Viewability and Ad Impact

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© 2015 IPG Media Lab. Proprietary & Confidential PUTTING SCIENCE BEHIND THE STANDARDS

Transcript of Viewability and Ad Impact

Page 1: Viewability and Ad Impact

© 2015 IPG Media Lab. Proprietary & Confidential

PUTTING SCIENCE BEHIND THE STANDARDS

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© 2015 IPG Media Lab. Proprietary & Confidential 2

HOW BIG IS THE VIEWABILITY PROBLEM?

Source: Integral Ad ScienceStatistic for the U.S.

57%Of display ads are not

human/viewable

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© 2015 IPG Media Lab. Proprietary & Confidential 3

WE HAVE A STANDARD TO GO BY…

STANDARD BANNER ADS RICH MEDIA ADS VIDEO ADS

At least 50% in viewFor a minimum of 1 second

At least 30% in viewFor a minimum of 1 second

At least 50% in viewFor a minimum of 2 consecutive seconds

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WE STILL DON’T KNOW HOW EFFECTIVE ADS THAT MEET THE MEDIA RATINGS COUNCIL’S (MRC) VIEWABILITY STANDARDS ACTUALLY ARE.

BUT,

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1st Media TrialStandard Display, Rich

Media, Video on PC

2nd Media TrialIn-Feed, Auto Play Video on Mobile

TWO ROBUST MEDIA TRIALS

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OUR GOAL IS TO…Present results from the first known study that scientifically ties viewability to ad effectiveness by testing the following hypotheses:

OUR GOAL IS NOT TO…Recommend changes to the MRC standard, or develop a new viewability standard

1. The more viewable an ad is, the more consumers will see it2. As viewability increases, so does ad effectiveness3. There are strategies advertisers can employ to make less viewable ads more

effective

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RIGOROUS SCIENTIFIC TESTINGParticipants recruited from nationally representative

online panel

Randomized into 1 of 189 viewability test cells; Viewed webpage that matched their typical consumption habits

Subset of sample viewed webpage while being eye-tracked

Answered post-exposure survey for branding metrics

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189 DIFFERENT AD SCENARIOS WERE TESTED

*Two standard display ad sizes tested; 1 per industry vertical**Logo placement test cells only included for 1 ad type for 1 brand

PERCENT IN VIEW TIME IN VIEW AD TYPE INDUSTRY

VERTICALLOGO

PLACEMENT AUDIO SHARE OF VIEW CONTEXTUAL RELEVANCE

25% .5 sec Standard Banner Ad CPG Top On 1 of 1 ads In Context

30% 1 secRich Media/

Large Format Ad

Auto Not at top Off 1 of 2 ads Out of Context

50% 2 sec Video Ad 1 of 4 ads

75% 4 sec

100% 7 sec

Full Exposure

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?WHAT VALUE DO ADS THAT MEET THE MRC MINIMUM

STANDARD ACTUALLY OFFER

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© 2015 IPG Media Lab. Proprietary & Confidential 10

UNDER MRC STANDARD AT MRC STANDARD

ABOVE MRC STANDARD

NATURALLY, HIGHER VIEWABILITY = MORE EYEBALLS

Consumers see ad

23%Consumers

see ad

48%Consumers

see ad

76%

Results include all ad types based on eye tracking data

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© 2015 IPG Media Lab. Proprietary & Confidential 11

MRC STANDARD ISN’T A MAGICAL THRESHOLD FOR AD EFFECTIVENESS

* Statistically significant difference between control and test at >=90% confidence^ Statistically significant difference between MRC standard and test at >=90% confidenceResults include all ad types

Ads that simply met the standard did not have impact on ad recall

Ad Recall0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

+2%

+16%*^

AD RECALL BY MRC STANDARD (DELTA)

Met MRC Standard Above Standard

PERC

ENT

CHAN

GE IN

AD

RECA

LL (D

ELTA

)

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© 2015 IPG Media Lab. Proprietary & Confidential 12

WHICH MEANS EVEN SOME IMPRESSIONS BELOW THE MRC STANDARD HAVE IMPACT

* Statistically significant difference between control and test at >=90% confidence^ Statistically significant difference between MRC standard and test at >=90% confidenceResults include all types

Ad Recall0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

+6%*^

+2%

+16%*^

AD RECALL BY MRC STANDARD (DELTA)

Under Standard Met MRC Standard Above Standard

PERC

ENT

CHAN

GE IN

AD

RECA

LL (D

ELTA

)

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© 2015 IPG Media Lab. Proprietary & Confidential

6%*^

Under standard

BELOW MRC STANDARD BREAKOUT BY EFFECT ON AD RECALL

MOSTLY BECAUSE SOME PARTIAL ADS COULD BE IN VIEW FOR A LONG PERIOD OF TIME

% VIEW-below TIME-meets MRC

Results include all ad types* statistically significant difference between control and test at >=90% confidence^ statistically significant difference between % Met MRC standard and % Under standard at >=90% confidence

% VIEW-meets TIME-below MRC

% VIEW-above TIME-below MRC

% VIEW-below TIME-Below MRC

% VIEW-below TIME-above MRC

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© 2015 IPG Media Lab. Proprietary & Confidential

16%*^

Above standard

ABOVE MRC STANDARD BREAKOUT BY EFFECT ON AD RECALL

ON THE FLIP SIDE, SOME ADS ABOVETHE STANDARD DON’T HAVE IMPACT

Results include all ad types* statistically significant difference between control and test at >=90% confidence^ statistically significant difference between % Met MRC standard and % Under standard at >=90% confidence

% VIEW-above TIME-above MRC

% VIEW-atTIME-above MRC

Specifically, when time in view is low

% VIEW-above TIME-At MRC

% VIEW-above TIME-At MRC

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© 2015 IPG Media Lab. Proprietary & Confidential 15

BUT, WHAT IS MOST IMPORTANT IS THAT VIEWABILITY IS HIGHLY RELATED TO EFFECTIVENESS

* Statistically significant difference between control and test at >=90% confidenceResults include all ad types, % in view under the MRC standard excludes large format since it was not tested

Under standard

At MRC standard

75% 100%0%

1000%

2000%

459% 403%

868%*

1098%*

AD RECALL BY PERCENT IN VIEW (DELTA)

Averaged Delta for All Ad TypesPERCENT IN VIEW

PERC

ENT

CHAN

GE IN

REC

ALL

(DEL

TA)

Under standard

At MRC standard

4 seconds 7 seconds0%

1000%

2000%

135%

321%

827%*

1668%*

AD RECALL BY TIME IN VIEW (DELTA)

Averaged Delta for All Ad TypesTIME IN VIEW

PERC

ENT

CHAN

GE I

N RE

CALL

(DEL

TA)

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“TIME IN VIEW” IS KING

*This was only tested for Standard Banner and Video Ads, since Large Format was not tested with a lower % in viewResults include all ad types

TIME IN VIEW

PERC

ENT

IN V

IEW

7 sec0

100%EFFECT OF PERCENT AND TIME IN VIEW ON AD RECALL (DELTAS)

Percent in view higher, Time in view lower+3.8%

Percent in view higher, Time in view higher+14.0%

Percent in view lower, Time in view lower+0.4%

Percent in view lower, Time in view higher*+10.4%

AT MRC STANDARD

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LOGO AT TOPStronger impact after MRC

viewability standard for both time in view and % in

view

AUDIO ON3x impact for ads under

the MRC viewability standard

LOW AD CLUTTER

200% more impact once time in view exceeds the

standard

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© 2015 IPG Media Lab. Proprietary & Confidential

PERSONAL TWITTER FEED

Users logged into their own Twitter page and saw

real time content from their feed, along with the

test ad

IN-FEED, AUTO PLAY VIDEOTWITTER PROMOTED VIDEO

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© 2015 IPG Media Lab. Proprietary & Confidential

0 1 2 3 4 5 6 7 8 9 10

R² = 0.852034007840131

Aided Ad Recall (Δ)Linear (Aided Ad Recall (Δ))

Viewability Index

% W

ho R

ecal

led

The Viewability Index Score is an algorithm that takes into account both Time in View and Percent in View and creates a composite value. The values are linear, so that an indexed score of four represents an ad that is approximately twice as viewable as a score of two.

VIEWABILITY MATTERS!

AIDED AD RECALL BY VIEWABILITY INDEX

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© 2015 IPG Media Lab. Proprietary & Confidential

1 SEC 3 SEC

4 SEC

6 SEC

All Unaided and Aided test-control deltas are significantControl n=400, 1 sec n=241, 3 sec n=212, 4 sec n=175, 6 sec = 138, 15+ sec n=49

RECALL METRICS BY “TIME IN VIEW”

22.6%

31.5%37.9% 35.0%

51.2%49%

64%60%

66%73%

42%

55% 55%60%

72%

Unaided Ad Recall (Δ) Aided Ad Recall (Δ) Message Recall (%)

Time at 100% in View

15+ SEC

THE LONGER IN VIEW, THE HIGHER THE AWARENESS

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© 2015 IPG Media Lab. Proprietary & ConfidentialIn-Feed, Auto-Play Video: Control n=400, 1 sec n=241, 3 sec n=212, 4 sec n=175, 6 sec = 138, 15+ sec n=492015 Webpage: Control n=103, 1 sec n=103, 2 sec n=104, 4 sec n=104, 7 sec n=101, Full Exposure n=103

VIEWABILITY BY VIDEO AD TYPEAIDED RECALL (Δ) COMPARING

VIEWABILITY RESULTS ACROSS STUDIES

SEC1 3 5 7 9 11 13 15

49%

0%

64% 60%

0%

66%

0% 0% 0% 0% 0% 0% 0% 0%1% 5%0%

13%

0% 0%

23%

0% 0% 0% 0% 0% 0% 0%

2015 Webpage Study (PC, video ad, sound on)In-Feed, Auto-Play (Smartphone, video ad within social media post, sound off)

Time at 100% in View

73%

60%

SEC SEC SEC SEC SEC SEC SEC

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© 2015 IPG Media Lab. Proprietary & ConfidentialIn-Feed, Auto-Play Video: Control n=400, 1 sec n=241, 3 sec n=212, 4 sec n=175, 6 sec = 138, 15+ sec n=492015 Webpage: Control n=103, 1 sec n=103, 2 sec n=104, 4 sec n=104, 7 sec n=101, Full Exposure n=103

VIEWABILITY BY VIDEO AD TYPEAIDED RECALL (Δ) COMPARING

VIEWABILITY RESULTS ACROSS STUDIES

SEC1 3 5 7 9 11 13 15

49%

0%

64% 60%

0%

66%

0% 0% 0% 0% 0% 0% 0% 0%1% 5%0%

13%

0% 0%

23%

0% 0% 0% 0% 0% 0% 0%

2015 Webpage Study (PC, video ad, sound on)In-Feed, Auto-Play (Smartphone, video ad within social media post, sound off)

Time at 100% in View

73%

60%

SEC SEC SEC SEC SEC SEC SEC

OBVIOUS BRANDING BEGINS (TWEET TEXT, HANDLE, USERNAME

ABOVE VIDEO)

OBVIOUS BRANDING BEGINS (WITHIN VIDEO)

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© 2015 IPG Media Lab. Proprietary & Confidential23

OBVIOUS BRANDING

APPEARS BEFORE “PERCENT IN VIEW”

MEASUREMENT STARTS

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© 2015 IPG Media Lab. Proprietary & Confidential 24

TO SUMMARIZE….

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THE MRC STANDARDS AREN’T MEANT TO GUARANTEE AD EFFECTIVENESS.

THAT’S THE AD’S JOB.

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ADS THAT EXCEED THE STANDARD END UP HAVING THE GREATEST IMPACT.

VIEWABILITY IS IMPORTANT, BUT IS NOT THE END-ALL-BE-ALL. IT ISN’T A KPI.

SO…WHILE WE CAN’T COMPLETELY CONTROL VIEWABILITY, WE CAN CONTROL THE CREATIVE & WHERE IT RUNS.

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© 2015 IPG Media Lab. Proprietary & Confidential

THANK YOU