online ad viewability
DESCRIPTION
My take on Online Ad Viewability.TRANSCRIPT
Online Ad Viewability
Alan King: Feb 14
VIEWABLE ADSERVED AD
An ad impression is only counted
when it has had an opportunity to
be seen
An ad impression is the same as a
server request. Counted no matter
what the conditions are.
Ad viewability
What’s the difference between viewable and served impressions?
Ad viewability
Benchmarks differ depending on the technology used to measure
Technology Overall Pub Direct Networks / Exchanges
Comscore 46% 53% 31%
Double Verify 54% 64% 55%
Integral 42% 61% 43%
Moat 56% N/A N/A
Average Viewability Benchmarks
Source: published by each respective vendor (comScore in July 2013, DV in Oct
2013, Integral in Feb 2013, Moat in Aug 2013
Ad viewability
Broad consensus that 50% of ads are never seen
Ad is served to a part of the
page a user
doesn’t see
A user clicks away
before an ad is
loaded
Ad Blockers are being
used
The browser doesn’t
have plug ins for rich
media
Ad loads on a
mobile device not configured to render it
Ad viewability
There are many reasons an ad may not be seen
Ad viewability
But what does seen really mean?
It used to be different. 100% of ad in view no specified time length
Ad viewability
That’s this
This animates for 0.5 secs in the PPT
Ad viewability
Or more like this
This animates for 0.5 secs in the PPT
1. The existing viewability standard makes sense
2. Viewability is accurately measureable
3. It’s a silver bullet
4. It’s new
Ad viewability
Myths about ad viewability
Myths via Turn: http://www.turn.com/news/four-top-myths-about-online-ad-viewability
Jakob Nielson 2007
Ad viewability
Some studies show ads with an opportunity to see aren't viewed
Ad viewabilitySome studies show ads with an opportunity to see aren't viewed
Ad viewabilityThe opportunity to see ATL
Some publisher answers to viewability
Publisher Answers Some happy media owners; advertisers risk playing into their hands
Source: Forrester / Onscroll
Publisher Answers
Many believe that simply placing ads above the fold answers the problem
Publisher Answers
Our Least viewed ad placement
Publisher Answers
Value exchange carousel
Publisher Answers
Value exchange carousel
Publisher Answers Cost per engagement ad
Publisher Answers
Some put as many ads on a page as they can
Publisher Answers
Cover the screen
Publisher Answers
Cover the screen
Publisher Answers
Cover the screen
Publisher Answers
Cover the screen
Thinking about mobile
Gartner
Mobile
We know it’s the future
Nexus 7, iPad mini, Kindle Fire HD, and Nook HD
EyeTrackShop Nov 2012
Mobile
Viewability is less of an issue
Mobile
Banners aren’t the best solution
Mobile
Will people prefer expanding ad formats on a mobile device?
Publisher Answers
Mobile
Quality targeting and relevant audience message
What’s UM Doing?
• Focus on automation
• Focus on bespoke
• Focus on content
• Focus on innovation
Ad Viewability
What’s UM Doing?
Our approach to Ad Viewability
34
The first MRC accredited viewability product that incorporates Suspicious Activity. We
continue to provide the only pre-bid viewability targeting solution in the marketplace.
+ + +
‘Friendly’
iFrames
Cross-domain
iFrames
Triangulation Flash pixel
=
Post buy – Reporting
% of ads in view on page load
% of ads in view for > 1 sec
% of ads in view for > 5 secs
Average time in view (secs)
Average time on page (secs)
Pre bid - Optimisation
Top 10% likelihood
Top 20% likelihood
Top 30% likelihood
Top 50% likelihood
Top 75% likelihood+
% of Suspicious Impressions
What’s UM Doing?
Integral Ad Science; best in class solution
Going beyond Ad Viewability
Brand Safe content
Suspicious Activity
Ad Viewability
True Viewability
Performance
Ad Viewability should not be the only consideration when measuring impression quality…
+
+
What’s UM Doing?
Integral Ad Science; best in class solution
What’s UM Doing?
Integral Ad Science: Our programmatic buying viewability beats the market through
TRAQ score optimisation
Confidential
What’s UM Doing?
Bespoke: Media summary slide 2010
What’s UM Doing?
Digital strategy has been content driven since 2004
What’s UM Doing?
Bespoke & Innovation: Inventing ad formats people want to see
Ad Viewability
In summary: A conversation about viewability is a conversation about quality
• We can now track which ads have an OTS
• Viewability benchmarks differ
• The definition of ‘viewable’ needs a lot of work
• Publishers, tech companies, auditors & various middle men can
capitalise on fear
• Lots of shady practices
• What about mobile?
Perhaps if everyone starts with quality media / data
planning, focuses on truly engaging advertising &
uses best in class tech to manage & optimise; the
industry won’t be in a pickle for long