The document emphasizes the growing importance of viewable impressions in digital advertising, highlighting the need for effective measurement to enhance brand strategy. It discusses the objective of IAB Europe and Meetrics in standardizing definitions and metrics related to ad viewability to ensure effective advertising outcomes. Additionally, it outlines future initiatives focused on improving ad visibility across multiple devices and the technical considerations necessary for better ad placements.

1. IAB Europe and Meetrics
Viewable impressions and the importance
for brand strategy
Anant Joshi, IAB Europe Ad Viewability Task Force member and
Director of International Business, Meetrics

2. New currency:
Viewable Ads*
*Are you ready for the next level?

3. Growing in priority with advertisers
Weighted Average Score (out of 5)
Source: WFA Survey ‘2014 media priorities’ (Oct 2013) , Base: 40 Respondents Note: shows top 20 of 29 topics

4. Clear concerns about ad misplacement
Do you have concerns about advertising being misplaced
against inappropriate content as a consequence of
automated trading?
Source: WFA Survey 2014

5. Viewability a start point in the revolution
Making Measurement Make Sense (3MS)…
http://measurementnow.net
Revolutionising the way digital media is measured, planned, and transacted
across the advertising industry in order to make it a more valuable medium
for everyone involved in brand advertising.

6. Ads need to be viewable
Adver&sers
Agencies
Publishers
Measuring
the
propor/on
of
a
VIDEO
AD
that
has
been
viewed
81%
83%
IAB Europe Metrics & KPIs survey:
Q5. How important are the following criteria to help define what constitutes a ‘contact’ / ‘exposure’ / ’impression’?
74%
Measuring
the
length
of
/me
a
DISPLAY
AD
in-­‐view
80%
76%
63%
Measuring
the
length
of
/me
a
VIDEO
AD
has
been
viewed
76%
81%
65%
Measuring
the
propor/on
of
the
DISPLAY
AD
is
seen
76%
72%
76%
Survey
opinions
from
over
700
stakeholders
across
Europe

7. Ad Viewability Taskforce Objectives
• Usage insight & definition of viewable impressions across Europe
• Produce educational documents of the topic
• Make recommendations on best practice
• A multi-stakeholder group of Publishers, Agencies and Suppliers
• Compatibility with other initiatives such as 3MS

8. What is the definition of a viewable ad?
At least 50% of the area of the ad
is visible for at least 1 second

9. One second is a good start, but not
enough to ensure adversting effects
0 seconds
1
2
3
4
5
15
Impact starts
Communication
starts
Persuasation
starts

10. Ad Efficiency
Conversion
Ad Recall
Sales
5 Sec.
0 Sec.20 Sec.
Duration of Ad Visibility
No effect
Effect!
Separating effective ads
from noisy inventory
Schematic representation

11. Ad Attention Manager
GOOD VISIBILITY
BAD VISIBILITY
MoneySupermarket
improved their ROI by 37%

12. Identify premium inventory
Display demo:
Video instream demo:
UI Platform demo:
http://www.meetrics.com/demo/?lang=en
http://s3.research.de.com/bb-serve/demo/index.html
http://adam-api-mock.meetrics.de/dashboard/#app/login

13. Whitepaper to inform and educate
• Describe the viewable impressions landscape across Europe and
the status and trends
• Clarify definitions and terms of what we mean by the OTS and
viewable impressions
• Clarify the role of contact quality metrics such as viewable
impressions within the wider metrics portfolio
• Outline technical and commercial considerations
To be published in November with a Webinar

14. Other IAB Europe topics
• Further work into viewable impressions, IAB Europe’s Brand
Advertising Committee developing Blueprint –
• Measurement of Online Audience and Ad Effectiveness
Metrics and KPIs. To be published early 2015
• IAB Europe is also working on other key trends:
• Programmatic
• Ad Formats
• Ad Effectiveness research
• Multi-Device research

15. Future of Viewability
• Better integration of CMS and Ad Serving Systems
• Multi device responsive design to guarantee viewable ads
• Placing ads only if the ad slot is visible
• Placing ads only if the user will pay attention to it
• Refreshing Ads in good way:
• after the ad effectiveness is generated
• not by increasing inventory, showing ads only for a few
seconds and then making another ad call

16. Many thanks for your kind attention
Anant Joshi anant.joshi@meetrics.com +447453 260059
IAB Europe: Alison Fennah fennah@iabeurope.eu

17. Headquarter Berlin
Meetrics GmbH
Alexanderstraße 7
D-10178 Berlin
Germany
Fon: +49 30 555 75 7855
Fax +49 30 555 75 7859
philipp.hilgers@meetrics.com
max.hilgers@meetrics.com
Meetrics office Vienna
Dr. Felix Badura
Schönbrunner Allee 7
AT-1120 Wien
Austria
Fon + 43 699 126 616 81
Fax + 49 30 555 75 7859
felix.badura@meetrics.com
Meetrics Office London
Anant Joshi
The Euston Office
One Euston Square,
40 Melton Street
London NW1 2FD
Mobile +44 7453 260059
Fax +49 30 555 7578 59
anant.joshi@meetrics.com
Meetrics Office Bangkok
Cagri Cayir
110 Soi Charoennakorn 13 Bangkok 10600
Fon: +66 2106-4289
Mobile: +66 91030-5348
cagri.cayir@meetrics.com