viewability: moving towards meaningful measurement€¦ · * moat analytics benchmarks, desktop...
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VIEWABILITY: MOVING TOWARDS MEANINGFUL MEASUREMENT
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VIEWABILITY: WHAT IT IS
*Standards for Display (and Video) are consistent across devices, based on interim Mobile Viewability Measurement Guidelines.
Viewability measurement aims to understand if a digital ad had the opportunity to be seen, and thus the chance to make an impact
IAB Display Viewability Thresholds at a Glance*
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VIEWABILITY: WHY IT IS IMPORTANT
Source: Integral Ad Science, Media Quality Report, Q3 2015
Viewability Rates by CountryIn-View based on MRC definitions (Display, Q3 2015)
45.5% 47.0% 42.2%43.2%
USAUK France Australia
39.8% 46.3%
DirectNetworks & Exchanges
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VIEWABILITY: WHY 100% IS UNREALISTIC
* Moat Analytics Benchmarks, Desktop Display, Q4 2015, Global
Viewability Composition
ViewableAt least 50% of ad displayed in active viewport for at least 1 second
Out of FocusAd displayed in inactive tab
Out of SightAd displayed in active tab, but no part of ad viewable
Missed Opportunity (Area)Ad partly viewable, but less than 50% of pixels
Missed Opportunity (Time)At least 50% of ad viewable, but for less than 1 second
Viewability Diagnostics provided by
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VIEWABLE INVENTORY IS SCARCE
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PageSkinWraps around an entire webpage
PageSkin EdgeExtended creative sidebar
PageSkin PlusExtended header unit
RESEARCH BACKGROUND: INSKIN FORMATS
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MOVING THE DIAL BEYOND VIEWABILITY
Objective Exposure Engagement Impact
Ad Effectiveness
Brand - Consumer Interaction
Loop
Strategy, creation & buy
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A CROWDED MARKETPLACE
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BIRTH OF A RESEARCH PROJECT
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PROJECT “VENDOR AGNOSTICISM”PROJECT “VENDOR AGNOSTICISM”
Source: Are your digital ads seen? It depends who you ask ... October 2015
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Vendor Agnosticism
Re-Thinking Standards
Viewability Study
InSkin In-House Research FaR Partners Study
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Vendor Agnosticism
Re-Thinking Standards
Viewability Study
FaR Partners StudyInSkin In-House Research
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RE-THINKING STANDARDS
% Viewability skin =VPh
SPh + Constant, where
Constant =TParea+BParea
w1+w2≥ 0 , thus
Creative not in view if 𝐕𝐏h𝐒𝐏h
< 30%
NB: % Viewability skin anywhere on page must be less than (or equal to) viewability at the top or bottom of the page.
Website
Top Panel
Bottom Panel
Sid
e P
anel
Viewport
TParea
BParea
VPh
SPh
w1 w2
Sid
e P
anel
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ISSUE: RATIO OUTWEIGHS “OPPORTUNITY TO SEE”
30% > Vratio > 30%
Creative Message = “Viewable”In-View Assessment = Not viewable
Creative Message = “Viewable”In-View Assessment = Viewable
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Vendor Agnosticism
Re-Thinking Standards
Viewability Study
InSkin In-House Research FaR Partners Study
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DIGITAL LEADERSHIP VIEWABILITY STUDY
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DIGITAL LEADERSHIP VIEWABILITY STUDY
Media Consultancy FaR Partners conducted in-depth interviews with Senior Digital Executives on the
Agency and Publisher side, and surveyed them on the Future of Viewability…
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DIGITAL LEADERSHIP VIEWABILITY STUDY
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DIGITAL LEADERSHIP VIEWABILITY STUDY
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DIGITAL LEADERSHIP VIEWABILITY STUDY
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MOVING THE DIAL BEYOND VIEWABILITY
Objective Exposure Engagement Impact
Ad Effectiveness
Brand - Consumer Interaction
Loop
Strategy, creation & buy
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A CROWDED MARKETPLACE
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NEXT STEPS
DWELL TIME ACTIVE IN VIEW TIME
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CAMPAIGN OVERVIEW Campaign Name: UPI Hail Caesar Feb 16 Campaign Dates: 08/02/16 – 28/02/16 Format: PageSkin Plus Desktop & Tablet Target Audience: 25-54 Markets: UK, IE, AU
Demo link: PageSkin Plus (Desktop) Demo Demo link: PageSkin Plus (Tablet) Demo
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CAMPAIGN PERFORMANCE
TargetingBooked
ImpressionsDisplayed Ad Impressions
Clicks CTR % Unique Users
UPI Hail Caesar Feb 16 AU 600,000 600,462 9,201 1.53% 333,254
PageSkin Plus AU 25-54 399,500 399,955 3,634 0.91% 221,434
PageSkin Plus Tablet AU 25-54 200,500 200,507 5,567 2.78% 111,820
Key Campaign Stats
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Ad Validation Metrics
CAMPAIGN PERFORMANCE
In-View Measurable Rate
In-View Rate In-View TimeIn-View Time > 1
Min RateTotal Exposure
Time
UPI Hail Caesar Feb 16 AU 98.51% 83.44% 79.18 s 39.64% 1,534.63 hrs
PageSkin Plus Desktop 98.70% 84.17% 79.92 s 42.16% 1,443.04 hrs
PageSkin Plus Tablet 96.3% 74.7% 69.10 s 37.12% 91.59 hrs
*Moat Analytics Benchmarks Q4 2015 (Global, Display)
Moat Benchmark (Desktop)* 99.6% 54.1% 25.0 s 5.4% -
Moat Benchmark (Tablet)* 99.2% 44.1% 15.5 s 2.6% -
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CAMPAIGN KPI BENCHMARKS
0
50
100
150
200
250
300
350
400
CTR In-View % In-View Time In-View Time >1 min. %
Rel
ativ
e B
ench
mar
k In
dex
Campaign KPI Index vs. Benchmark*
Benchmark
Campaign
*CTR benchmarks based on Google DoubleClick Display Benchmarks (Global, December 2015). In-View %, In-View Time and In-View Time >1 Min. % based on Moat Analytics Benchmarks Q4 2015 (Global, Display, Desktop/Tablet; Desktop and Tablet weighted based on impression volume distribution).
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EXPOSURE TIME MATTERS
53% 83%25s 61s
* Moat Analytics Benchmarks, Desktop Display, Q4 2015, Global** Moat Viewability Test Q4 2015, Desktop and Tablet, UK*** Goldstein, D. et al., “The effects of exposure time on memory of display advertisements” (2011)
Why does exposure time matter?
Exposure time drives recall and recognition – key
metrics that indicate how well an ad is equipped
to create relevant memory patterns***
Moat Industry Benchmark* PageSkin**
5% 34%
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INSKIN MEDIA VIEWABILITY COLLATERALInfographic Whitepaper
Available at InSkinMedia.com