online ad viewability

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