Here's a sobering thought: Consumers spend less than 40 seconds on the average web page today and a full 30 percent of all online ads are never seen. The truth is that counting ads served and not ads seen is one of the biggest problems plaguing digital media today. The solution? Accountable models that let you see exactly how many people engage with your ad and how. In this workshop, Ken Sandy, SAY Media’s SVP of Product, will discuss the value of cost-per-exposure (CPX) advertising and how new technologies are changing the way brands and advertisers need to think about online impressions.

2. You have only 40 seconds to get a user’s
attention on an average web page.
Source: comScore April 2012
Your ad is receiving
only 5-7% of the
user’s attention.
EyeTrackShop Fall 2010
GazeHawk Winter 2011 SayMedia.com / Point-of-View Publishing

3. 31% of impressions delivered to the
average web page are never viewed.
SayMedia.com / Point-of-View Publishing

4. 31% of impressions delivered to the
average web page are never viewed.
Source: comScore January 2012
In-view rates vary
from 7% to 100%
across different sites.
SayMedia.com / Point-of-View Publishing

5. No-one sees your online ads.
Counting impressions and not ads
viewed is one of the greatest problems
facing our industry.
The solution? Accountable publishing and ad tracking models so
marketers understand exactly how many people engage with their
ads, where and how.
SayMedia.com / Point-of-View Publishing

6. But first - a little bit about Say Media
Point-of-view Publishing
SayMedia.com / Point-of-View Publishing

7. Cross-Platform
Distribution
Compelling invitations.
Cost Per Engagement.
Amazing creative
experiences.
SayMedia.com / Point-of-View Publishing

8. 9.5 Million Engaged Readers
Business People Fashionistas Women Techies
Foodies Men Teens Gamers
SayMedia.com / Point-of-View Publishing

9. Viewability is highly variable by site
Top performers
Average performers
Poor performers
30% 60% 69% 80% 100%
Exposure Rate by Site
SayMedia.com / Point-of-View Publishing

10. Viewability is highly variable by site
➡ Ad location on page
➡ User time on page
➡ Ad load speed
30% 60% 69% 80% 100%
Exposure Rate by Site
Source: SAY Media analysis June 2012
SayMedia.com / Point-of-View Publishing

11. Viewability changes with ad location
Exposure Rate by Location on Site
90%
80%
60%
65% ➡ Above the fold performs best
55%
➡ Even so, 1 in 5 does not load before user
scrolls out of view or leaves
30%
➡ Rapid decline second page and beyond
➡ Drop off varies dramatically by site
0%
1st page 2nd page 3rd + page
High range
Low range
Source: SAY Media analysis June 2012
SayMedia.com / Point-of-View Publishing

12. Viewability changes with page session time
Exposure Rate by User Time on Page
90%
75%
65%
60% ➡ Longer session times
50%
➡ Content quality
➡ New media devices (e.g. mobile)
30%
0%
10sec 30sec 60sec
Source: SAY Media analysis June 2012
SayMedia.com / Point-of-View Publishing

13. Media Buying Models
CPM CPX CPE
Tracking Event Ad request served User exposed User interacted
Brand Exposure Not guaranteed Ad in-view Deep engagement
Publisher Incentive Generate pageviews Generate pages-in-view Increase engagement time
Supply Constraints “unlimited” Media consumption habits Media consumption habits
Publisher & Mis-aligned Aligned Aligned
Marketer alignment
Accountability Not accountable Accountable Highly accountable
SayMedia.com / Point-of-View Publishing

14. Will insert Site Example Here
showing CPX product

18. Implications!
Marketers want more accountable models
Publishers need to deliver brand value
based on attention and exposure
New technologies are rendering the
pageview and impression dead
SayMedia.com / Point-of-View Publishing

19. How Say Media is responding
Clean campaign: modern, responsive design
Align Value Measurement with Attention (CPX, CPE)
Focus on Page-in-view to monetize whole page
Deliver clients superior creative design, delivery &
measurement
SayMedia.com / Point-of-View Publishing

20. Ad density creates variable value
Data taken from 2012 Say Media study
This study proved that ads
gets noticed more in lower-
% OF ADS NOTICED BASED ON EXECUTION: EYE TRACKING density environments.
Study positioned various
levels of ad density starting
with ‘Cluttered’ moving to
89% 100% ‘Clean’ and tracked attention
69% 76% via eye-tracking.
Industry Average* Cluttered 100% SOV Clean
SayMedia.com / Point-of-View Publishing

21. Thank you.
SayMedia.com / Point-of-View Publishing