Tackle Ad Viewability in 2016 November 12th, 2016

Clarissa Bukhan Technology Partnerships Optimizely

A.R. Tabrizi Optimization Manager eHow

Callie Reynolds Sr. Dir. Account Management Moat

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Housekeeping

moat’s vision

To make brand advertising

more effective online.

problem

67% of worldwide ad spend is

branding

25% of digital is branding

problem

No consistent measures of

success for brand advertisers

the default

measuring the click is not effective

3 clicks in 10,000 3 clicks in 10,000 “ ”

measuring the click is not effective

Virtually no relationship exists between clicks and brand metrics

or offline sales”

Nielsen, “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising

and Brand Building”

“

PROBLEM

Retail

Spend

Source: Quarterly Retail E-Commerce Sales, Q1 2015, US Census Bureau

Offline 93%

Online 7%

MARKET

$200 billion “...the overall display advertising business can be a $200 billion dollar industry globally.”

Eric Schmidt | Executive Chairman of Google

TV WORKS

MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING

135

139

142

146

149

Traditional TV Monthly Time Spent

Ho

urs

Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report

MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING

Ho

urs

Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report

0.

25.

50.

75.

100.

Digital Monthly Time Spent

BRANDING ONLINE

BRANDING ONLINE branding online

BRANDING ONLINE

X

ATTENTION

BRANDING ONLINE what is attention?

at·ten·tion /əˈtenSHən/

Noticing something; consideration with a view

toward action

Begin with Viewability, Time, and Interactivity

BRANDING ONLINE who decided on the definition of a viewable impression?

Joint Industry

Initiative: Making Measurement Make

Sense (3MS)

Endorsed by

Certified by

MRC INDUSTRY STANDARD

Display: 50% for 1 continuous second.

Video: 50% for 2 continuous seconds.

Mobile: Same as desktop.

benchmarks

53.3% Moat Q3 2015

Display Viewability Benchmark

benchmarks

58.5% Moat Q3 2015

Video Viewability Benchmark

benchmarks

43.7% Moat Q1 2015

Mobile Viewability Benchmark

half of the ads on the internet are not viewable

what causes a non-viewable impression?

Out of Focus

Out of Sight

Missed Opportunity (area)

Missed Opportunity (time)

Viewability diagnostics

6.91% of impressions were served into a backgrounded or minimized tab.

Out of Focus Rate

8.61% of impressions had no pixels visible on screen.

Out of Sight Rate

12.67% of impressions were partially visible on screen but did not meet the 50% pixels requirement.

Missed Opportunity Area Rate

4.28% of impressions had 50% of their pixels visible on screen, but not for a full second.

Missed Opportunity Time Rate

67.53% In-View Rate

attention

Viewable is the first step

attention

But we have to go further

attention

Attention

is the key to branding

eHow

Whether you need to fix, build, create or learn, eHow gives you practical solutions to problems life throws at you. We empower you to efficiently solve each new challenge and make your life better and easier.

eHow Article Pages

•  Related Content Modules

•  Ad Modules (Text & Display)

eHow

•  Usage Metrics: Visits, Pageviews, PV/V, Time on site, Time on Page, Bounce Rate, Scroll Rate, CTR on Related Content Modules

•  Monetization Metrics: Impressions, Clicks, CPC (CPM), Viewability

Ad Viewability:

Why Ad Viewabilty? Why Ad Viewabilty Is a Challenge?

Optimizely + Moat: Why?

•  Quickly Launch Ideas and Analyse the Outcome

•  Shorten the Development Cycle and Rapid Iteration Based on Data

•  Get The Full Picture of Outcome Using Optimizely, MOAT, Google Analytics and other integrations

Optimizely + Moat: Testing Method

•  Define Goals & Objectives

•  Define and Track Key Metrics

•  Think About The Big Picture and How Your Hypothesises Will Effect It

•  Priotorize and Iterate

•  Let Each Test Inform and Improve the Overal Strategy

Test Set # 1: Improve Banner Visibility

•  Sticky Behaviour Will Keep the Ad in View for a Longer Period of Time (for a certain amount of pixels scrolled)

•  Outcome: •  Top Banner Viewability Did Go Up

•  Negative Impact on Scroll Depth

•  Lower Engagament with Some Other Ads and Content Modules

Test Set # 1: Improve Banner Visibility

•  Going beyond simply sticky behavior to mitigate negative impacts

•  Factors to Test: •  Triggering mechanism: Time-

triggered, scroll triggered

•  Time consideration

•  Scroll area

•  Screensize consideration

Test Set # 2: Improve 300x250 Ad Unit Viewability

•  Moving the ad next to sections that get the most attention

•  Helps with ad blindness

•  Modules that do not look like an ad tend to perform better on the top right corner

Look ahead & Takeaways

A Better eHow for Both Users & Advertisers

•  Think outside the box

•  What sections stay in view the most

•  How can you help users to find and stay on the right part of the content for a longer period of time?

•  Ads with Better Viewability

•  Sticky Units

•  Anchor Ads that Refresh

•  Find the Right Balance

•  Improving one metric usually comes at the cost of another

•  Small tweaks can have significant impact on mitigating negative effects such as cannibalization

•  Keep Iterating!

Key Takeaways

Questions?

Thank You!