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]