OnScrollโs Co-Founder Andy Evans (@DigitalAndy) speaks on Viewable Impressions, Viewability, the$11Billion wastage problem in the online advertising industry at the Publishing & Media Expo 2014 #PME2014 where there were over 100 specialist suppliers, 3 dedicated seminar theaters and expert insight in industry!
Deck Includes:
Are your ads being seen?
40% of Global Internet Advertising is Display = ยฃ31.8 billion
24% of UK Internet Advertising is Display = ยฃ730 Million
What is a viewable ad? 50% of the Ad has to be seen for 1 second
Why are they not seen? Up to 20 reasons!
(ATF) Above the Fold vs. BTF (Below the Fold)
How much Un-monetised whitespace is there? OnScrollโs Findings as well as others
Viewability Vendors: Retrospective Vs Pro-Active
Gold below the fold - All ads are premium
www.ViewableImpression.co.uk
www.onscroll.com
4. The size of the market
40% of Global Internet Advertising is Display
= ยฃ31.8 billion
ZenithOptimedia Forecast 2014 โ MarketingCharts.com
24% of UK Internet Advertising is Display
= ยฃ730 million
IAB & PWC Report H1 2013 โ TheMediaBriefing.com
6. โ
There are over 4 trillion display ads served
per year now. However, a huge chunk
of them are never seen by any human.
The Viewable Impression Sea Change, July 2012
7. โ
46% of online display advertising is wasted and on average
77% of the online advertising that is visible ATF classed as
โviewableโ, may remain unseen.
The uncomfortable truth about online ads and viewability, September 2013
14. Viewable for at least 1 second
50%
Definition of a viewable impression
15. Why are they not seen?
User doesnโt scroll
User clicks away
Ad blockers
Mobile/Tablet not
configured
No plug-ins for
rich media
Multiple tabs
open
17. โ
Viewability rates are a key benchmark in performance.
Early testing showed a 37% increase in ROI
by focusing on sites with high ad visibility.
Money Super Market Invest In Viewability Tech, January 2014
18. โ
Viewable impressions are the only way that advertisers can
truly experience the brand impact that display advertising is
capable of delivering.
Now you see it: Viewable Impressions, March 2012
19. โ
We want to make it clear that not every impression is created
equal. If a user never makes it to the bottom of an article, theyโll
never see such ads.
ESPN.com wants to go legit, May 2012
20. โ
All impressions are not created equal, and we believe that by
taking these significant steps to ensure viewability and targeting
of large premium ads, we can create a vehicle where marketers
can best showcase their products.
Now you see it: Viewable Impressions, March 2012
21. โ
Itโs estimated that nearly half of all online ads are placed in
spots where users arenโt able to see the. Google will now only
charge for ads that people actually see.
Google will now only charge for ads that people can actually see, December 2013
28. User engagement:
ATF
Ads
BTF
Ads
Users
Below the Fold: 85.54%
Time
Below the Fold: 31 seconds
No
Ads
A recent site audit by OnScroll
Average โengagedโ article dwell time on page โ 1:37 minutes
34. Viewability Vendors: Retrospective Vs Pro-Active
A different approachโฆ
Retrospective Approach
Proactive Approach
1. Identify the problem
2. Solve the problem
36. Gold below the fold
66% CTR Uplift
3.2x longer
viewable time
Across 50 million โviewableโ impressions,
Below the fold out-performed Above the fold
37. All ads are premium
Exchange
55% increase in programmatic eCPMโs
38. All ads are premium
betanews
Serve
79% increase in CTR
70% increase in
revenue per thousand