Спикер: Приглашенный эксперт, Артем Хохлов, Initiative Тезисы: 1. Продиктованный стандарт видимости MRC — что он несёт брендам и достаточно ли его рекламодателям? 2. Собственный стандарт видимости — что можно менять 3. Методология и инструменты для собственного тестирования: как растить ad recall / product consideration / purchase intent 4. Первые результаты и выводы

1. HOW TO BUILD OWN ‘STANDARD’
VIEWABILITY FOR ADVERTISERS

2. MRC STANDARD
▸ AT LEAST 50% OF VIDEO PLAYER IS VISIBLE ON AN
AUDIENCE'S SCREEN FOR AT LEAST TWO CONSECUTIVE
SECONDS
HOW DOES THE INDUSTRY MEASURE VIEWABILITY?

3. DOES MRC STANDARD GUARANTEE AD EFFECTIVENESS?
CLIENTS HAVE MUCH GREATER EXPECTATIONS FOR THE STANDARD

4. ONLY TWO PARAMETERS TO CHANGE
TWO-DIMENSIONAL SPACE
1) TIME IN VIEW
2) PERCENT IN VIEW

5. SHIFT FROM QUANTITATIVE METRICS TO QUALITATIVE
REAL AD EFFECTIVENESS
▸ PROPRIETARY BRAND LIFT SURVEY
▸ MEASUREMENT OF ALL VIDEO CAMPAIGNS ON WEEKLY BASIS, 100+ CAMPAIGNS IN A YEAR, ONLINE DASHBOARD
▸ ALL STANDARD BRAND-METRICS AS BRAND AWARENESS, AD RECALL, PURCHASE INTENT, KEY MESSAGES
DELIVERY AND ANY CUSTOM MEASURING
▸ STANDARD DIVISION BY DEMOGRAPHICS, PUBLISHERS, TV VIEWING, CONTACT FREQUENCY AND ANY CUSTOM
ATTRIBUTE
▸ FAST AND ACTIONABLE RESULTS
is:

6. WE CAN LINK ANY IMPRESSION ATTRIBUTE WITH BRAND METRICS
THE HYPOTHESIS IS
FORMULATED BEFORE THE
PLACEMENT
AUDIENCE SEGMENT IS
COLLECTING ACCORDING TO THE
HYPOTHESIS
DATA IS TRANSMITTED TO
BRANDPULSE RESEASRCH FOR
ANALYSIS AND COMPARISON
REAL AD EFFECTIVENESS

7. FOUR SCENARIOS WERE TESTED WITH DIFFERENT TIME IN VIEW
CONTROL OF VIEWABILITY
2+ SECONDS IN VIEW
4+ SECONDS IN VIEW
7+ SECONDS IN VIEW
10+ SECONDS IN VIEW
+
50% IN VIEW

8. VIEWABILITY IS HIGHLY RELATED TO AD RECALL
+ 10 P.P.
Did't contact Without viewability
control
100% viewable by MRC
+ 7 P.P.
Did't contact Without viewability
control
100% viewable by MRC
CAMPAIGN #1 CAMPAIGN #2
AD RECALL
DOES VIEWABILITY HAVE IMPACT ON BRAND METRICS?

9. BUT TESTS DIDN’T SHOW IMPACT OF TIME IN VIEW ON AD RECALL
+ 10 P.P. + 11 P.P. + 8 P.P. + 11 P.P.
2+ sec 4+ sec 7+ sec 10+ sec
+ 7 P.P. + 5 P.P. + 6 P.P. + 3* P.P.
2+ sec 4+ sec 7+ sec 10+ sec
WITHOUT VIEWABILITY CONTROL CONTACT WITH VIDEO, SECONDS
CAMPAIGN #1 CAMPAIGN #2
AD RECALL
* statistically insignificant change
WHERE IS MY BEST OPTION?

10. SHOULD I HAVE A 100% VIEWABILITY RATE?
ALSO NOT ALWAYS YOU HAVE REASON TO GAIN RATE TO 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Adrecall
Viewability rate
PLATEAU
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Adrecall
Viewability rate
PLATEAU
CAMPAIGN #1 CAMPAIGN #2

11. OUR AIM IN NOT TO CONFIRM OR DENY EXISTING MRC
STANDARD, ONLY UNDERSTAND HOW VIEWABILITY AND
VIEWABILITY RATE INFLUENCE BRAND EFFECTIVENESS
DISCLAIMER

12. Artyom Khokhlov
Artyom.Khokhlov@initiativemedia.ru