium Inventory has

24% lower QCPM

100118

141168

At least

50%

At least

55%

At least

65%

At least

70%

Ad viewability has non-linear

effect on sales lift

Impact of Viewability on Index of Sales Lift

2222 Source: Mediacom FMCG client Media Mix Model

Quality Media drives ROI

Quality measured: 100% in view for >5s OR 80% >30s AND Fraud Free AND Brand Safe

28

29.8

<5 Sec > 5 Sec

Brand Awareness

Longer exposure drives higher

Brand Impact

Source: Mediacom FMCG client Media Mix Model

TVCINEMA

PREMIUM VIDEO

ON DEMAND

ROI

Viewable,

Fraud-Free,

Brand-Safe

Premium video has higher ROI

than TV or Cinema

2323

Sample headlineAdopting the QCPM will change media plans to higher impact and ROI

• Struggles with viewability, especially 2 seconds+ for video

Good on in-target reach and low ad fraud

• Brand safety cannot be measured currently

• Struggles with brand safety but whitelisting (Open Slate,

Google Preferred) limits risk

• Good on viewability and low ad fraud

• Mixed on in-target reach, Google demo data mainly

modelled

Catch-up TV

& Premium Publishers

• Suddenly looks much cheaper due to high quality

• In-target reach a challenge, needs good

Programmatic Data

Video networks• Lots of low quality video will be weeded out

• Will look much less attractive

In-page and in-game• May have been considered low quality as not Pre-Roll

• Will do well on QCPM

2424

Ad Verification Toolsare the foundation for managing Digital Media Quality and

the new source of truth

Ad Fraud

?

Viewable?

URL Analysis

Inbound / Outbound links

Semantic Analysis Metadata Analysis

2525

SK media and viewabilitymeasurement

▪ Media are not prepared formeasuring viewability

→ Not meeting the standards

→ Misunderstanding of set upprocess

→ Misunderstanding theterminology

▪ Media are (slowly) trying to set up the right process formeasuring viewability and usage of viewable formats

Brand Safety

Viewability

Time in view

2626

We have

Zero Tolerance

to Ad Fraud

PROGRAMMATIC

FRAUDULENT IMPRESSION IS NOT BOUGHT

DUE TO PRE-BID BLOCKING

Fraudulent site is placed on blacklist

DIRECT BUYS (Insertion Order)

WE MAY BUY THE IMPRESSION BUT THE AD

VERIFICTION TOOL BLOCKS RENDERING THE AD

Fraudulent site is placed on blacklist and

vendor will be asked for compensation

2727

• Introducing our new colour palette

Contacts

Media & Interaction Director

juraj.janosovsky@mediacom.com

+421 2 5010 6334

Karadžičova 8, Bratislava

Slovakia, http://www.mediacom.com

Juraj Janošovský

+421 910 719 999

Thank you

2828

QUESTIONS?

Brand Safety

Viewability

Time in view