SlideShare ist ein Scribd-Unternehmen logo
1 von 41
Downloaden Sie, um offline zu lesen
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 viewability
Some studies show ads with an opportunity to see aren't viewed
Ad viewability
The 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

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 

Kürzlich hochgeladen (20)

Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 

Online Ad Viewability

Hinweis der Redaktion

  1. Read more: http://www.businessinsider.com/ipad-mini-most-popular-mini-tablet-eye-tracking-study-2012-11#ixzz2sXvuvzDM
  2. Definition of viewability – MRC & US model = 50% of an ad in view for 1 continuous sec or longer4 Methods to track viewabilityOnly vendor in market using all 4 – and we take out SAD2 ways to engage 1 - Post buy, optimisation within plan 2 - Pre-bid, based on past exposure and probability