Is complexity the enemy

of quality in advertising?

#InteractIAB

European Viewable Impressions Initiative

Background and context

#InteractIA

B

• Need to improve the overall quality of digital ad inventory

• Requirement to develop more robust digital measurement techniques

• Vital step towards delivering ‘realistic’ brand exposure levels

• Support the drive for transparent measurement of ‘viewability’ of digital ads

• Drive for comparability with TV

• Establish digital ‘opportunity-to-see’

• Progress towards digital ‘gross rating points’

• Individual markets: varied viewability trading practices and market characteristics, different stages of development

• Continue to demonstrate European market can deliver best practice, value and quality to the development of the global digital market

European Viewable Impressions

Initiative

#InteractIA

B

Overall challenge

• Inconsistent methodologies used to measure the “viewability” of online ad impressions -commercial issue for all parties

• Impacts on many stakeholder groups across the industry - including advertisers, agencies and publishers

Towards a solution

• Created European cross-industry Steering Group to collaboratively develop an effective solution

• Identified primary and “urgent” need: • to ensure greater consistency of methods used to measure viewable digital advertising in

Europe (global outlook)

• Agreed overall purpose: • develop structured, harmonised best practice for measuring viewable digital advertising across

Europe (& beyond)

European Viewable Impressions

Initiative

#InteractIA

B

Phase 1 Phase 2

1. Set of principles to reduce measurement discrepancies between viewability measurement providers across Europe

2. Develop a pan-European viewabilitycertification framework to ensure viewabilitymeasurement providers are meeting the agreed set of European principles (see point 1) in terms of their measurement tools used

3. Evolve guidelines for defining a viewable impression based on space / time for which ads will be considered ‘viewable’

Core Objectives - At a macro level: • enhance minimum quality standards for all stakeholders across Europe• measure digital ad exposure which is deemed a key step to increasing confidence in digital ad

trading • improve advertiser confidence in the digital ad environment

N.B. Input from local IABs, EACA and WFA members and other stakeholders around the globe (e.g. testing and auditing companies along with other industry associations) – is an important part of this process.

European Viewable Impressions

Initiative

Benefits for all stakeholders

#InteractIA

B

1. Significant reduction in viewability measurement discrepancies:

• ensure all measurement providers use a consistent methodology (based upon a standard and robust set of principles) to ensure results are comparable across providers

2. Towards a fully viewable digital advertising environment:

• standardised process and certification framework will help significantly reduce payment for non-viewable impressions

3. Improved transparency and value for all stakeholders (e.g. advertisers, agencies, publishers, measurement vendors):

• deliberately designed to have a positive impact upon the whole industry - irrespective of business model or size

4. Harmonised multi-national approach:

• generates significant benefits (efficiencies and effectiveness) to all multi-national businesses in the advertising ecosystem

• alternative is a series of disparate and costly national initiatives - in mid to long-term, would cause ongoing challenges for all major stake-holder groups

European Viewable Impressions

Initiative

Modular approach

#InteractIA

B

2

Measured Items

1

Environments

3

Measure-ment

4

Transparency & reporting

6

Invalid Traffic (basic)

5

User experience

7

Invalid Traffic

(extended)

8

Brand Safety

9

In target

Standard certification

Extended certification

(phase 2)

Measurement Priorities

#InteractIA

B

• Brand safety, invalid traffic and viewability key priorities for the

industry

• Brand advertising metrics for digital campaigns sought by the industry

• TV and online compatibility remains high on the agenda

• Understanding audience behaviour and advertising effectiveness

across mobile devices is very important

• The industry wants to see a move towards real-time data

Quality of the Advertising

Environment

#InteractIA

B

More than half of the respondents state that brand safety and invalid traffic are most important to

to defining the quality of the ad environment

Quality of a ‘contact’

#InteractIA

B

In-target verification and the length of time

and proportion of display and video ads that view are rated as the most important criteria

to define a quality ‘contact’ or ‘impression’

Brand advertising and

performance campaign KPIs

#InteractIA

B

Brand awareness and purchase intent still come

out on top in terms of brand campaign KPIs

For performance campaigns, uplift in search and direct site visits are most important

Cross-platform / device

measurement

#InteractIA

B

TV and online still prevails as the most important

multi-platform combination for audience and measurement

For devices it is clear that understanding audience and advertising effectiveness across mobile devices is important as the following combinations come

• Smartphone and TV

• Smartphone and desktop and TV

Real-time data is key in today’s

programmatic world

#InteractIA

B

Programmatic trading is becoming mainstream and is driving the need for real-time metrics. Half of the respondents want to see ad impression and reach data updated in real-time