Viewability - the next metric in Online Advertising

IAB Europe and Meetrics Viewable impressions and the importance

for brand strategy

Anant Joshi, IAB Europe Ad Viewability Task Force member and Director of International Business, Meetrics

New currency: Viewable Ads*

*Are you ready for the next level?

Growing in priority with advertisers

Source: WFA Survey ‘2014 media priorities’ (Oct 2013) , Base: 40 Respondents Note: shows top 20 of 29 topics

Wei

ghte

d Av

erag

e Sc

ore

(out

of 5

)

Clear concerns about ad misplacement

Source: WFA Survey 2014

Do you have concerns about advertising being misplaced against inappropriate content as a consequence of automated trading?

Viewability a start point in the revolution Making Measurement Make Sense (3MS)… http://measurementnow.net

Revolutionising the way digital media is measured, planned, and transacted across the advertising industry in order to make it a more valuable medium for everyone involved in brand advertising.

Ads need to be viewable

IAB Europe Metrics & KPIs survey: Q5. How important are the following criteria to help define what constitutes a ‘contact’ / ‘exposure’ / ’impression’?

Adver&sers Agencies Publishers

Measuring the propor/on of a VIDEO AD that has been viewed

81% 83% 74%

Measuring the length of /me a DISPLAY AD in-‐view

80% 76% 63%

Measuring the length of /me a VIDEO AD has been viewed

76% 81% 65%

Measuring the propor/on of the DISPLAY AD is seen

76% 72% 76%

Survey opinions from over 700 stakeholders across Europe

Ad Viewability Taskforce Objectives

•  Usage insight & definition of viewable impressions across Europe

•  Produce educational documents of the topic

•  Make recommendations on best practice

•  A multi-stakeholder group of Publishers, Agencies and Suppliers

•  Compatibility with other initiatives such as 3MS

What is the definition of a viewable ad? At least 50% of the area of the ad is visible for at least 1 second

One second is a good start, but not enough to ensure adversting effects

0 seconds 1 2 3 4 5 15

Impact starts

Communication starts

Persuasation starts

Ad Efficiency

Conversion

Ad Recall

Sales

5 Sec. 20 Sec. 0 Sec. Duration of Ad Visibility

No effect Effect!

Separating effective ads from noisy inventory

Schematic representation

Ad Attention Manager

GOOD VISIBILITY BAD VISIBILITY

MoneySupermarket improved their ROI by 37%

Display demo:

Video instream demo:

UI Platform demo:

Identify premium inventory

http://www.meetrics.com/demo/?lang=en

http://s3.research.de.com/bb-serve/demo/index.html

http://adam-api-mock.meetrics.de/dashboard/#app/login

Whitepaper to inform and educate

•  Describe the viewable impressions landscape across Europe and the status and trends

•  Clarify definitions and terms of what we mean by the OTS and viewable impressions

•  Clarify the role of contact quality metrics such as viewable impressions within the wider metrics portfolio

•  Outline technical and commercial considerations

To be published in November with a Webinar

Other IAB Europe topics

•  Further work into viewable impressions, IAB Europe’s Brand Advertising Committee developing Blueprint –

•  Measurement of Online Audience and Ad Effectiveness Metrics and KPIs. To be published early 2015

•  IAB Europe is also working on other key trends:

•  Programmatic

•  Ad Formats

•  Ad Effectiveness research

•  Multi-Device research

Future of Viewability

•  Better integration of CMS and Ad Serving Systems

•  Multi device responsive design to guarantee viewable ads

•  Placing ads only if the ad slot is visible

•  Placing ads only if the user will pay attention to it

•  Refreshing Ads in good way:

•  after the ad effectiveness is generated

•  not by increasing inventory, showing ads only for a few seconds and then making another ad call

Many thanks for your kind attention

Anant Joshi [email protected] +447453 260059 IAB Europe: Alison Fennah [email protected]

Headquarter Berlin Meetrics GmbH Alexanderstraße 7 D-10178 Berlin Germany Fon: +49 30 555 75 7855 Fax +49 30 555 75 7859 [email protected] [email protected]

Meetrics office Vienna Dr. Felix Badura Schönbrunner Allee 7 AT-1120 Wien Austria Fon + 43 699 126 616 81 Fax + 49 30 555 75 7859 [email protected]

Meetrics Office London Anant Joshi The Euston Office One Euston Square, 40 Melton Street London NW1 2FD Mobile +44 7453 260059 Fax +49 30 555 7578 59 [email protected]

Meetrics Office Bangkok Cagri Cayir 110 Soi Charoennakorn 13 Bangkok 10600 Fon: +66 2106-4289 Mobile: +66 91030-5348 [email protected]

Viewability - the next metric in Online Advertising

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