This charter study by comScore on digital advertising effectiveness was presented by Beth Uyenco, SVP of International Research, comScore - at the iMedia Agency Summit Phuket August 2012. First Asia Pacific study spanning 9 countries, 10 campaign, 347 million impressions across 329,000 sites using comScore's Validated Campaign Essentials (vCE). Interesting results for sure!

1. Changing How Asia (and the World)
Sees Digital Advertising
The vCE Charter Study for Asia

2. How well did each campaign meet its delivery goals?
 Did it reach the audience targeted?
– Right demographic or behavior segment?
– Right country?
– Free of non-human activity/fraud
 Did they see the brand’s advertising?
 Were they seen in the right environment
or context?

3. The first Asia industry study to bring 6 leading marketers
together to VALIDATE online advertising delivery
10 campaigns 9 countries
347 million impressions 329,000 sites

4. Study Objective:
Quantify incidence of successful and sub-optimal ad delivery
across key dimensions …
VIEWABILITY GEOGRAPHY
TARGET
AUDIENCE
DELIVERY
SAFETY LEVEL OF FRAUD
• Demographically
• Behaviorally

5. 65% of all the ad impressions were delivered via the notoriously
difficult-to-measure cross-domain iframes
Directory on site Same-domain iframe Cross-domain iframe
(friendly) (un-friendly)
ad ad ad
web web web
site site site
If a viewability measurement can’t see through these unfriendly iframes, it can’t
measure a substantial portion of given campaign

6. • Across all campaigns, the average in-view rate was 58%
or about 4 out of 10 ads weren’t seen
Percentage of Ads In-View for 10 Asian Campaigns
1 73%
2 68%
3 67%
Campaign
4 65%
5 54%
6 51%
7 44%
8 40%
9 26%
10 20%

7. vCE Charter Studies Compared
Viewability
ASIA 58%
CANADA 65%
EUROPE 67%
US 69%
Slightly lower levels of viewability compared to
those found for the US, EU and Canada

8. •Food & drink sites delivered strong in-view rates, while
parenting and sports sites delivered just 23% of ads in-view.
Percent of Ads Served In-View by Select Content Types
82%
71%
63% 61%
59% 57%
52%
45%
41% 40%
23% 23%
7%
This variation across categories is typically due to site layout
and page clutter

9. • Wide Skyscrapers delivered the strongest in-view rates
but there was significant variance across campaigns
with a range of 42% to 94% in-view for this ad size
Percent of A/Pac Ads Delivered In-View
by Ad Size
76%
Page location,
clutter and
50% 48% size matters
Wide Leaderboard Medium
Skyscraper (728x90) Rectangle
(160x600) (300x250)

10. • 4% of total Asian ads were delivered
outside of targeted geography
31%
• Of those delivered outside of target
geography, the U.S. accounted for nearly
% of Impressions
1/3 -- a long way from Asia
15%
9%
4% 4%
2% 2% 2% 2% 1% 1% 1%
•

11. vCE Charter Studies Compared
% of Impressions Falling Outside of Target Geography
ASIA 4%
CANADA 2%
EUROPE 7%
US 4%

12. • On a campaign-by-campaign basis, several performed
flawlessly; but others delivered more than 5% of its
impressions to the wrong geography
Percent of Ads Delivered In Geography by Campaign
1 100%
2 100%
3 100%
4 100%
CAMPAIGN
5 98%
6 96%
7 94%
8 93%
9 93%
10 92%
Sub-optimal geographic delivery is often a result of communication or
human error, and it can be remedied with in-flight alerting and blocking

13. •Although just 0.1% of total ads in the study
were delivered in brand unsafe content*
But even one exposure within undesirable
content can be damaging to the brand!
*Based on undesirable content such as pornography or hate sites. Clients can define them or we use our own settings

14. It’s mid-night…do you know how your ads are performing?
 In-view
 In geography
 In brand safe environment
 No click fraud
Together, these insights enable more accurate ROI measurement

15. vCE Improves Attribution
Day Publisher Impressions Valid?
1 C 2 x
2 B 1 
3 C 1 
4 A 1 
5 B 1 x
6 C 2 x
7 C 1 x
Without Impression Validation, the
Cookie Bomber Wins

16. vCE Improves Real-Time Bidding
Validity Nominal Effective
Impression Placement Rate Bid Bid
1 P-5 25% $ 0.50 $ 2.00
2 C-11 50% $ 0.50 $ 1.00
3 Z-7 20% $ 0.50 $ 2.50
Impression Validation Improves Effective
RTB Bids

17. vCE Improves Performance Measurement
 Buyers
= 20%
 conversion
rate
People exposed to served ad
  
impressions

18. vCE Improves Performance Measurement
 Buyers
= 33%
conversion
 rate
People exposed to validated ad
  
impressions
Ad Effectiveness Studies that don’t use validated impressions
understate branding & sales impact.

19. Recommended reading:
The Economics of Online Advertising
Majid Abraham on notion of digital scarcity
“(Balancing) the digital economy (from validated
GRPs) will benefit advertisers and agencies.
Agencies can better deliver on their promise of
using digital as both an efficient and effective
advertising medium, while advertisers can better
measure the marketing spend and improve their
calculations of ROI.”

20. Changing How Asia (and the World)
Sees Digital Advertising
The vCE Charter Study for Asia
August 2012