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CFallon Time Inc
- 1. ENHANCING AD VIEWABILITY IN PREMIUM DIGITAL ENVIRONMENTS
- 2. Viewability: A Premium Publisher’s Perspective Reaching 1 in 2 Americans
- 3. Viewability Definitions and Status • The IAB definition for “In-View”: >50% of an ad’s pixels in view for > one continuous second • On March 30th, the MRC lifted its advisory against trading on viewability, and in its opinion, the measurement ecosystem has reached a state where parties can begin to move towards trading on viewability. • On June 30th, the MRC released its standard for In-StreamVideo advertising, which currently stands at the same 50% of pixels, but for two seconds.
- 4. Moat:Time Inc Ad Campaigns, 2014 Viewability Can be Good for Publishers,Too In-View Rate vs. Engagement Rate Time Inc Campaign Placements: 2014 InteractionRate% Viewability Rate %
- 5. Source: Integral Ad Science; Q2, 2014 ComScore vCE; Q2,2014 MOAT; Q2, 2014 So What’s Average? 47.6% 45.9% 49.4% Exchanges Networks Direct Publishers 45.9% PremiumNon-Premium 45.4% 728x90 300x250 970x250 300x1050 45.9% 48.4% 55.5%43.5% 54.8% 59.6% 61.4%
- 6. 19.7 10.3 5.4 4.0 Out of Sight Out of Focus Missed Opportunity Time Missed Opportunity Area Out-of-View Impressions Moat Analytics: Q2-2014 Benchmarks Website X Search Headline - #1 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Article Number 2 Headline Article Number 3 Headline Article Number 4 Headline Article Number 5 Headline Article Number 6 Headline Ad Unit #1 Video’s of the day Trending What’s Hot Article Number 2 Headline Article Number 3 Headline Article Number 4 Headline Article Number 5 Headline Article Number 6 Headline Tweet #1 Tweet #2 Tweet #3 Tweet #4 Tweet #5 Newsletter Signup Content Feature #1 Content Feature #2 From around the Web email Company Info Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Out of View What’s Driving this Non-Viewable Rate?
- 7. What’s Driving this Non-Viewable Rate? Moat Analytics: Q2-2014 Benchmarks 19.7 10.3 5.4 4.0 Out of Sight Out of Focus Missed Opportunity Time Missed Opportunity Area Out-of-View Impressions
- 8. What’s Driving this Non-Viewable Rate? Moat Analytics: Q2-2014 Benchmarks 19.7 10.3 5.4 4.0 Out of Sight Out of Focus Missed Opportunity Time Missed Opportunity Area Out-of-View Impressions
- 9. Website X Search Headline - #1 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Article Number 2 Headline Article Number 3 Headline Article Number 4 Headline Article Number 5 Headline Article Number 6 Headline Ad Unit #1 Trending What’s Hot Article Number 2 Headline Article Number 3 Headline Article Number 4 Headline Article Number 5 Headline Article Number 6 Headline Tweet #1 Tweet #2 What’s Driving this Non-Viewable Rate? Moat Analytics: Q2-2014 Benchmarks 19.7 10.3 5.4 4.0 Out of Sight Out of Focus Missed Opportunity Time Missed Opportunity Area Out-of-View Impressions
- 10. Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit Ad Unit IntegralAd Science; Q2, 2014 Ad Unit Ad Unit Non-HumanTraffic & Fraud Ad Fraud 0% 5% 10% 15% 20% 3.5% Direct Publishers 16.5% Exchanges 10.5% Networks TOTAL 11.5%
- 11. So How isTime Inc. Addressing this Issue? Analyze Optimize 2.1. 3. Audit
- 12. Network Audit Worked with many of the leading players in the viewability measurement space, including ComScore’s vCE, vME, Nielsen’s OCR, MOAT, and Double Click’s ActiveView
- 13. Prioritizing Action Plans for Inventory Scale/Value of the Placement ViewabilityRate 2. 4. 1. 3.
- 14. Website X Search Tweet #1 Tweet #2 Tweet #3 Tweet #4 Tweet #5 From around the Web email ATF Ad Unit Learnings & Best Practices • Above-the-Fold ad, adjacent to the content. • Still subject to potential issues due to Out of Focus, Opportunity Time. • Another important consideration is the screen resolution, and specifically browser height.
- 15. Website X Search Tweet #1 Tweet #2 Tweet #3 Tweet #4 Tweet #5 From around the Web email Company Info Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed BTF Ad Unit • Every page has, or should have, an intended consumer path. • Ads that are aligned with that primary path do well in terms of viewability • This is probably more important than the Above-the-Fold/Below- the-Fold delineations. Learnings & Best Practices
- 16. Website X Search Tweet #1 Tweet #2 Tweet #3 Tweet #4 Tweet #5 From around the Web email BTF Ad Unit ATF Ad Unit Learnings & Best Practices
- 17. Website X BTF Ad Unit ATF Ad Unit Search Learnings & Best Practices
- 18. Website X Search Photo Caption Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed ATF Ad Unit Video’s of the day Content Feature #1 Content Feature #2 From around the Web Company Info Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Learnings & Best Practices Website X Search
- 19. Photo Caption Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed BTF Ad Unit Video’s of the day Content Feature #1 Content Feature #2 From around the Web Company Info Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Website X Search Learnings & Best Practices Website X Search
- 21. Time.com Redesign: Home Page Home Page StoryWell. Cleaner design encourages deeper engagement with the content Home Page ContentWell 300 x 250 Ad Unit Fixed Position Above-the- Fold Responsive design that optimizes to accommodate desktop, tablet and mobile form factors
- 22. Time.com Redesign: Article Page Fixed above the fold 300 x 250 unit. Viewable until new article loaded and then ad refreshes Flex UnitAd Position embedded in the Content Well. “Lazy-loaded” within 20 pixels of being in view ContentWell, unlimited scroll format encourages deeper engagement with the content StoryWell, contains most recently published and top trending articles.
- 23. SI Redesign: Home Page Premium Positioning for 300 x 250 Premium Positioning for 300 x 140 Units below the fold – “lazy loaded” to improve viewability Flexible content modules that facilitate full range of desktop, tablet and mobile form factors
- 24. SI.com Redesign: Photo Galleries Opens into a full screen Gallery. Superior consumer experience for photos, plus offers more real estate for ad units Fixed iFrame for photo captions creates fixed position for ad unit Above the fold, fixed position 300 x 250. Intended consumer path is to click the next button, and therefore no ads below the fold
- 25. Transitioning toViewable Optimized Galleries
Editor's Notes
- Time Inc is in the business of creating unique, premium content experiences across our 21 digital brands, that deliver incredible value to loyal audiences and advertising partners. The assumptions going in to this initiative were that viewability was an known, but unspoken issue across the industry – and that collectively, premium publishers will probably benefit to a greater extent vs other publishers, who may have had less emphasis on servicing advertisers through their direct relationships. While most responsible publishers had traditionally designed their experiences to ensure advertising was given prominent positioning within that experience, there was very little data available to evaluate and optimize how well they were doing. Enter the new ecosystem of vendors promising a single line of code that would solve all the problems of viewability. While this technology has been available for some time, a lack of standards and inconsistency in reporting have prevented this a fully embraced action plan by many publishers. Time Inc has been working with a broad range of vendors to measure, analyze and optimize their websites to deliver the best possible advertising experiences for you, our advertising partners
- The IAB definition for “In-View”: >50% of a Ad’s pixels in view for > 1 continuous second. Large ad units @ 30% On March 30th, the MRC lifted it’s advisory against trading on viewability, and in it’s opinion, the measurement ecosystem has reached a state where parties can begin to move towards trading on viewability. On June 30th, the MRC released it’s standard for in-Stream Video advertising, which currently stands at the same 50% of pixels, but for 2 seconds.
- Measure: Have conducted a number of Site and Campaign audits leveraging many of the key MRC certified vendors in the space, including DoubleClick’s Active View, ComScore’s vCE, Integral Ad Science, and MOAT. Process has helped us to develop a deeper appreciation for the differences in methodology and challenges inherent in viewability measurement. Analyze Leveraging multiple data streams, Time Inc performed a detailed analysis across our 21 web brands, drilling down to the site, channel, sub-channel, creative size, position on page. What we found was both good and bad. Good: Most of our sites were built with templates that delivered strong viewability ratings that were significantly above industry averages. Bad: nearly every site had at least one or 2 placements that were dragging overall site performance below what should be the natural rate for the site. Our inventory was ranked from top to bottom – according to performance and scale to help us prioritize an action plan. Optimize: The good news about the audit, is that all of these problematic placements are adressable through a combination of Inventory management Technology Design
- Measure: Have conducted a number of Site and Campaign audits leveraging many of the key MRC certified vendors in the space, including DoubleClick’s Active View, ComScore’s vCE, Integral Ad Science, and MOAT. Process has helped us to develop a deeper appreciation for the differences in methodology and the many challenges inherent in viewability measurement. While the MRC certification process helps to ensure the various vendors speak about viewability in a common language, we still see the vendors speaking different dialects, of that same language, which will hopefully evolve to a more consistent view of the issue.
- Having completed our audit we classified every placement across our network into 4 priority buckets, based on current viewability rating and size/value of the placement. In the dark green quadrant, these are the placements that have been prioritized as they have scale and value, but operating below where we would like. Focusing on this quadrant will address the most immediate needs and given that many of the recommended best practices are design based, some of the template changes implemented here, will also impact the viewability of placements in other quadrants. The second priority was placed on those smaller placement that had lower viewability ratings, followed by the larger, high viewability placements where we might squeeze additional efficiency points form these placements, which would have significant impact due to their scale.
- Let’s start with some one the more basic findings – which is not big revelation. Ads that sit above the fold and are adjacent to meaningful content, will have high viewability ratings. Still subject to potential issues due to Out of Focus, Opportunity Time. Another important consideration is the screen resolution, and specifically browser height.
- However – we have also found that those ad placements that are directly aligned with