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Here's a sobering thought: Consumers spend less than 40 seconds on the average web page today and a full 30 percent of all online ads are never seen. The truth is that counting ads served and not ads seen is one of the biggest problems plaguing digital media today. The solution? Accountable models that let you see exactly how many people engage with your ad and how. In this workshop, Ken Sandy, SAY Media’s SVP of Product, will discuss the value of cost-per-exposure (CPX) advertising and how new technologies are changing the way brands and advertisers need to think about online impressions.
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SayMedia.com / Point-of-View Publishing
You have only 40 seconds to get a user’s attention on an average web page.
Your ad is receiving only 5-7% of the user’s attention.
Source: comScore April 2012
EyeTrackShop Fall 2010GazeHawk Winter 2011
SayMedia.com / Point-of-View Publishing
31% of impressions delivered to the average web page are never viewed.
SayMedia.com / Point-of-View Publishing
31% of impressions delivered to the average web page are never viewed.
In-view rates vary from 7% to 100%
across different sites.
Source: comScore January 2012
SayMedia.com / Point-of-View Publishing
No-one sees your online ads.
Counting impressions and not ads viewed is one of the greatest problems facing our industry.The solution? Accountable publishing and ad tracking models so marketers understand exactly how many people engage with their ads, where and how.!
SayMedia.com / Point-of-View Publishing
But first - a little bit about Say MediaPoint-of-view Publishing
SayMedia.com / Point-of-View Publishing
Amazing creative experiences.
Cost Per Engagement.
Compelling invitations.
Cross-Platform Distribution
SayMedia.com / Point-of-View Publishing
9.5 Million Engaged Readers
FashionistasBusiness People TechiesWomen
Foodies GamersMen Teens
SayMedia.com / Point-of-View Publishing
30% 60% 80% 100%69%
Exposure Rate by Site
Poor performers
Average performers
Top performers
Viewability is highly variable by site
SayMedia.com / Point-of-View Publishing
30% 60% 80% 100%69%
Exposure Rate by Site
➡ Ad location on page
➡ User time on page
➡ Ad load speed
Viewability is highly variable by site
Source: SAY Media analysis June 2012
SayMedia.com / Point-of-View Publishing
Viewability changes with ad location
Source: SAY Media analysis June 2012
Exposure Rate by Location on Site
0%
30%
60%
90%
1st page 2nd page 3rd + page
Low rangeHigh range
80%
65%
55%➡Above the fold performs best
➡Even so, 1 in 5 does not load before user scrolls out of view or leaves
➡Rapid decline second page and beyond
➡Drop off varies dramatically by site
SayMedia.com / Point-of-View Publishing
Viewability changes with page session time
Source: SAY Media analysis June 2012
Exposure Rate by User Time on Page
0%
30%
60%
90%
10sec 30sec 60sec
50%
65%
75%
➡ Longer session times
➡ Content quality
➡ New media devices (e.g. mobile)
SayMedia.com / Point-of-View Publishing
Media Buying ModelsCPM CPX CPE
Tracking Event Ad request served User exposed User interacted
Brand Exposure Not guaranteed Ad in-view Deep engagement
Publisher Incentive Generate pageviews Generate pages-in-view Increase engagement time
Supply Constraints “unlimited” Media consumption habits Media consumption habits
Publisher & Marketer alignment Mis-aligned Aligned Aligned
Accountability Not accountable Accountable Highly accountable
Will insert Site Example Here showing CPX product
SayMedia.com / Point-of-View Publishing
Implications!
Marketers want more accountable models
Publishers need to deliver brand value based on attention and exposure
New technologies are rendering the pageview and impression dead
SayMedia.com / Point-of-View Publishing
How Say Media is responding
Clean campaign: modern, responsive design
Align Value Measurement with Attention (CPX, CPE)
Focus on Page-in-view to monetize whole page
Deliver clients superior creative design, delivery & measurement
SayMedia.com / Point-of-View Publishing
Ad density creates variable value
Industry Average* Cluttered 100% SOV Clean
% OF ADS NOTICED BASED ON EXECUTION: EYE TRACKING
69% 76% 89% 100%
This study proved that ads gets noticed more in lower-density environments.
Study positioned various levels of ad density starting with ‘Cluttered’ moving to ‘Clean’ and tracked attention via eye-tracking.
Data taken from 2012 Say Media study
SayMedia.com / Point-of-View Publishing
Thank you.
