viewability: moving towards meaningful measurement€¦ · * moat analytics benchmarks, desktop...

VIEWABILITY: MOVING TOWARDS MEANINGFUL MEASUREMENT

VIEWABILITY: WHAT IT IS

*Standards for Display (and Video) are consistent across devices, based on interim Mobile Viewability Measurement Guidelines.

Viewability measurement aims to understand if a digital ad had the opportunity to be seen, and thus the chance to make an impact

IAB Display Viewability Thresholds at a Glance*

VIEWABILITY: WHY IT IS IMPORTANT

Source: Integral Ad Science, Media Quality Report, Q3 2015

Viewability Rates by CountryIn-View based on MRC definitions (Display, Q3 2015)

45.5% 47.0% 42.2%43.2%

USAUK France Australia

39.8% 46.3%

DirectNetworks & Exchanges

VIEWABILITY: WHY 100% IS UNREALISTIC

* Moat Analytics Benchmarks, Desktop Display, Q4 2015, Global

Viewability Composition

ViewableAt least 50% of ad displayed in active viewport for at least 1 second

Out of FocusAd displayed in inactive tab

Out of SightAd displayed in active tab, but no part of ad viewable

Missed Opportunity (Area)Ad partly viewable, but less than 50% of pixels

Missed Opportunity (Time)At least 50% of ad viewable, but for less than 1 second

Viewability Diagnostics provided by

VIEWABLE INVENTORY IS SCARCE

PageSkinWraps around an entire webpage

PageSkin EdgeExtended creative sidebar

PageSkin PlusExtended header unit

RESEARCH BACKGROUND: INSKIN FORMATS

MOVING THE DIAL BEYOND VIEWABILITY

Objective Exposure Engagement Impact

Ad Effectiveness

Brand - Consumer Interaction

Loop

Strategy, creation & buy

A CROWDED MARKETPLACE

BIRTH OF A RESEARCH PROJECT

PROJECT “VENDOR AGNOSTICISM”PROJECT “VENDOR AGNOSTICISM”

Source: Are your digital ads seen? It depends who you ask ... October 2015

Vendor Agnosticism

Re-Thinking Standards

Viewability Study

InSkin In-House Research FaR Partners Study

Vendor Agnosticism

Re-Thinking Standards

Viewability Study

FaR Partners StudyInSkin In-House Research

RE-THINKING STANDARDS

% Viewability skin =VPh

SPh + Constant, where

Constant =TParea+BParea

w1+w2≥ 0 , thus

Creative not in view if 𝐕𝐏h𝐒𝐏h

< 30%

NB: % Viewability skin anywhere on page must be less than (or equal to) viewability at the top or bottom of the page.

Website

Top Panel

Bottom Panel

Sid

e P

anel

Viewport

TParea

BParea

VPh

SPh

w1 w2

Sid

e P

anel

ISSUE: RATIO OUTWEIGHS “OPPORTUNITY TO SEE”

30% > Vratio > 30%

Creative Message = “Viewable”In-View Assessment = Not viewable

Creative Message = “Viewable”In-View Assessment = Viewable

Vendor Agnosticism

Re-Thinking Standards

Viewability Study

InSkin In-House Research FaR Partners Study

DIGITAL LEADERSHIP VIEWABILITY STUDY

DIGITAL LEADERSHIP VIEWABILITY STUDY

Media Consultancy FaR Partners conducted in-depth interviews with Senior Digital Executives on the

Agency and Publisher side, and surveyed them on the Future of Viewability…

DIGITAL LEADERSHIP VIEWABILITY STUDY

DIGITAL LEADERSHIP VIEWABILITY STUDY

DIGITAL LEADERSHIP VIEWABILITY STUDY

MOVING THE DIAL BEYOND VIEWABILITY

Objective Exposure Engagement Impact

Ad Effectiveness

Brand - Consumer Interaction

Loop

Strategy, creation & buy

A CROWDED MARKETPLACE

NEXT STEPS

DWELL TIME ACTIVE IN VIEW TIME

CAMPAIGN OVERVIEW Campaign Name: UPI Hail Caesar Feb 16 Campaign Dates: 08/02/16 – 28/02/16 Format: PageSkin Plus Desktop & Tablet Target Audience: 25-54 Markets: UK, IE, AU

Demo link: PageSkin Plus (Desktop) Demo Demo link: PageSkin Plus (Tablet) Demo

CAMPAIGN PERFORMANCE

TargetingBooked

ImpressionsDisplayed Ad Impressions

Clicks CTR % Unique Users

UPI Hail Caesar Feb 16 AU 600,000 600,462 9,201 1.53% 333,254

PageSkin Plus AU 25-54 399,500 399,955 3,634 0.91% 221,434

PageSkin Plus Tablet AU 25-54 200,500 200,507 5,567 2.78% 111,820

Key Campaign Stats

Ad Validation Metrics

CAMPAIGN PERFORMANCE

In-View Measurable Rate

In-View Rate In-View TimeIn-View Time > 1

Min RateTotal Exposure

Time

UPI Hail Caesar Feb 16 AU 98.51% 83.44% 79.18 s 39.64% 1,534.63 hrs

PageSkin Plus Desktop 98.70% 84.17% 79.92 s 42.16% 1,443.04 hrs

PageSkin Plus Tablet 96.3% 74.7% 69.10 s 37.12% 91.59 hrs

*Moat Analytics Benchmarks Q4 2015 (Global, Display)

Moat Benchmark (Desktop)* 99.6% 54.1% 25.0 s 5.4% -

Moat Benchmark (Tablet)* 99.2% 44.1% 15.5 s 2.6% -

CAMPAIGN KPI BENCHMARKS

0

50

100

150

200

250

300

350

400

CTR In-View % In-View Time In-View Time >1 min. %

Rel

ativ

e B

ench

mar

k In

dex

Campaign KPI Index vs. Benchmark*

Benchmark

Campaign

*CTR benchmarks based on Google DoubleClick Display Benchmarks (Global, December 2015). In-View %, In-View Time and In-View Time >1 Min. % based on Moat Analytics Benchmarks Q4 2015 (Global, Display, Desktop/Tablet; Desktop and Tablet weighted based on impression volume distribution).

EXPOSURE TIME MATTERS

53% 83%25s 61s

* Moat Analytics Benchmarks, Desktop Display, Q4 2015, Global** Moat Viewability Test Q4 2015, Desktop and Tablet, UK*** Goldstein, D. et al., “The effects of exposure time on memory of display advertisements” (2011)

Why does exposure time matter?

Exposure time drives recall and recognition – key

metrics that indicate how well an ad is equipped

to create relevant memory patterns***

Moat Industry Benchmark* PageSkin**

5% 34%

INSKIN MEDIA VIEWABILITY COLLATERALInfographic Whitepaper

Available at InSkinMedia.com