The Surprising Lessons Learned by Buying a Few Billion Viewable Impressions - Digiday Agency Summit, March 2015
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Scott Spaulding from Quantcast's lunch workshop presentation from Digiday Agency Summit in New Orleans, March 2, 2015.
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The Surprising Lessons Learned by Buying a Few Billion Viewable Impressions - Digiday Agency Summit, March 2015
- 1. 1 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential The Surprising Lessons Learned By Buying A Few Billion Viewable Impressions Scott Spaulding, Quantcast
- 2. 2 | Copyright 2014 Quantcast | Confidential @Quantcast V i e w a b i l i t y
- 3. 3 | Copyright 2014 Quantcast | Confidential @Quantcast 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.
- 4. 4 | Copyright 2014 Quantcast | Confidential @Quantcast 100%
- 5. 5 | Copyright 2014 Quantcast | Confidential @Quantcast AD Lorem ipsum dolor sit amet, affert nonumes efficiendi no duo, harum invenire duo eu. 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. Lorem ipsum dolor sit amet, affert nonumes efficiendi no duo, harum
- 6. 6 | Copyright 2014 Quantcast | Confidential @Quantcast A (very) brief history of viewability Then Now First measurement MRC advisory The 3MS definition MRC starts accrediting vendors The MRC lifts its advisory
- 7. 7 | Copyright 2014 Quantcast | Confidential @Quantcast 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
- 8. 8 | Copyright 2014 Quantcast | Confidential @Quantcast 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
- 9. 9 | Copyright 2014 Quantcast | Confidential @Quantcast 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 Viewability 65% 55% 44% 0% 20% 40% 60% 80% 100% Exchange A Exchange B Exchange C
- 10. 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% %ofRTBimpressions Probability of being viewable @Quantcast
- 11. 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. 86 100 133 192 0 50 100 150 200 250 0-25% 25.1-50% 50.1-75% 75.1-100% Viewability eCPMIndex(100=RTBaverage) @Quantcast
- 12. 12 | Copyright 2014 Quantcast | Confidential @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
- 13. 13 | Copyright 2014 Quantcast | Confidential @Quantcast 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
- 14. 14 | Copyright 2014 Quantcast | Confidential @Quantcast ATTENTION is the advertising currency of the future
- 15. 15 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential Q&A 15 Thank you! Scott Spaulding, Quantcast sspaulding@quantcast.com
Notes de l'éditeur
- Hi everyone, thanks for having us today. I am a Principal Product Manager at Quantcast, a technology specialized in audience measurement and real-time advertising. We were an early pioneer in online audience measurement back in 2006 and we continue to be today. We have insights on over 100 million web destinations and we are currently one of the top 5 largest processors of data in the world This unique digital footprint gives us one of the most in-depth understandings of digital audiences across the web and powers our Advertising product - acting on real-time audience behaviors and predicting your customers next move to get you there first.