X-Series: Metrics 2014: Measurability and Viewability
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Transcript of X-Series: Metrics 2014: Measurability and Viewability
IAB X-Series:
Measurability & Viewability
Presented by: Ian Hewetson, VP Client Services
December 4, 2014
Quality, Transparency & Measurability
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“Think about what this means for us as an industry. When we're rejecting 75% to 85% of the impressions available, that's a problem.”Julie Fleischer, Kraft Foods
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The Basics
• IAB standard: 50% of the pixels of an ad must be in view for 1 second or longer
• …although, some advertisers are already demanding more (on Nov 10, AdAge reported that Unilever and Group M require 100% in view)
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Technical Standards
Originally, the viewability standard was meant to be transactional
As of now there are still big discrepancies between all of these 16 vendors certified by the MRC.
This means that budget reconciliation between publishers and advertisers remains a challenge.
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The two methods of measurement
1) Geometric – the position of the browser window on the page is compared with the position of the ad. This method is standardized across multiple vendors.
2) Browser Optimization – based on the processor activity as an ad comes into view of the browser. This method has multiple variations between vendors.
For this study, eyereturn used the geometric method.
Why look at Measurability + Viewability?
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Organic
Kale Chips
BBQ
Looking at Viewability alone is like looking at a nutrition label without taking into account the serving size…
Looks pretty good!
Why look at Measurability + Viewability?
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Organic
Kale Chips
BBQ
….but maybe the results aren’t as good once you dig a little deeper!
• Research Background• Results
• Observations
• Key Takeaways
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282,987,300 standard display impressions
No mobile, no pre-roll video
Impressions ran between October 1 and 31, 2014
Post click / viewthrough conversions measured where applicable
Research Background
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Impressions Analyzed
282,987,300 impressions analyzed from ad serving October 1 to 31, 2014
• Research Background
• Results• Observations
• Key Takeaways
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Introduction to the Graphs
Vie
wab
ility
Measurability
Viewability vs Measurability
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Viewability & Measurability by Browser Type
Vie
wab
ility
Measurability
25 million
50 million
75 million
Impressions
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Viewability & Measurability by Browser Type
Vie
wab
ility
Measurability
Chrome
Firefox
IE
Safari
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Viewability & Measurability by PublisherViewability vs Measurability by Publisher
Vie
wab
ility
Measurability
1 million impressions
2 million impressions
3 million impressions
4 million impressions
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Viewability vs Measurability by Programmatic
Vie
wab
ility
Measurability
Viewability & Measurability by DSP
5 million impressions
10 million impressions
15 million impressions
Viewability & Measurability Publisher vs DSP
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Publisher
Programmatic
Publisher
Impressions
10 million
20 million
30 million
40 million
50 million
Measurability
Vie
wab
ility
Viewability & Measurability – Top DSPs
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There are DSPs that provide
you with better quality
inventory
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
Impressions
Vie
wab
ility
Measurability
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Viewability & Measurability by “Premium” Domains
Does site “Quality” =
higher levels of Measurability?
Vie
wab
ility
Measurability
100,000
200,000
300,000
400,000
500,000
Impressions
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Viewability & Measurability by Suspicious Domains
Fraud sites often optimize
towards viewability
High Viewability ≠
High Measurability
Vie
wab
ility
Measurability
250,000
Impressions
500,000
750,000
1,000,000
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CPM effect on Viewability & Measurability
Do higher CPMs give you more
Measurable Inventory & Higher
Viewability?
Viewability vs Measurability for higher cost inventory
Vie
wab
ility
Measurability
CPM Scale
• Research Background
• Results
• Observations • Key Takeaways
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False Economy? The influence of viewability on eCPM
$2.50 $2.96
$6.40
$11.02
Total Inventory Artifical Removed Out of View Removed Unmeasurable Removed
100% 84% 39% 27%
CPM
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Traditional Conversion Tracking – Total View-throughs
Total Conversions: 1372
How Does Viewability Relate to Conversions?
Total Conversions: 197
Tracking with Certainty – Only Measurable and Viewable
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Behind the High Viewability Screen
High Viewability doesn’t mean a thing without knowing Measurability
What your average DSP will show you What you should ask your DSP to show you
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Advertisers and publishers often use different vendors resulting in discrepancies
As the market consolidates we see verification vendors looking to become the standard on both the buy and sell side resulting in some interesting market pressures
In the few deals we’ve seen, publisher CPMs increase if the buy is negotiated based on viewability.
Whose numbers are right?
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Publisher Strategies
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Publisher Policy – A sample excerpt
• Buyer and seller agree to a percentage of traffic that will be guaranteed viewable based on IAB standards.
• If buyer chooses to use a viewability vendor other than the one used by publisher, rates must be within 10%, or publisher viewability numbers will prevail.
• Both sides to provide weekly viewability numbers to the other party
(paraphrased from Nov 17 admonsters blog post by Joe Luna, Fox News)
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• If a robot “sees” an ad – it IS considered viewable.
• Viewability is not a valuable metric unless you minimize fraud before measuring.
• Fraud sites are often engineered to show many ads above the fold.
Where does fraud fit in?
• Research Background
• Results
• Observations
• Key Takeaways
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• The key predictor of measurability & viewability is transparency of domain
• Where publishers are transparently identified, whether the buys are direct, or programmatic, measurability and viewability are both generally higher.
• Even though this transparent inventory may be more expensive, these buys may ultimately offer more REAL value, in several ways:
1) Conversion costs become more accurate after removing non-human traffic, and measurable non-viewable traffic.
2) Transparent (ie friendly iframe) inventory is more easily vetted for non-human traffic, nested ads
Analysis
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1) Make sure all the details of any viewability based buy are in a contract; including which party’s numbers will prevail.
2) Choose a partner who can report on multiple dimensions of viewability, including fraudulent sites, domain spoofing and non-human traffic.
3) Take a deeper look into viewability numbers. Are those viewable percentages coming from only measurable inventory?
4) Is it time to increase the CPM you are willing to pay to receive quality measurable and viewable inventory?
Viewability Best Practices