Viewable vs. Seen Infographic
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VIEWABLE VS SEEN IN DISPLAY ADVERTISING THE MAIN CAUSES OF LOW VIEWABILITY Being viewable is not the same as being seen. THE PROBLEM WITH WEB DISPLAY ADS THE IMPACT 3 THE PLAN OF ACTION 4 THE BOTTOM LINE 5 1 2 54% 46% comScore vCE Benchmarks - June 2013 [ 1 ] NOT “Viewable” “Viewable” BELOW-THE-FOLD IMPRESSIONS SLOW PAGE LOADS & SERVER LATENCY UNKNOWN BROWSERS NON-HUMAN TRAFFIC According to the 2013 IAB Internet Advertising Revenue Report, display spending is a $12B market. [ 2 ] $12,821,000,000 .54 IAB Revenue Report % of Wasted Impressions THE COST FOR BRANDS 54% iab.net ana.net The Association of National Advertisers The Interactive Advertising Bureau aaaa.org The American Association of Advertising Agencies mediaratingcouncil.org The Media Rating Council VIEWABLE IMPRESSION STANDARD For more info visit measurementnow.net 50% VIEWABLITY TIME VIEWED :01 Get to know advertising industry bodies active in the Making Measurement Sense (3MS) initiative. [ 3 ] After you’ve become familiar with 3MS guidelines, it’s time to learn how to measure viewable impressions using MRC Accredited viewable impression and ad verification vendors. There is a difference between ads being technically viewable and those that are seen. According to a recent study by Sticky, only 51% of display ads considered “viewable” were actually seen. [ 4] INDUSTRY LEADERSHIP ACCREDITED PROVIDERS Must be at least 50% of pixels in view for a minimum of 1 second. THE EYE OPENER VIEWABILITY IN FOCUS In-image Benchmarks According to an eye tracking study by Sticky, in-image ads attract more attention than traditional display advertising. [ 5] Work with media partners who are committed to delivering on viewable impressions that get seen because they are relevant and appear in-line with content where user attention is focused. Industry GumGum In-image Ads Get Seen Sticky's study reveals only half of ads that are technically viewable are actually seen 46% “viewable” TIME IN VIEW Source: MOAT VIEWABILITY Source: comScore [6] :00 :30 0:20 0:26 31% 81% 100% of respondents viewed the in-image ad for more than four seconds. In-image Ads Other Display Ads :04 TO DO’S: Stay informed at MeasurementNow.net Initiate dialogue within your organization Test various measurement vendors Discuss viewability with your media providers BE READY TO CHANGE WITH THE TIDE 225 Santa Monica Blvd, 6th Floor Santa Monica, CA 90401 p 310 260 9666 f 310 861 8211 www.gumgum.com REFERENCES [ 1 ], [ 6 ] http://comscore.com/Insights/Blog/Viewability-Benchmarks-Show-Many-Ads-Are-Not-In-View-but-Rates-Vary-by-Publisher [ 2 ] http://iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdf [ 3 ] http://measurementnow.net/faqs/ [ 4 ] http://sticky.ad/infographics/6KyylFnxUJpAyg6NIS6RxcUw/77_percent_not_seen/ [ 5 ] http://blog.gumgum.com/2014/04/viewability-is-no-guarantee-of-being-seen/ INFOGRAPHIC PROVIDED BY
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According to comScore, more than half of all advertising impressions go unseen, creating a multi-billion dollar problem for the online advertising industry and prompting the IAB and other leading trade organizations to create a new viewable impression standard. But a standard for whether an ad is technically viewable is not the same as determining whether it was actually seen. In this educational infographic, GumGum explains the state of viewability in online advertising and gives an easy way for marketers to understand what they can do to get up to speed on the issues and implement best practices for ensuring viewability across their campaigns.
Transcript of Viewable vs. Seen Infographic
VIEWABLE VS SEENIN DISPLAY ADVERTISING
THE MAIN CAUSES OF LOW VIEWABILITY
Being viewable is not the same as being seen.
THE PROBLEM WITH WEB DISPLAY ADS
THE IMPACT 3
THE PLAN OF ACTION 4
THE BOTTOM LINE 5
1
2
54%
46%
comScore vCE Benchmarks - June 2013 [ 1 ]
NOT “Viewable”
“Viewable”
BELOW-THE-FOLDIMPRESSIONS
SLOW PAGE LOADS& SERVER LATENCY
UNKNOWNBROWSERS
NON-HUMANTRAFFIC
According to the 2013 IAB Internet Advertising Revenue Report, display spending is a $12B market. [ 2 ]
$12,821,000,000.54
IAB Revenue Report% of Wasted Impressions
THE COSTFOR BRANDS
54%
iab.net ana.net
The Association of National Advertisers
The InteractiveAdvertising Bureau
aaaa.org
The American Association of Advertising Agencies
mediaratingcouncil.org
The Media Rating Council
VIEWABLE IMPRESSION STANDARD
For more info visit measurementnow.net
50%
VIEWABLITY
TIME VIEWED
:01
Get to know advertising industry bodies active in theMaking Measurement Sense (3MS) initiative.[ 3]
After you’ve become familiar with 3MS guidelines, it’s time to learn how to measure viewable impressions using MRC Accredited viewable impression and ad verification vendors.
There is a di�erence between ads being technically viewable and those that are seen. According to a recent study by Sticky, only 51% of display ads considered “viewable” were actually seen.[ 4]
INDUSTRY LEADERSHIP
ACCREDITED PROVIDERS
Must be at least 50% of pixels in view for a minimumof 1 second.
THE EYE OPENER
VIEWABILITY IN FOCUS
In-image Benchmarks
According to an eye tracking study by Sticky, in-image adsattract more attention than traditional display advertising.[ 5]
Work with media partners who are committed to delivering on viewable impressions that get seen because they are relevantand appear in-line with content where user attention is focused.
Industry GumGum
In-image Ads Get Seen
Sticky's study reveals only half of ads that are technically viewable are actually seen
46%“viewable”
TIME IN VIEW Source: MOAT
VIEWABILITY Source: comScore[6]
:00 :300:20
0:26
31%
81%
100% of respondents viewedthe in-image ad for more than four seconds.
In-image Ads Other Display Ads
:04
TO DO’S:
Stay informed at MeasurementNow.net
Initiate dialogue within your organization
Test various measurement vendors
Discuss viewability with your media providers
BE READY TO CHANGE WITH THE TIDE
225 Santa Monica Blvd, 6th Floor
Santa Monica, CA 90401
p 310 260 9666
f 310 861 8211
www.gumgum.com
REFERENCES[ 1 ] , [ 6 ] http://comscore.com/Insights/Blog/Viewability-Benchmarks-Show-Many-Ads-Are-Not-In-View-but-Rates-Vary-by-Publisher
[ 2 ] http://iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdf
[ 3 ] http://measurementnow.net/faqs/
[ 4 ] http://sticky.ad/infographics/6KyylFnxUJpAyg6NIS6RxcUw/77_percent_not_seen/
[ 5 ] http://blog.gumgum.com/2014/04/viewability-is-no-guarantee-of-being-seen/
INFOGRAPHIC PROVIDED BY
