Viewable Impressions UK Overview

Transcription

1 Viewable Impressions UK Overview Steve Chester, Director of Data & Programmes, IAB UK Richard Foan, Chair JICWEBS & Group Executive Director, ABC 27/02/2015

2 Agenda 1. JICWEBS UK Web Standards 2. What is 3MS? 3. Guideline metrics 4. Viewability Principles & Accreditation 5. Discrepancies 6. US Reconciliation Guidance 7. Resources

3 JICWEBS UK Web Standards 27/02/2015

4 Joint Industry Committee for Web Standards Created by the UK media industry to ensure independent development of standards for measuring performance online and benchmarking best practice for online ad trading

5 JICWEBS What do they do? JICWEBS purpose is to ensure independent development and ownership of standards for measuring performance online and benchmarking best practice for online ad trading Content Verification (CV) tool principles Social Video principles Audio Video census metrics (for BARB) Digital Trading Standards Group (DTSG) principles Viewability principles Fraud principles.

6 What is 3MS? 27/02/2015

7 US - Making Measurement Make Sense (3MS) What & Who? A cross-industry collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across ALL media...digital and legacy. Facilitator s: Supporters:

8 US - Making Measurement Make Sense (3MS) 5 Guiding Principles of digital measurement We need to move to a viewable impressions standard Online advertising must migrate to a currency based on audience impressions, not gross ad impressions. Because all units are not created equal, we must create a transparent classification system. We must determine interactivity metrics that matter for brand marketers, so that marketers can better evaluate online s contribution to brand building. Digital media measurement must become increasingly comparable and integrated with other media.

9 Guideline metrics/standards 27/02/2015

10 Guideline metrics - UK Standard Display Large Canvas Display Video In-stream (Not yet released) 50% of the ad Viewable for a minimum of 1 second 30% of the ad Viewable for a minimum of 1 second 50% of the ad viewable for a minimum of 2 consecutive seconds?

11 Why is a video standard on hold? Need for alignment of measurement by vendors discrepancies up to 60% recorded Lower % of video ads that can be measured (circa 50%) Publishers requiring more time for implementation / testing Less consensus over standard BUT requirement to agree standard asap as new trading year approaches

12 Viewability Principles & Accreditation 27/02/2015

13 US Media Ratings Council (MRC) Approved Viewability Vendors 16 x Display, 5 x Video DISPLAY VIDEO

14 UK Viewability Principles 1 c Percentage viewable when served 2 Average percentage viewable over a defined measurement period - e.g. hour, day, week 3 Standard measurement language can vendor report on just point 1 or point 1 & 2? 4 Measurement and asset render requirements when does measurement of viewability occur?

15 ll UK Vendor Accreditation TESTING Taking place in walled garden environment Testing the measurement of: One creative in multiple formats Multiple behaviour scenarios Multiple browsers OUTPUT Certificate of results ( Which style report) showing the outcomes - akin to ABC Content Verification Certificates Use of ABC Logo Timelines first certificates expected 19th November

16 UK JICWEBS Accredited Vendors

17 UK JICWEBS Accredited Vendors

18 IAB proposed amendment to JICWEBS Viewability principles (accreditation) Proposed change to existing principles to include MRC recommendations to reduce discrepancies. In addition to these, 2 further proposals: A minimal % of ads that have to be able to be measured 90%+. Industry standard % discrepancy margin (10%?) to be agreed providers to sign-up to charter?

19 Proposed amendment revised possible timelines JUL JUL DEC JAN JAN 15 FEB MAR 15 JICWEBS approves draft proposal Work with ABC / vendors to amend audit criteria Final proposal submitted to JICWEBS JICWEBS approves final proposal Vendors undertake reaccreditation

20 Discrepancies 27/02/2015

21 Vendor discrepancy reasons 6 principle reasons Granularity of measurements Nonrendered served ads Order of Processing and Processes Applied Ad versus Ad Container Measurement Out of Focus Conditions Human Error

22 Reducing vendor discrepancies - recommendations Minimum intervals required for measurement of ads Display (100 millisecs), Video (200 millisecs) Count on Decision ad serving to be removed as recognised form of counting ads % of ad to be measured first, followed by duration. Other procedures (e.g. fraud detection) to be processed separately and after viewability Vendors must disclose which measurement approach they use Measurers should segregate Out of Tab Focus ads from their viewable impression counts

23 IAB US Reconciliation Guidance 27/02/2015

24 IAB 2015 Reconciliation Guidelines 7 point plan Threshold of 70% campaign viewability for measured impressions Deliver makegoods for falling under 70% threshold Makegoods should be additional impressions, not cashback Adoption of 30% for 1 second guideline for large canvas ads (>242,500 pixels) Buyers/Sellers to transact using only MRC accredited vendors Buyer/Seller to agree on use of single vendor in advance of campaign Bill on served impressions indicate measured/non-measured

25 IAB US 2015 Reconciliation Guidelines industry disagreement It s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media Randall Rothenberg, CEO IAB US "We understand that achieving 100 percent viewability today is unachievable. While we remain committed to a final goal of 100 percent viewability, we believe that until that is a reality, clients should be expected to pay only for the portion of the campaign that was measurable and viewable. Bill Tucker, Executive Vice President, Media Relations, ANA John Montgomery, Chair Media Leadership Council & COO GroupM Interaction

26 Further resources 27/02/2015

27 Further resources/supporting documentation Viewability section on IAB site - Viewability detailed overview - FAQs - Viewability PR statement - JICWEBS Viewability agreed principles - IAB Europe - MRC

28 Thank