Who is Alenty ?French company, Paris based, leader in ad visibilitymeasurement and optimisation…since 2008…in France, UK, Germany and the USA…we measure Billions of impressions…in most markets…we focus solely on visibility2
Why viewability?This is not a specialist subject anymore: standardisationis coming from the US (1s, 50% of surface): Viewed CPMwill replace CPM…Viewability will become a currency if almost 100% of theinventory is measuredTo tackle the inefficiency of the media (30% of theinventory of campaigns is not seen at all)…and therefore makes this media as attractive as TV inorder to shift branding advertising budgets……and/or optimize conversion for direct responsecampaign3
15Viewability optimizationExport to black list at placement levelJust copy & paste in Appenexus black listsplacements with poor viewability ratioEnd of Q2 2013, this manual processwill be completely automitized
17Alenty agregated prebidvs syndicated URL PrebidAlenty : Proprietary “agregated” prebid at placement level• Same efficiency around 5 x cheaper (no server costs)• Your data belong to you and only to you• Automatic Prebid black lists based on your previous campaigns• Feasible on Appnexus today. Turn? Mediamath?InviteSyndicated URL prebid• Might be more accurate (no evidence yet)• Based on the others measurement• Big clients contribute to smaller ones• Nobody is incentived to measure• Harder to renew the data• High price due to high server costs
Branding campaigns: duration is key…19Source: Temporis Digital (Canal Plus, Mediamento, Alenty)Ad not seen Ad seen a few seconds Ad seen more than 10seconds“If you do not see the message you will never remember it !”Recall score uplift
...and the message needs to be « efficiently »repeated several timesEffective frequencyRecall scoreBest recall score obtained with a 4- impression repetition20Confidential - Copyright 2011
Ad-ViPer for Infectious Media – November 2012 21Extract from Infectious Media RTB Insight Report Summer 2012« Efficient » frequency has also an impact ondirect response campaign !
You can therefore take into accountad-exposure duration…
How many impressions are seen efficiently ?23Efficient impressions75% surface during 10s or moreEfficiency ratioPremium: 40%Ad-exchange: <30%
24Just set up a new thresholdto take into account ad exposure durationIf your message last 10 s…. It will be more efficient if actually seen 10 s !