viewability: moving towards meaningful measurement€¦ · * moat analytics benchmarks, desktop...
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VIEWABILITY: MOVING TOWARDS MEANINGFUL MEASUREMENT
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*
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
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
VIEWABLE INVENTORY IS SCARCE
PageSkinWraps around an entire webpage
PageSkin EdgeExtended creative sidebar
PageSkin PlusExtended header unit
RESEARCH BACKGROUND: INSKIN FORMATS
MOVING THE DIAL BEYOND VIEWABILITY
Objective Exposure Engagement Impact
Ad Effectiveness
Brand - Consumer Interaction
Loop
Strategy, creation & buy
A CROWDED MARKETPLACE
BIRTH OF A RESEARCH PROJECT
PROJECT “VENDOR AGNOSTICISM”PROJECT “VENDOR AGNOSTICISM”
Source: Are your digital ads seen? It depends who you ask ... October 2015
Vendor Agnosticism
Re-Thinking Standards
Viewability Study
InSkin In-House Research FaR Partners Study
Vendor Agnosticism
Re-Thinking Standards
Viewability Study
FaR Partners StudyInSkin In-House Research
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
ISSUE: RATIO OUTWEIGHS “OPPORTUNITY TO SEE”
30% > Vratio > 30%
Creative Message = “Viewable”In-View Assessment = Not viewable
Creative Message = “Viewable”In-View Assessment = Viewable
Vendor Agnosticism
Re-Thinking Standards
Viewability Study
InSkin In-House Research FaR Partners Study
DIGITAL LEADERSHIP VIEWABILITY STUDY
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…
DIGITAL LEADERSHIP VIEWABILITY STUDY
DIGITAL LEADERSHIP VIEWABILITY STUDY
DIGITAL LEADERSHIP VIEWABILITY STUDY
MOVING THE DIAL BEYOND VIEWABILITY
Objective Exposure Engagement Impact
Ad Effectiveness
Brand - Consumer Interaction
Loop
Strategy, creation & buy
A CROWDED MARKETPLACE
NEXT STEPS
DWELL TIME ACTIVE IN VIEW TIME
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
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
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% -
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).
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%
INSKIN MEDIA VIEWABILITY COLLATERALInfographic Whitepaper
Available at InSkinMedia.com