OnScroll’s Co-Founder Andy Evans (@DigitalAndy) speaks on Viewable Impressions, Viewability, the$11Billion wastage problem in the online advertising industry at the Publishing & Media Expo 2014 #PME2014 where there were over 100 specialist suppliers, 3 dedicated seminar theaters and expert insight in industry! Deck Includes: Are your ads being seen? 40% of Global Internet Advertising is Display = £31.8 billion 24% of UK Internet Advertising is Display = £730 Million What is a viewable ad? 50% of the Ad has to be seen for 1 second Why are they not seen? Up to 20 reasons! (ATF) Above the Fold vs. BTF (Below the Fold) How much Un-monetised whitespace is there? OnScroll’s Findings as well as others Viewability Vendors: Retrospective Vs Pro-Active Gold below the fold - All ads are premium www.ViewableImpression.co.uk www.onscroll.com

1. Are your ads being seen?
The $11 Billion problem
How you can increase ROI
by eliminating wastage
Andy Evans
@ DigitalAndy

2. Andy Evans
CEO & Founder of Net Communications 1999
CEO & Co-Founder OnScroll, September 2011
@DigitalAndy
@OnScoll
@NetCommunities

3. OnScroll clients:
Some of our Publishers
Some of our Advertisers

4. The size of the market
40% of Global Internet Advertising is Display
= £31.8 billion
ZenithOptimedia Forecast 2014 – MarketingCharts.com
24% of UK Internet Advertising is Display
= £730 million
IAB & PWC Report H1 2013 – TheMediaBriefing.com

5. The size of the problem

6. “
There are over 4 trillion display ads served
per year now. However, a huge chunk
of them are never seen by any human.
The Viewable Impression Sea Change, July 2012

7. “
46% of online display advertising is wasted and on average
77% of the online advertising that is visible ATF classed as
‘viewable’, may remain unseen.
The uncomfortable truth about online ads and viewability, September 2013

8. “
OnScroll measured an average 54% of display ads
are not viewable and remain unseen.

9. Wasted advertising?
£17.17 billion
of £31.8 billion
£394.2 million
of £730 million

10. What is the industry doing?

11. Introduced Viewability standards in 2011
Accrediting UK Vendors later in 2014
Backing Standardisation of viewable impressions

12. Currently accrediting vendors in the US
Making a move from ‘loaded impression’
to a ‘viewable impression

13. So…. What is a viewable ad?

14. Viewable for at least 1 second
50%
Definition of a viewable impression

15. Why are they not seen?
User doesn’t scroll
User clicks away
Ad blockers
Mobile/Tablet not
configured
No plug-ins for
rich media
Multiple tabs
open

16. How are advertisers
and publishers reacting?

17. “
Viewability rates are a key benchmark in performance.
Early testing showed a 37% increase in ROI
by focusing on sites with high ad visibility.
Money Super Market Invest In Viewability Tech, January 2014

18. “
Viewable impressions are the only way that advertisers can
truly experience the brand impact that display advertising is
capable of delivering.
Now you see it: Viewable Impressions, March 2012

19. “
We want to make it clear that not every impression is created
equal. If a user never makes it to the bottom of an article, they’ll
never see such ads.
ESPN.com wants to go legit, May 2012

20. “
All impressions are not created equal, and we believe that by
taking these significant steps to ensure viewability and targeting
of large premium ads, we can create a vehicle where marketers
can best showcase their products.
Now you see it: Viewable Impressions, March 2012

21. “
It’s estimated that nearly half of all online ads are placed in
spots where users aren’t able to see the. Google will now only
charge for ads that people actually see.
Google will now only charge for ads that people can actually see, December 2013

22. ATF
Above the Fold
vs.
BTF
Below the Fold

23. Would we only
place 3 ads in a newspaper?

24. So why do it online?
?

25. White space should be ad space
OnScroll site audit across 250 sites:
63%
White
Space
Un-monetised whitespace

26. How much white
space is there?
How important is it?

27. User engagement:
ATF
Ads
BTF
Ads
Time
Above the Fold: 13 seconds
No
Ads
A recent site audit by OnScroll
Average ‘engaged’ article dwell time on page – 1:37 minutes

28. User engagement:
ATF
Ads
BTF
Ads
Users
Below the Fold: 85.54%
Time
Below the Fold: 31 seconds
No
Ads
A recent site audit by OnScroll
Average ‘engaged’ article dwell time on page – 1:37 minutes

29. User engagement:
ATF
Ads
BTF
Ads
47.19%
Reach the 4th fold
No
Ads
Time
Below the Fold: 84 seconds
A recent site audit by OnScroll
Average ‘engaged’ article dwell time on page – 1:37 minutes

30. Audit of UK’s largest
newspaper sites

31. Audit of UK’s largest
newspaper sites

32. It’s not all doom
and gloom…

33. Ad Verification
Identify the problem

34. Viewability Vendors: Retrospective Vs Pro-Active
A different approach…
Retrospective Approach
Proactive Approach
1. Identify the problem
2. Solve the problem

35. Viewable ads
Demo - http://www.youtube.com/watch?v=QBuQvaR3s1o&feature=youtu.be

36. Gold below the fold
66% CTR Uplift
3.2x longer
viewable time
Across 50 million ‘viewable’ impressions,
Below the fold out-performed Above the fold

37. All ads are premium
Exchange
55% increase in programmatic eCPM’s

38. All ads are premium
betanews
Serve
79% increase in CTR
70% increase in
revenue per thousand

39. A few things to take away…

40. www.ViewableImpression.co.uk

41. http://www.bit.ly/viewability2014
www.onscroll.com
A-year-in-viewability-infographic-2014

42. OnScroll made it this easy….
3 min 26 seconds

43. Thank you for listening!
Get this deck at
www.onscroll.com/blog
Andy Evans
@digitalandy
@OnScroll
Andy@onscroll.com