Viewability: Lessons Learned and Opportunities for Ireland · 2015. 2. 27. · viewability generated 75% increase in sales lift 100 175 Less Than 50% Viewability At Least 70% Viewability

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Viewability: Lessons Learned and Opportunities for Ireland

Richard Goemaat [email protected] 26th February 2015

© comScore, Inc. Proprietary. 2

Lessons learned along the way


Lessons learned along the way


Why 100% viewable ads served is not realistic?

User leaves page before 1 second

Non-human traffic drives up impression counts, when a person never actually saw the ad

User’s browser isn’t on full-screen setting


51% Spain

50% Italy

41% France

38% UK

5 © comScore, Inc. Proprietary.

comScore in-view benchmarks

Source: comScore vCE Benchmarks, Q2 2014.

The global vCE norms database comprises data from more than 200 billion impressions served over the course of a 21-month rolling period.

© comScore, Inc. Proprietary. 6 © comScore, Inc. Proprietary.

Source: comScore vCE, 2012-2013, Global.

Premium is defined by Ad Metrix as having an average CPM above USD $5.00 and an average monthly ad revenue of $100,000.

% Ads Viewable by Placement Type

Viewability rates vary by publisher and placement


$-

$4.00

$8.00

$12.00

$16.00

$20.00

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CPM

Pric

e

Average In-View Rate

Correlation of In-View Rates to CPMs

An ad that isn’t seen can’t make an impact

Viewability measurement can help better align price and value

7 © comScore, Inc. Proprietary. Source: comScore Custom Analysis, U.S., Q2 2014


A served ad impression has been

validated

A target audience has been

reached

Online advertising is

performing

Trusted independent measurement is needed to reveal when:


Not all viewability measurement is created equal

Are they audited or self

reported?

Do they use basic or advanced NHT

filtering?

Are they complying to

MRC standards & definitions?

Ask yourself…

Are the viewable ads hitting the

target audience?

Are the viewable

ads brand safe?


comScore validated Campaign Essentials (vCE)

audience §  age §  gender §  unique users §  R/F

AUDIENCE MODULE

in-view

geography

brand safety

non-human traffic

AD VALIDATION MODULE


comScore validated Campaign Essentials (vCE)

audience §  age §  gender §  unique users §  R/F

AUDIENCE MODULE

in-view

geography

brand safety

non-human traffic

AD VALIDATION MODULE


ABC Viewability Results – Nov 2014 comScore offers complete measurement of viewability

comScore Results Did the product perform as expected in the following scenarios?

Browser and OS

1. Ad is in view but served within

multiple cross-domain IFRAMEs

2. Browser window is moved off

viewport

3. Page is scrolled away from ad

4. Browser is resized so that less than 50% of ad is

visible

5. Page carrying ad is opened in a hidden page

6. Page carrying ad is opened in a

hidden tab

7. Page carrying ad loses focus

Firefox Windows

Yes Yes Yes Yes Yes Yes Yes

Chrome Windows

Yes Yes Yes Not tested Yes Not tested Yes

IE8 Windows Yes Yes Yes Yes Yes Yes Yes

IE11 Windows Yes Yes Yes Yes Yes Yes Yes

Safari MacOS See note* Not tested Yes Yes Not tested Not tested Not tested

*comScore advises that for impressions served via cross-domain IFRAMEs in Safari, comScore uses placement-level projection techniques to estimate viewability for this browser in the Audience module of validated Campaign Essentials™. “Not tested” shows where a particular test, in a particular browser, was not possible due to technical limitations in the testing and should not be considered a technical limitation of the product being tested.

Source: ABC http://www.abc.org.uk/Documents/Viewability/ABC_ViewabilityReport_Nov14_FINAL2.pdf

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 13

Viewability in Action: Benefits for Buy Side and Sell Side vCE and vME

© comScore, Inc. Proprietary. 14 14 Source: comScore and Kellogg’s case study, 2012. © comScore, Inc. Proprietary.

“At Kellogg’s we have tripled our digital marketing spend over the past few years …One of the key factors justifying this shift is the ability to measure every impression – from viewability to targeting effectiveness”

Matt Pritchard, former European Digital Director, Kellogg Company


40% improvement in

viewability generated

75% increase in sales lift

100

175

Less Than 50% Viewability At Least 70% Viewability

Higher viewability can impact sales lift

Source: comScore and Kellogg’s case study, 2012.

Digital Sales Lift Index Indexed to 100 for Less Than 50% Viewability

of Impressions

15 © comScore, Inc. Proprietary.


CafeMom worked closely with comScore to develop and test strategies for their inventory:

•  comScore client service recommended changes to ad placement and setup

•  CafeMom monitored vME performance, implemented winning strategy

vME improves viewability of publisher inventory

2X

% Viewable Impressions: Inventory


How agencies and advertisers can take action


comScore has integrated with a variety of partners to deliver more efficient campaign delivery measurement

© comScore, Inc. Proprietary. 19 © comScore, Inc. Proprietary.

Thank you!

Download at www.comscore.com Questions/feedback or to get

started with vCE or vME: Richard Goemaat [email protected]