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Tech Talk with GumGum: Viewability in Focus
The document discusses the issue of viewability in online advertising, highlighting its financial impact with a cited cost of $10.68 billion for unviewable ads. It emphasizes the importance of measuring viewable impressions and shares insights on current benchmarks and recommendations for organizations to adapt to changing measurement standards. Phil Schraeder encourages staying informed and establishing protocols for transacting on viewable impressions.
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Tech Talk with GumGum: Viewability in Focus
- 1. VIEWABILITY IN FOCUS Presentedby: Phil Schraeder February 21, 2014
- 2. THE PROBLEM Viewable Source: comScorevalidated Campaign Essentials data 2012-13 Global Not Viewable
- 3. A VERY COSTLYPROBLEM $10,682,000,000
- 5. VIEWABLE IS NOT“SEEN”
- 6. VIEWABILITY MADE EASY In-imageadvertising leader Most viewable display units 10x engagement metrics Agency and brand adoption High growth ad-tech platform
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- 9. VIEWABILITY UPDATE Making MeasurementMake Sense (3MS) MRC Accredited Measurement Vendors
- 10. VIEWABILITY UPDATE MRC reconciliationreport due within weeks “Viewable Impression Advisory” lifted at end of Q1 We (the market) must determine what it means to “transact” on viewable impressions
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- 14. VIEWABILITY RECOMMENDATIONS Stay informedat MeasurementNow.net Initiate dialogue within your organization Test with various measurement vendors Establish protocols for transacting on viewable impressions with vendors Be ready to change with the tide in 2014
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Editor's Notes
- #2 Good morning everyone, and welcome to GumGum’sTechTalk on bringing viewability into focus. I’m Phil Schraeder, COO of GumGum, and the reason you can’t see me right now is, well, because I’m not viewable! And the only thing more ridiculous than a conference speaker you can’t see is wasting your clients’ media investment on impressions that will never be seen. Just as my voice can’t communicate my full persona, consumers cannot engage with ads they don’t see!
- #3 By now we’ve all seen thiscomScore stat suggesting that 54% of impressions aren’t viewable. Meaning they have no chance of ever being seen by human eyes, just as you can’t see me right now. This is due to a range of technical issues ranging from below-the-fold impressions, user bounce rates and rapid scrolling, server latency times, unknown browser types and non-human traffic.
- #4 And this has become a very costly problem. By our estimate, 54 percent of the nearly $20 billion dollars Forrester predicts will be spent on display advertising in 2014 translates to our having about a ten billion dollar industry problem on our hands!Source:http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/Forrester predicts display advertising is a $20B market in 2014$19,783,000 display in 2014 x .54 wasted =$10,682,000,000 problem
- #5 If you aren’t putting procedures in place to prepare for the industry’s impending shift to transacting on viewable impressions, you might as well be literally burning your clients’ media budgets
- #6 [PHIL STEPS INTO THE BACK OF THE ROOM] But there’s a difference between impressions that are “viewable” and those that are actually “seen.” We’re all familiar with “banner blindness” and just as you would have seen me had you been looking in the back of the room, it’s simply not where your attention was focused. But now that you know I’m here, you have an opportunity to visually engage with my brand. [WALK TO FRONT OF ROOM AND TAKE THE STAGE]
- #7 Creating engagement and helping brands tell their stories through beautiful, cross-platform creative inline with content that gets seen is exactly what we’ve been working on at GumGum for the past six years.By way of introduction, GumGum is…[SEE SUPPORTING COMMENTARY FOR EACH BULLET AS LIST BUILDS ON SCREEN]The recognized industry leader for in-image advertising: multiple patents, lead IAB working group, 70M UVs in the USMost viewable display units online: integrated with DoubleVerify and introducing new units that are equally viewable, relevant and engaging10x engagement of traditional display advertising options: .82% average CTRs, 50% video-completion-rates, 30% average brand liftAgency and brand adoption: Work with all major global ad agency holding companies across all major consumer verticalsHigh-growth ad-tech platform: 56 employees in 6 US offices, international partnerships and multiple innovation awards
- #8 For those of you who may not yet know GumGum…we’ve been delivering viewable impressions since we first introduced in-image ads in 2008.- high-impact display units overlaid on contextually relevant photoshelp brands create a relevant, engaging experience in-line with editorial contentDeep understanding of what images are about Over 1000 premium publishers use our tech to monetize images, including US News & World Report, Shape, OK Magazine, Parade Magazine, Fox News, USA Today Sports, Tribune/Zap2it, RantSports, Wetpaint, DailyBeast, RadarOnline and many more.
- #9 A new complement to In-Image is our In-Screen Ads: Expands GumGum’s reach beyond context and images Introduces audience targeting with BlueKai data or a client’s first-party dataResponsively designed to fit all screen sizes and mobile devices
- #10 Over the past couple of years, the IAB, along with the 4As and the ANA, forged the Making Measurement Make Sense initiative, or 3MS, the first principle of which is to create a viewable impression standard, and the ultimate vision of which is to create a cross-platform measurement system that will give brands more confidence to move bigger budgets online. To date, the MRC has certified these six measurement vendors for viewability, which I’m sure many of you are already working with today.FOR REFERENCE ONLY, NOT PART OF TALK:3MS Initiative Five-Part Digital Marketing Measurement SolutionThe five principles for creating digital measurement solutions, which will enhance digital media planning, assessment and comparison, are:#1 - Shift from a “served” to a “viewable” impression standard#2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions#3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads#4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity#5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studiesEmerging Innovations Task Force responsible for revising existing digital media measurement standards,
- #11 Here’s what you need to know about viewability measurement in 2014: The MRC will soon release its “reconciliation repot” explaining the nuances between measurement vendors, guidance on on how to report viewable impressions and questions to ask your vendors about viewability. The current “viewable impression advisory” which has warned against transacting on viewable impressions will be lifted around the end of Q2And that will leave us, the buyers and sellers of digital media to determine what it means, in practical terms, to “transact” in this new era of transparency around viewability
- #15 Here are a few things you can do to be prepared for our viewable future: Stay informed at MeasurementNow.netInitiate dialogue within your organization and with your media partnersIf you haven’t done so already, start to select your preferred viewabilitymeasurement vendor(s)Be ready to change with the tide Doing so will prepare all of us for:More industry credibility/accountabilityUphold price integrity and value for publishers and advertisers alikeWork toward more accurate, cross-media measurabilityEventually will lead to more brand dollars moving to digital
- #16 Good morning everyone, and welcome to GumGum’sTechTalk on bringing viewability into focus. I’m Phil Schraeder, COO of GumGum, and the reason you can’t see me right now is, well, because I’m not viewable! And the only thing more ridiculous than a conference speaker you can’t see is wasting your clients’ media investment on impressions that will never be seen. Just as my voice can’t communicate my full persona, consumers cannot engage with ads they don’t see!