MIXX 2013: Adconion "How Canada Can Shape the Future of Viewability"

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Insightful, and timely, insights into what Canada needs to know about viewability - and the benefits we have in this marketplace to be leaders in the space. Presented by Jennifer Witt, Sr. Director of Business Analysis at Adconion in March 2013 at IAB Canada's MIXX Conference.

Published in: Marketing, Technology, Business
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MIXX 2013: Adconion "How Canada Can Shape the Future of Viewability"

  1. 1. DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL PRESENTER Jennifer W itt Senior Director of Business Analysis March 21, 2013 HOW CANADA CAN SHAPE THE FUTURE OF VIEWABILITY DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL
  2. 2. OFFICIAL DEFINITION OF IN-VIEW IN-VIEW IS DEFINED BY THE 3MS AND ACCREDITED BY THE MRC IN-VIEW NOT IN-VIEW An ad is considered “In-View” if 50% or more of the ad is visible for 1 second or more DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 2
  3. 3. IN VIEW MEASUREMENT TWO METHODS OFFER DIFFERING LEVELS OF MEASURABILITY y Geometric Method (x,y) Browser Optimization Method • Basic (x,y) plot points • • Cross domain iframe limitations • Web kit browser limitations • Variable measurability • External programs not detected • Measurable impression superiority • 3 vendors offer demo info • No vendors offer demo info • 3 vendors MRC accredited • MRC accreditation still pending Memory allocation determines viewability • Usable with cross domain iframes, x web kit, or external programs *This is the definition proposed by the 3MS and accredited by the MRC DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 3
  4. 4. CA VENDOR LANDSCAPE AGENCIES SHOULD CHOOSE BASED ON DEFINED VARIABLES Vendor Method MRC Accreditation Status Demo Insights None Geometric Officially Pending - ETA April Not Listed as Seeking Accreditation None Officially Pending - ETA April None Not Seeking None Browser Optimization DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 4
  5. 5. CANADA’S OPPORTUNITY LEVERAGE CLICK BASED ATTRIBUTION POPULARITY Key concern for agencies and vendors is how viewability will change attribution modeling • “View” based conversion attribution credits conversions to the last user who was served an impression  To measure true view based conversion stemming from in view impressions, ad servers will need to create, acquire, or partner with third party viewability vendors • Click Conversion based attribution credits conversions to the last user who clicked on an ad  With proper click fraud protection in place, you can implement viewability across this attribution model quickly and without ad server integration • Compared to major markets like the US, UK, and AU, Canada uses click based attribution or awards only partial credit to view based conversions • Canada is engaging in a more significant debate over the 3MS definition DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 5
  6. 6. Canada is uniquely positioned to lead the industry forward with thoughtful challenge to the definition of an in view impression and faster client adoption due to click conversion attribution modeling Adconion Direct has started an aggressive education campaign on viewability to help Canadian agencies and clients understand the methodologies, landscape, and terminology We’ve presented thought leadership in 20 agencies and to more than 300 people in an effort to help the market make fully informed decisions on partnerships and positioning We will be presenting these materials via webinars on Wednesday, March 27th at 11:30am EST and Friday, March 29 th at 1pm EST WE CAN SHAPE THE FUTURE OF THE VIEWABILITY MOVEMENT DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 6
  7. 7. THANK You have been awesome! PRESENTER Jennifer W itt YOU! DISPLAY | VIDEO | MOBILE | EMAIL | SOCIAL 7

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