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Why Viewability Is Just the Beginning

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“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.

Published in: Marketing
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Why Viewability Is Just the Beginning

  1. 1. Viewability is just the beginning
  2. 2. What is ASICS Digital? ● Subsidiary of ASICS Corp. ○ ASICS ○ Onitsuka Tiger ○ Haglofs ● Built through the 2016 Runkeeper Acquisition ● Drive digital innovation for Global regions – Strive to make ASICS the most helpful running brand in the world 2
  3. 3. Why is this still a thing? 3
  4. 4. 4 57.5%54.1% Q2 Global Display Benchmarks Moat Analytics Benchmarks Q2 2019
  5. 5. 5 67.7%57.3% Moat Analytics Benchmarks Q2 2019 Q2 Global Video Benchmarks
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  7. 7. 7Illustration: David Simonds, Economist 2008
  8. 8. 8 Built-in via Primary DSP Built-in via Primary DSP No Measurement Partner No Measurement Partner No Measurement Partner Monitored by Agency, No Ownership No Measurement Partner
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  10. 10. 11 High Viewability (on its own) ≠ A Successful Ad
  11. 11. 12 MRC Approved GroupM Display 50% of the ad in-view for 1 second or more 100% of the ad in-view for 1 second or more Video 50% of the ad in-view for 2 seconds or more 100% of pixels visible, autoplayed or user-initiated, at least 50% completed August 2017, “GroupM Rolls Out Expanded Viewability Standards”
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  16. 16. 17 MRC Scorecard: 20/20 viewable 100%!!! 12/20 viewable 60% GroupM Scorecard:
  17. 17. 18 1 Exposure Time / Viewable Impression a.k.a In-View Time 2 Universal Interaction Rate
  18. 18. 19 [website 1] 78% [website 2] 82% [website 3] 54% [website 4] 66% [website 5] 38% Viewability
  19. 19. 20 [website 1] 78% [website 2] 82% [website 3] 54% [website 4] 66% [website 5] 38% Viewability
  20. 20. 21 [website 1] 78% [website 2] 82% [website 3] 54% [website 4] 66% [website 5] 38% Viewability In-View Time
  21. 21. 22 [website 1] 78% 23.81s [website 2] 82% 12.80s [website 3] 54% 37.18s [website 4] 66% 15.80s [website 5] 38% 26.70s Viewability In-View Time
  22. 22. 23 Questions to Consider Do I know what my viewability and relative vCPMs are across major publishers and domains? For those sites with high viewability, am I confident that viewability alone is enough to measure their attention opportunity?
  23. 23. 24 Not all platforms are the same, requires tailored content
  24. 24. 25 Facebook Open Web Facebook Desktop Mobile Instagram Open Web Mobile App
  25. 25. Near 100% pass-through rate Definition: Percentage of impressions where at least 50% of an ad was In-View for at least one continuous second. 26
  26. 26. 27 Fast Scrollers (short duration) Slow Scrollers (long duration)
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  28. 28. 29 “The attention economy is a cruel mistress and takes no prisoners. Get their attention in six seconds or not at all” - Megan Troth NBCU
  29. 29. 30 So... how much time do I have?
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  31. 31. 32 Simple product closeup on contrasting gradient background Focused foreground product shot, with complementary background colors
  32. 32. 33 Questions to Consider How quickly am I capturing someone's attention? How long are consumers engaging with my content?
  33. 33. 34 Consumers are fickle, engagement is heavily nuanced by platform
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  36. 36. 37 Platform Offering Available Assets Consumer Expectation / Use Campaign Objective / Audience
  37. 37. Platform Offering Consumer Expectation / Use 38 Available Assets Campaign Objective / Audience
  38. 38. Available Assets Campaign Objective 39 Platform Offering Consumer Expectation / Use
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  41. 41. 42 ASICS America ASICS Japan ASICS Greater China
  42. 42. 43 Questions to Consider What are the advertising opportunities per platform? What kind of organic content do consumers expect on this platform and how do they interact with it? How do my brand assets fit across this medium / how do I add value?
  43. 43. In closing… 1. Viewability - as much as we want to go beyond it, is still an important element to consider 2. High Viewability alone is not enough - and can even sometimes mask underlying issues 3. We can use viewability and other attention metrics to help craft more power campaigns, more deliberate channel strategies, and more meaningful discussions with creative teams 44
  44. 44. Thank you Philip Bryant, ASICS Digital 45

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