The Surprising Lessons Learned by Buying a Few Billion Viewable Impressions - Digiday Agency Summit,...

1| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential

The Surprising Lessons Learned

By Buying A Few Billion

Viewable ImpressionsScott Spaulding, Quantcast

2| Copyright 2014 Quantcast | Confidential @Quantcast

V i e w a b i l i t y


About Quantcast

The most effective advertising from the people who really get audiences

Quantcast Measure Quantcast Advertise

Knows your customer’s next move, so you can make yours first.

Measures millions of customer behaviors in the moment.

Directly measuring audiences spanning

hundreds of millions of web destinations

Advertising that acts on real-time

audience behavior.


100%


AD

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What is viewability?

AD

Browser An ad is considered viewable

when 50% of pixels are displayed

on screen for one second or

more.

This is a viewable ad.

This is a non-viewable ad.

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dolor sit amet,

affert

nonumes

efficiendi no

duo, harum


A (very) brief history of viewability

Then Now

First

measurement

MRC advisory

The 3MS

definition

MRC starts

accrediting

vendors

The MRC lifts its

advisory


A few benefits of Viewability…

Brand Campaigns Direct Response Campaigns

• Reduce the number of wasted

impressions

• Focus impression delivery with

quality publishers and content

• Draw a clearer connection between

ads that work and the lift that they

produce

• Drive more customers, conversions,

and clicks by buying more in-view

inventory

• Reduce eCPAs by eliminating spend

on non-viewable inventory

• Optimize delivery to higher

performing placements

• Improve attribution by removing non-

viewable impressions from the

purchase path


Quantcast has invested heavily in viewability

2 years of experimenting, testing and development

Every major viewability vendor evaluated in multiple rounds of head to

head testing

Working with partners to measure:

• >1B impressions / month

• Across >10k Publishers

• And across every major RTB Exchange

Optimizing toward viewability for 300+ clients


Above-The-Fold is a poor proxy for viewability

Viewability rates for ATF inventory vary across exchanges, with one exchange at

only 44% viewable on ATF

Vie

wa

bilit

y

65%

55%

44%

0%

20%

40%

60%

80%

100%

Exchange A Exchange B Exchange C

10| Copyright 2014 Quantcast | Confidential

Limited supply of very high viewability inventory

Inventory with viewability above 75% is less than 5% of all RTB inventory

38%40%

19%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0-25% 25.1-50% 50.1-75% 75.1-100%

% o

f R

TB

im

pre

ssio

ns

Probability of being viewable

@Quantcast

11| Copyright 2014 Quantcast | Confidential

Higher viewability is typically more expensive

Inventory with viewability above 75% can be up to 2x as expensive as the average.

86100

133

192

0

50

100

150

200

250

0-25% 25.1-50% 50.1-75% 75.1-100%

Viewability

eC

PM

In

de

x (

10

0 =

RT

B a

ve

rag

e)

@Quantcast


What we learned

• MRC accredited viewability vendors can now measure up to 93% of all impressions

• Average viewability on exchanges tends to be in the 30-50% range

• Optimizing toward viewability drives better results – more conversions and

customers as well as higher brand lifts

• Optimal campaign performance is achieved around 55-65% viewability

• Attribution remains a gap, so keep a level playing field by holding all vendors on a

plan to the same viewability goal


Best Good for some

Progression of adoption viewability

Most advertisers can

test a 55-65%

viewability goal

Advertisers experienced

with viewability may

consider growing into

VCPM

Moderate Viewability Goal VCPMMeasurement

All advertisers can

measure the

viewability of existing

campaigns


ATTENTIONis the advertising currency

of the future

15| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential

Q&A

15

Thank you!

Scott Spaulding, Quantcast

[email protected]

The Surprising Lessons Learned by Buying a Few Billion Viewable Impressions - Digiday Agency Summit,...

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