My take on Online Ad Viewability.

1. Online Ad Viewability
Alan King: Feb 14

2. VIEWABLE ADSERVED AD
An ad impression is only counted
when it has had an opportunity to
be seen
An ad impression is the same as a
server request. Counted no matter
what the conditions are.
Ad viewability
What’s the difference between viewable and served impressions?

3. Ad viewability
Benchmarks differ depending on the technology used to measure
Technology Overall Pub Direct Networks / Exchanges
Comscore 46% 53% 31%
Double Verify 54% 64% 55%
Integral 42% 61% 43%
Moat 56% N/A N/A
Average Viewability Benchmarks
Source: published by each respective vendor (comScore in July 2013, DV in Oct
2013, Integral in Feb 2013, Moat in Aug 2013

4. Ad viewability
Broad consensus that 50% of ads are never seen

5. Ad is
served to a
part of the
page a
user
doesn’t
see
A user
clicks
away
before an
ad is
loaded
Ad
Blockers
are being
used
The
browser
doesn’t
have plug
ins for rich
media
Ad loads
on a
mobile
device not
configured
to render it
Ad viewability
There are many reasons an ad may not be seen

6. Ad viewability
But what does seen really mean?
It used to be different. 100% of ad in view no specified time length

7. Ad viewability
That’s this
This animates for 0.5 secs in the PPT

8. Ad viewability
Or more like this
This animates for 0.5 secs in the PPT

9. 1. The existing viewability standard
makes sense
2. Viewability is accurately measureable
3. It’s a silver bullet
4. It’s new
Ad viewability
Myths about ad viewability
Myths via Turn: http://www.turn.com/news/four-top-myths-about-online-ad-viewability

10. Jakob Nielson 2007
Ad viewability
Some studies show ads with an opportunity to see aren't viewed

11. Ad viewability
Some studies show ads with an opportunity to see aren't viewed

12. Ad viewability
The opportunity to see ATL

13. Some publisher answers to viewability

14. Publisher Answers
Some happy media owners; advertisers risk playing into their hands
Source: Forrester / Onscroll

15. Publisher Answers
Many believe that simply placing ads above the fold answers the problem

16. Publisher Answers
Our Least viewed ad placement

17. Publisher Answers
Value exchange carousel

18. Publisher Answers
Value exchange carousel

19. Publisher Answers
Cost per engagement ad

20. Publisher Answers
Some put as many ads on a page as they can

21. Publisher Answers
Cover the screen

22. Publisher Answers
Cover the screen

23. Publisher Answers
Cover the screen

24. Publisher Answers
Cover the screen

25. Thinking about mobile

26. Gartner
Mobile
We know it’s the future

27. Nexus 7, iPad mini, Kindle Fire HD, and Nook HD
EyeTrackShop Nov 2012
Mobile
Viewability is less of an issue

28. Mobile
Banners aren’t the best solution

29. Mobile
Will people prefer expanding ad formats on a mobile device?

30. Publisher Answers

31. Mobile
Quality targeting and relevant audience message

32. What’s UM Doing?

33. • Focus on automation
• Focus on bespoke
• Focus on content
• Focus on innovation
Ad Viewability
What’s UM Doing?

34. Our approach to Ad Viewability
34
The first MRC accredited viewability product that incorporates Suspicious Activity. We
continue to provide the only pre-bid viewability targeting solution in the marketplace.
+ + +
‘Friendly’
iFrames
Cross-domain
iFrames
Triangulation Flash pixel
=
Post buy – Reporting
% of ads in view on page load
% of ads in view for > 1 sec
% of ads in view for > 5 secs
Average time in view (secs)
Average time on page (secs)
Pre bid - Optimisation
Top 10% likelihood
Top 20% likelihood
Top 30% likelihood
Top 50% likelihood
Top 75% likelihood+
% of Suspicious Impressions
What’s UM Doing?
Integral Ad Science; best in class solution

35. Going beyond Ad Viewability
Brand Safe content
Suspicious Activity
Ad Viewability
True Viewability
Performance
Ad Viewability should not be the only consideration when measuring impression quality…
+
+
What’s UM Doing?
Integral Ad Science; best in class solution

36. What’s UM Doing?
Integral Ad Science: Our programmatic buying viewability beats the market through
TRAQ score optimisation
Confidential

37. What’s UM Doing?
Bespoke: Media summary slide 2010

38. What’s UM Doing?
Digital strategy has been content driven since 2004

39. What’s UM Doing?
Bespoke & Innovation: Inventing ad formats people want to see

40. Ad Viewability
In summary: A conversation about viewability is a conversation about quality
• We can now track which ads have an OTS
• Viewability benchmarks differ
• The definition of ‘viewable’ needs a lot of work
• Publishers, tech companies, auditors & various middle men can
capitalise on fear
• Lots of shady practices
• What about mobile?

41. Perhaps if everyone starts with quality media / data
planning, focuses on truly engaging advertising &
uses best in class tech to manage & optimise; the
industry won’t be in a pickle for long