The Case For Viewable Impressions
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The Case For Viewable Impressions

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    The Case For Viewable Impressions The Case For Viewable Impressions Presentation Transcript

    • The Case for Viewable ImpressionsPutting the Count in AccountabilityPeter Naylor, EVP Digital Media Advertising, NBCUniversalpeter.naylor@nbcuni.com@prnaylor10/2/2012
    • “There are over 4 trillion display ads served peryear now. The truth is, however, a huge chunk ofthem is never seen by any humans.”— The Viewable Impression Sea Change, 7/25/12 2
    • Today’s Definition of an ImpressionAn impression is counted when it leaves the ad server > > Impression Counted 3
    • A Few Reasons Why An Impression ServedMay Not Be An Impression Seen below the fold: user never scrolls down to it user scrolls away too quickly ad never fully renders user immediately clicks away 4
    • The Viewable Impression: Moved From CountingAds That Are Served To Ads That Are Seen > > Impression Counted 5
    • Proposed Viewable Impression DefinitionAn impression is viewable if at least half the ad is viewed in abrowser for at least one second 6
    • Key Constituencies Agree on the NeedThe move to viewable impressions is being championed as a keytenet of 3MS by the boards of the ANA, 4A’s and IAB as the newindustry standard 7
    • Industry PrecedentThe move to audience/viewable impression is already underway 8
    • Viewable Impressions Deliver Consistent MetricsThe move to viewable impressions makes digital more consistentwith other media and is in line with initiatives to improvequality, confidence and comparability in metrics industry-wide. Viewable Impression Consistent Metric Apples-to-Apples Analysis Equal Footing Common CurrencyNET EFFECT: brand advertisers have the confidence and security to move forward with placing more ad dollars with digital media 9
    • Viewable Impressions Deliver the CommonCurrency Buyers Want “[The viewable impression] is the most realistic view of internet ads that will move the business… It’s a new currency that we can organize around.” — David Cohen, Chief Media Officer, Universal McCann + Chair of the 4As Interactive-Media Council “[Viewable Impressions] allow for easy comparison between digital and TV.” — Rick Hosfield, VP Content Planning & Distribution, General Mills “We have to learn to speak the same language with online and offline if we want to move packaged-goods business to interactive. Weve got to start with the same definition.” — John Montgomery, Chief Operating Officer, Group M Interaction 10
    • Stage 1 Pilot in Field TodayTesting structure in place to validate measurement with smallnumber of publishers to test technical feasibility. Managing Agency-Marketer pilots with billions of impressions. Ad server & vendors underway in testing technology Publisher-provided inventory 11
    • Vendors Have Reported a Wide Range ofViewable Estimates: comScore Definition: 50% of banner in view for at least 1 secondSource: comScore, The Future in Focus, 12/11 12
    • Vendors Have Reported a Wide Range ofViewable Estimates: RealVu Definition: 60% of banner in view for at least 1 secondSource: RealVu, 12/11 13
    • Unveiled ServeView™ in Q42010“Viewable Impressions” on msnbc.com experienced record-breaking engagement ServeView™ Launch Observations ▪ Initial ~30% drop in ad inventory ▪ Huge increase in ad effectiveness with “bad” impressions removed The “viewable” ad ecosystem produces more ROI; and ad dollars producing more ROI, beget larger budgets.msnbc.com CTR reflects average across all available performance data for a given ad size. 14
    • Among First to Test Viewable Impressions▪ Teamed up with Horizon Media and RealVu to test viewable impressions campaigns▪ Several test campaigns launched in May 2012 with Horizon Media clients▪ Campaigns employed RealVu Technology – ensuring that only viewable impressions would be delivered “We want to make it clear that not every impression is created equal. We need to level set...” ─ Lisa Valentino, VP, Digital Ad Sales at ESPN in AdWeek, May 15, 2012 15
    • Finance Site Seeking Alpha Offers VCPM InventoryAims to identify ads as 100% viewable“We recognize that there are many publishers you can purchaseads from, including DSPs and networks, however do you reallyknow what you are purchasing and how many of your ads areactually in-view?Seeking Alpha is a site designed for performance."Joseph Porcellini, Vice President of Sales,Seeking Alpha, MediaPost, July 19th, 2012 16
    • Ad Visibility Vendors ProliferateSources: IAB, Marketing Measurement Make Sense; Adometry, The Evolving World of Ad Verification; RealVu, Description of Methodology; Media Rating Council, Accredited Services[1] Marking Measurement Make Sense {3MS} is the measurement initiative that is a joint undertaking of the ANA, The 4A’s and the IAB 17
    • Concerns & ImplicationsPublishers take on burden of cost/lost impressionsART: Design Implications ▪ Page views (editorial) vs. Ad views (revenue) ▪ Opportunity to deploy IAB Rising Stars? ▪ Appify Sites? One ad per page/no scrolling?SCIENCE: Need to address multiple ad technology issues ▪ i-frames, auto-refresh, ad weight, data, etc.POTENTIAL RISK ▪ The viewable impression is coming. Who is ready? 18
    • Viewable Impressions: Online Display is Growing UpPeter Stabler, Senior Analyst, Wells Fargo, September 5, 2012▪ ―Potential change of transactional currency a major positive for brand marketers‖▪ ―We view marketers as the leading beneficiaries of viewable impressions as better data should fuel better media planning decision making and confidence in the media type.‖ 19
    • Thank You!Peter Naylorpeter.naylor@nbcuni.com@prnaylor 20