Viewability of Online Ads by Augustine Fou Advanced Technical Forensics

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Less than half of display ads are considered viewable -- and that is based on a loose definition of 50% of the pixels of the ad in view for 0.5 seconds.

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Viewability of Online Ads by Augustine Fou Advanced Technical Forensics

  1. 1. Viewability of Online Ads Dr. Augustine Fou http://linkd.in/augustinefou December 2013 -1- Augustine Fou
  2. 2. Viewability by Time-in-View When it comes to viewability, directSource: Integral were seen Feb 2013 sold ads ads, again,Ad science for the via AdExchanger longest amount of time. Of direct ads, 56% were in view for more than one second, 37.8% were seen for more than five seconds, and 22.7% were in view for more than 15 seconds. Exchange ads saw the lowest viewability, as 37.6% were in view for more than one second, 26.1% were seen for more than five seconds, and 15.7% for more than 15 seconds -2- Augustine Fou
  3. 3. 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts -3- Augustine Fou
  4. 4. 54% Online Ads Aren’t Viewed ComScore counts an online ad as viewable if at least 50% of pixels are in view for at least half a second for a site visitor. Source: comScore June 2013 via MarketingCharts -4- Augustine Fou
  5. 5. Viewability of Display Ads Publisher direct is best and lowest risk Source: Integral Ad Science Sept 2013 via MarketingCharts -5- Augustine Fou
  6. 6. Where Fake Impressions Come From Ad exchanges are particularly prone to fraud because shady sites sell enormous quantities “ad impression inventory” into the exchanges for re-sale. Source: Integral Ad Science, via BusinessWeek Nov 26, 2013 -6- Augustine Fou
  7. 7. Average Viewability Source: The Guardian Dec 2013 -7- Augustine Fou
  8. 8. Viewability by Site Type 63% of ads NOT in view Source: PointRoll June 2013 via MarketingCharts -8- Augustine Fou
  9. 9. Viewable Rate by Industry Vertical Viewable rates ranged from a high of 73% for the travel vertical to a low of 50% for the financial vertical, with CPG (68%) and B2B (67%) among the higher performers and retail (63%) right on the average. Viewability was found to (not surprisingly) impact clickthrough rates (CTRs): those 63% inview had a 54.5% higher CTR than the average. Source: DG MediaMind March 2013 via MarketingCharts -9- Augustine Fou
  10. 10. Viewable Ads, Higher CTR Source: Infectious Media Question is, how do humans click non-viewable ads? - 10 - Augustine Fou
  11. 11. Video Ad Viewability A new study [download page] from VideoHub indicates that during the first quarter, average viewability for online video ads in the US was 83%, although rates varied widely among properties, from 43% on the low end to 94% on the high end. Broadcast TV sites fared best (89% on average) among property categories, with networks and exchanges (73%) bringing up the rear. Source: VideoHub August 2013 via MarketingCharts - 11 - Augustine Fou
  12. 12. Video Ad Viewability Source: Tremor Video - 12 - Augustine Fou
  13. 13. Related Articles Fake YouTube Videos By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 - 13 - Augustine Fou
  14. 14. Dr. Augustine Fou – Digital Consigliere “Over the course of 2013 we saw the dramatic rise in the number of display and video ads; however, along with this increase was a dramatic rise in ad fraud, from fake impressions or ads that are not viewable.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 14 - @acfou Augustine Fou
  15. 15. APPENDIX - 15 - Augustine Fou
  16. 16. Viewability of Display Ads Source: Integral Ad Science Feb 2013 via MarketingCharts - 16 - Augustine Fou

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