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The Case For Viewable Impressions

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The Case For Viewable Impressions

  1. 1. The Case for Viewable ImpressionsPutting the Count in AccountabilityPeter Naylor, EVP Digital Media Advertising, NBCUniversalpeter.naylor@nbcuni.com@prnaylor10/2/2012
  2. 2. “There are over 4 trillion display ads served peryear now. The truth is, however, a huge chunk ofthem is never seen by any humans.”— The Viewable Impression Sea Change, 7/25/12 2
  3. 3. Today’s Definition of an ImpressionAn impression is counted when it leaves the ad server > > Impression Counted 3
  4. 4. A Few Reasons Why An Impression ServedMay Not Be An Impression Seen below the fold: user never scrolls down to it user scrolls away too quickly ad never fully renders user immediately clicks away 4
  5. 5. The Viewable Impression: Moved From CountingAds That Are Served To Ads That Are Seen > > Impression Counted 5
  6. 6. Proposed Viewable Impression DefinitionAn impression is viewable if at least half the ad is viewed in abrowser for at least one second 6
  7. 7. Key Constituencies Agree on the NeedThe move to viewable impressions is being championed as a keytenet of 3MS by the boards of the ANA, 4A’s and IAB as the newindustry standard 7
  8. 8. Industry PrecedentThe move to audience/viewable impression is already underway 8
  9. 9. Viewable Impressions Deliver Consistent MetricsThe move to viewable impressions makes digital more consistentwith other media and is in line with initiatives to improvequality, confidence and comparability in metrics industry-wide. Viewable Impression Consistent Metric Apples-to-Apples Analysis Equal Footing Common CurrencyNET EFFECT: brand advertisers have the confidence and security to move forward with placing more ad dollars with digital media 9
  10. 10. Viewable Impressions Deliver the CommonCurrency Buyers Want “[The viewable impression] is the most realistic view of internet ads that will move the business… It’s a new currency that we can organize around.” — David Cohen, Chief Media Officer, Universal McCann + Chair of the 4As Interactive-Media Council “[Viewable Impressions] allow for easy comparison between digital and TV.” — Rick Hosfield, VP Content Planning & Distribution, General Mills “We have to learn to speak the same language with online and offline if we want to move packaged-goods business to interactive. Weve got to start with the same definition.” — John Montgomery, Chief Operating Officer, Group M Interaction 10
  11. 11. Stage 1 Pilot in Field TodayTesting structure in place to validate measurement with smallnumber of publishers to test technical feasibility. Managing Agency-Marketer pilots with billions of impressions. Ad server & vendors underway in testing technology Publisher-provided inventory 11
  12. 12. Vendors Have Reported a Wide Range ofViewable Estimates: comScore Definition: 50% of banner in view for at least 1 secondSource: comScore, The Future in Focus, 12/11 12
  13. 13. Vendors Have Reported a Wide Range ofViewable Estimates: RealVu Definition: 60% of banner in view for at least 1 secondSource: RealVu, 12/11 13
  14. 14. Unveiled ServeView™ in Q42010“Viewable Impressions” on msnbc.com experienced record-breaking engagement ServeView™ Launch Observations ▪ Initial ~30% drop in ad inventory ▪ Huge increase in ad effectiveness with “bad” impressions removed The “viewable” ad ecosystem produces more ROI; and ad dollars producing more ROI, beget larger budgets.msnbc.com CTR reflects average across all available performance data for a given ad size. 14
  15. 15. Among First to Test Viewable Impressions▪ Teamed up with Horizon Media and RealVu to test viewable impressions campaigns▪ Several test campaigns launched in May 2012 with Horizon Media clients▪ Campaigns employed RealVu Technology – ensuring that only viewable impressions would be delivered “We want to make it clear that not every impression is created equal. We need to level set...” ─ Lisa Valentino, VP, Digital Ad Sales at ESPN in AdWeek, May 15, 2012 15
  16. 16. Finance Site Seeking Alpha Offers VCPM InventoryAims to identify ads as 100% viewable“We recognize that there are many publishers you can purchaseads from, including DSPs and networks, however do you reallyknow what you are purchasing and how many of your ads areactually in-view?Seeking Alpha is a site designed for performance."Joseph Porcellini, Vice President of Sales,Seeking Alpha, MediaPost, July 19th, 2012 16
  17. 17. Ad Visibility Vendors ProliferateSources: IAB, Marketing Measurement Make Sense; Adometry, The Evolving World of Ad Verification; RealVu, Description of Methodology; Media Rating Council, Accredited Services[1] Marking Measurement Make Sense {3MS} is the measurement initiative that is a joint undertaking of the ANA, The 4A’s and the IAB 17
  18. 18. Concerns & ImplicationsPublishers take on burden of cost/lost impressionsART: Design Implications ▪ Page views (editorial) vs. Ad views (revenue) ▪ Opportunity to deploy IAB Rising Stars? ▪ Appify Sites? One ad per page/no scrolling?SCIENCE: Need to address multiple ad technology issues ▪ i-frames, auto-refresh, ad weight, data, etc.POTENTIAL RISK ▪ The viewable impression is coming. Who is ready? 18
  19. 19. Viewable Impressions: Online Display is Growing UpPeter Stabler, Senior Analyst, Wells Fargo, September 5, 2012▪ ―Potential change of transactional currency a major positive for brand marketers‖▪ ―We view marketers as the leading beneficiaries of viewable impressions as better data should fuel better media planning decision making and confidence in the media type.‖ 19
  20. 20. Thank You!Peter Naylorpeter.naylor@nbcuni.com@prnaylor 20

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