Hot Topic: Getting Viewability Right - Digiday Programmatic Summit Europe, 4/14/15
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Jen Witt from Match Media's presentation from Digiday Programmatic Summit Europe in Amsterdam, April 14, 2015.
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Hot Topic: Getting Viewability Right - Digiday Programmatic Summit Europe, 4/14/15
- 1. Getting Viewability Right Jen Witt – Director Revenue Operations, Match Media EMEA Digiday Programmatic Summit - Amsterdam
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- 3. Another Presentation on Viewability??? 3 • What vendor to choose? • Vendor discrepancies! • Definitions still vary by country, company, rich media units, video… • MRC and IAB US fall out with Agencies Let’s stay focused on what we CAN accomplish and the issues that are specific to programmatic
- 4. Challenges buying In View Impressions Programmatically 4 • Who is evaluating viewability? • How are you buying viewable impressions? • How are you selling viewable impressions?
- 5. Pubs – How to Sell In View Impressions 5 Create a tiered approach to rolling out in view inventory • Choose a vendor and get an idea of your viewable inventory • Create packages or sell PMPs for your highly viewable inventory • Start your redesign conversations ASAP so you have time to test and roll out for 2016 Make sure advertisers know how to buy your viewable impressions
- 6. Buyers: How to Find In View Impressions 6 • Don’t throw out the baby with the bathwater • Don’t spray and pray – talk to publishers • If you are billing off third party numbers – consider that the best in view impressions may not come from sites with the highest in view figures overall – care about what you’re paying for, not the averages
- 7. 7 An Example of Success • Major CPG brand needed for inventory 75%+ viewable against a specific demographic • Campaign originally ran through a now discontinued platform, then transitioned to Google DBM • They used ComScore to measure viewability • We measured our viewability using Moat to determine optimal placements • Client sent status of our viewability per tag weekly (with numbers if it dipped below goal) • About 8 months in, one of our sites did a redesign which lowered viewability substantially on one key placement – one phone call and optimization plan later, we were back on track • The customer has now been running consistently for over a year and is happy with performance • Key factors to success: Pre-launch conversation to understand what constituted success, reliable feedback loop, and contacts at the client direct and the intermediary platform
- 8. 3 Key Takeaways 8 1. Discuss what vendor is being used for measurement 2. Pubs: Know what you can do today and plan for the future 3. Buyers: Look at performance holistically
- 9. 9 Communication is the key to ANY successful relationship! Programmatic offers us efficiency but we shouldn’t forget that buyer and sellers brainstorming together will lead to optimal advertiser performance
- 10. Thank You!
Editor's Notes
- Match Media Portfolio, EMEA – Match/Meetic/Neu/Lexa (one platform – 4 brands), OkCupid, Twoo, and Tinder. In addition to running a lucrative subscription business, we also sell ad space and as sellers, have seen a lot of briefs come in, both direct and programmatic, asking for in view impressions.
- There are so many issues – Measurement issues! Different vendors (local versus IAB EU/MRC accredited) Different definitions (locally or for different kinds of units) Tech measurement issues on video with embedded players or larger rich media units EMEA – Different countries have different levels of knowledge and progress Let’s keep it focused on Programmatic – some of these issues can be tackled and some of them can’t. Let’s not get lost in the clutter
- Who is evaluating viewability? Today, agencies often use third parties, but when you purchase impressions programmatically, one of the main features is the system is the billing method of choice. How do you know when impressions will be viewable? Spray and pray? How do pubs know if their viewable imps will translate to viewable imps for you? What if they are holding back their viewable inventory?
- Pubs: You need to evaluate and figure out, based on whatever method you use, which of your impressions are viewable. Pick a vendor See if you can get common discrepancies (not always possible) Create a tiered approach – what you can do now - measure what you can do in the short term – package/PMP what you can do in the long term – site redesign Make sure advertisers know how to buy your in view impressions!
- Advertisers Don’t throw out the baby with the bathwater – what is your ROI methodology? Does it take viewability into account? If you’re using any kind of view through conversion, then it will likely need to be revised. Don’t forget all the other factors you would use! Are you going to use spray and pray? Pubs may have in view impressions that work for you, but meandering through the exchanges may not be the best way to find them. Even with historical data, there are things they might know or redesigns may affect stats.
- Major CPG brand approached us with a need for inventory that was 75%+ viewable They used Comscore to measure viewability They had a certain demographic they needed to reach We measured our viewability using Moat and did research with other pubs to find out common discrepancies between Moat and Comscore is to help determine optimal placements We ran the campaign and weekly, we received the status of our viewability per tag About 8 months in, one of sites did a redesign which lowered viewability substantially on one key unit – we hopped on a call, explained the change, and reallocated impressions The customer has now been running consistently for over a year and is happy with performance against demographic and viewability Only three phone calls have been necessary across the entire campaign