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Digital Advertising Benchmarks November 2019

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display ads, video ads, mobile vs desktop, clicks and click through rates, time in view, human session duration, viewability and ad blocking, collected in once place, and compared to other studies for context. Not meant to be complete, and NOT meant to be extrapolated to the entire market.

Published in: Data & Analytics

Digital Advertising Benchmarks November 2019

  1. 1. November 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Digital Advertising Benchmarks November 2019 Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 .7239
  2. 2. November 2019 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Media Analytics
  3. 3. November 2019 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Definitions What each of the labels means • Humans - 3 or more blue flags to confirm • Some blue flags but not 3 or more • Can’t label it either red or blue • Tag was called, but no data was sent back (blocked) • Tag was not called (not measurable) • Bot – Search crawler • Bot – Says its name honestly, (14,000 bot names) • Some red flags, but not 3 or more • Bots - 3 or more red flags to confirm
  4. 4. November 2019 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign Examples Filtered versus not filtered campaigns – basic G-IVT 3% IVT 25 - 40% IVT
  5. 5. November 2019 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IVT Measurement NotesDirect measurement, disclosure of measurement limitations are necessary • The numbers reported here should be considered FILTERED because the tag only measures after the ads are served; every campaign has one or more fraud detection/filtering vendor upstream from this measurement • The absolute numbers are all different because of different methodologies and assumptions built into the algorithms • It is important to directly measure for humans (not just for IVT) • What can be corroborated are 1) video ads have many times the IVT rate compared to display, 2) mobile ads appear to have lower IVT rate (because it is less measurable than desktop) • Reporting fraud by citing GIVT / SIVT may be under-stating the overall rate of fraud because there are other forms of cheating/fraud • These numbers are examples from various campaigns and should not be extrapolated to the entire market
  6. 6. November 2019 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Display Ads - SIVT Not Measurable 0.0% No Client-Side Data 6.9% DESKTOP GIVT/SIVT Humans Other Disguised Traffic Device Error App Fraud 49% 11.3% 0.1% 88.6% 0.2% 0.3% 10.1% MOBILE GIVT/SIVT Humans Other 44% 1.2% 14.5% 84.3% DEFINITIONS Not measurable – no tags sent (this should be zero, ads are called by JS) No Client-Side Data – no data sent back, ad blocker or browser bloc Other – not enough blue or red labels to confirm Disguised Traffic – fake traffic, bounced through residential proxies Device Error – one or more factors indicating fake device App Fraud – apps loading webpages and other non-IVT fraud
  7. 7. November 2019 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – IVT (desktop display) Source: IAS Media Quality Report H1 2019
  8. 8. November 2019 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – IVT (mobile display) Source: IAS Media Quality Report H1 2019
  9. 9. November 2019 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Video Ads – SIVT DEFINITIONS Not measurable – no tags sent (this should be zero, ads are called by JS) No Client-Side Data – no data sent back, ad blocker or browser bloc Other – not enough blue or red labels to confirm Disguised Traffic – fake traffic, bounced through residential proxies Device Error – one or more factors indicating fake device App Fraud – apps loading webpages and other fraud Not Measurable 0.0% No Client-Side Data 27.2% DESKTOP GIVT/SIVT Humans Other Disguised Traffic Device Error App Fraud 62% 40.9% 0.1% 59.0% 0.0% 0.1% 0.9% MOBILE GIVT/SIVT Humans Other 11% 6.7% 4.6% 88.8%
  10. 10. November 2019 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – IVT (desktop video) Source: IAS Media Quality Report H1 2019
  11. 11. November 2019 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou WhiteOps IVT Source: WhiteOps Bot Baseline, May 2019
  12. 12. November 2019 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Viewability Measurement Notes Direct measurement is necessary, measurement done in-ad • Viewability must be measured in-ad – specifically the intersection of the ad slot with the browser viewport • Desktop and mobile web are similar since browsers are standard; but app impressions must be separated out because measurement reliability in-app is low; • Scrolling in mobile means actual viewability is very low • Things should add up to be 100% (internal data consistency) • Viewability reported here is the theoretical maximum of viewability because it does NOT take into account timing (1s for display, 2s for video); viewability is lower if timing is calculated visibilityState (is browser minimized or tab active?) intersection (is the ad slot in the viewport?) viewable = x
  13. 13. November 2019 / Page 12marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Display Ads - Viewability DEFINITIONS Intersection – portion of ad that is in the viewport of browser Visibilitystate:visible – browser not minimized, tab was active hasFocus:1 – browser is the app/program that is being used desktop only mobile web only app only hasFocus:1 2.7% 5% 0.0% 0% 0.0% 0% -hasFocus:1 52.5% 95% 29.5% 100% 15.3% 100% 55.2% 29.5% 15.3% 100.0% visibilityState:visible 39.0% 71% 28.4% 96% 12.5% 82% -visibilityState:visible 16.2% 29% 1.1% 4% 2.8% 18% 55.2% 29.5% 15.3% 100.0% intersection >50% 19.4% 35% 10.1% 34% 5.8% 38% -intersection >50% 35.8% 65% 19.4% 66% 9.5% 62% 55.2% 29.5% 15.3% 100.0% measured viewable 18% 10% 5%
  14. 14. November 2019 / Page 13marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – Viewability (Display) Source: IAS Media Quality Report H1 2019
  15. 15. November 2019 / Page 14marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – Viewability (Mobile) Source: IAS Media Quality Report H1 2019
  16. 16. November 2019 / Page 15marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Video Ads - Viewability DEFINITIONS Intersection – portion of ad that is in the viewport of browser Visibilitystate:visible – browser not minimized, tab was active hasFocus:1 – browser is the app/program that is being used desktop only mobile web only app only hasFocus:1 2.8% 3% 0.0% 0% 0.0% 0% -hasFocus:1 85.8% 97% 9.3% 100% 2.1% 100% 88.5% 9.3% 2.1% 100.0% visibilityState:visible 40.1% 45% 9.2% 98% 1.4% 65% -visibilityState:visible 48.4% 55% 0.2% 2% 0.7% 35% 88.6% 9.3% 2.1% 100.0% intersection >50% 12.4% 14% 6.4% 68% 0.4% 17% -intersection >50% 76.2% 86% 3.0% 32% 1.8% 83% 88.6% 9.3% 2.1% 100.0% measured viewable 12% 6% 0%
  17. 17. November 2019 / Page 16marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS – Viewability (Video) Source: IAS Media Quality Report H1 2019
  18. 18. November 2019 / Page 17marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Human Session Duration DISPLAY VIDEO DESKTOP MOBILE DESKTOP MOBILE 32.6s 33.1s 34.9s 30.4s DEFINITIONS Session duration – how many seconds before unload event MEASUREMENT NOTES • Session duration is the maximum that time-in-view could be, for ad slots; time-in-view for ad slots should be lower than session duration • Only human data points should be counted (because bots can be programmed to skew session durations higher or lower)
  19. 19. November 2019 / Page 18marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS - Time-in-view (display) Source: IAS Media Quality Report H1 2019
  20. 20. November 2019 / Page 19marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS - Time-in-view (mobile) Source: IAS Media Quality Report H1 2019
  21. 21. November 2019 / Page 20marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou IAS - Time-in-view (app) Source: IAS Media Quality Report H1 2019
  22. 22. November 2019 / Page 21marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Human Click Rate DEFINITIONS Click – there was a click Valid-Click – other parameters corroborate the click was real NOTES Clicks on video may be related to clicking to play the video not clicking on the ad itself (depends on the placement of the tag) DISPLAY HUMANS Click Rate Valid Click Rate 6.5% 0.9% 0.9% GIVT/SIVT Click Rate Valid Click Rate 6.6% 0.0% 0.0% VIDEO HUMANS Click Rate Valid Click Rate 0.8% 10.7% 10.7% GIVT/SIVT Click Rate Valid Click Rate 29.5% 0.1% 0.1%
  23. 23. November 2019 / Page 22marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad Block Measurement Notes Direct measurement is necessary, measurement done on-site • Ad blocking must be measured on-site. In-ad measurements are invalid because the ad should not have been called if ad blocking were on. • Ad blocking is measured on-site by deliberately calling an asset called ad.gif and seeing what percent fails (blocked) and what percent loads • Desktop and mobile must be separated because ad blocking in mobile is very low (no plugins for mobile browsers, and most consumers don’t regularly use ad blocking browsers, they use built-in browsers) • Bots must be excluded because bots don’t block ads (their job is to cause them to load); if not excluded, bots skew blocking numbers lower • The percent of data that cannot be measured also needs to be disclosed because ad blockers block tracking and measurement tags • B2C sites have more mobile; B2B sites have more blocking, less mobile
  24. 24. November 2019 / Page 23marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad Blocking – Consumers
  25. 25. November 2019 / Page 24marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad Blocking – Business Users
  26. 26. November 2019 / Page 25marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Media Analytics w/ Site & Conversion Tracking
  27. 27. November 2019 / Page 26marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Better media = better outcomes Measure Ads Measure Arrivals Measure Conversions 346 1743 5 156 A B 30X more human conversion events • More arrivals • Better quality more humans (blue) good publishers low-cost media, ad exchanges
  28. 28. November 2019 / Page 27marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Display 4 2,036 humans human conversion rate Humans click from ads to site Site Traffic Conversions 8,482 818 4,216 humans 5% human conversion rate 14,539 193 225 humans 9% human conversion rate 2,248 23 168 humans 5% human conversion rate 1,527 9 Display 3 Display 2 Display 1 Humans 40%

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