BEING SEEN ANSWERING YOUR QUESTIONS ABOUT AD VIEWABILITY

Transcription

1 BEING SEEN ANSWERING YOUR QUESTIONS ABOUT AD VIEWABILITY

2 VIEWABILITY THE MEASUREMENT OF WHETHER AN AD IS VIEWABLE TO THE CONSUMER HAS BECOME ONE OF THE MOST TALKED ABOUT TOPICS THIS YEAR AND WITH GOOD REASON. We believe viewability is a critical tool to help you increase the impact of your digital marketing investments. But moving from an impressions served to impressions viewed currency will require you to re-evaluate how you measure and execute your programs. This white paper will help you understand viewability, assess benchmarks and evaluate viewability measurement partners. DataXu, Inc. All rights reserved. 2

3 WHAT IS VIEWABILITY? Viewability measures whether an ad was served where the user had an opportunity to view it It does not measure whether the user viewed the ad, only that there was an opportunity to view it (similar to TV) Viewable is defined as 50% of the ad unit being in the user s viewable screen for at least 1 second ADVERTISEMENT DataXu, Inc. All rights reserved. 3

4 WHY USE IT? REDUCE NON-PRODUCTIVE MEDIA Performance marketers can use viewability to evaluate high CTR, low conversion networks and publishers SUPPLEMENT BRAND CAMPAIGN KPIS Reach and frequency KPIs used by brand marketers can be augmented with viewability EVALUATE YOUR VENDOR MIX Viewability is a great metal detector to help you sort vendors that drive actual engagement from ones that game last view attribution BEAT THE COMPETITION Adopting viewability now can give you a leg up on competitors who are in wait and see mode KEY FEATURES Benchmarks to help you compare against campaigns in market and verticals Weekly trends to help you quickly assess your performance Customized view rate to give you insights into which media partners are delivering the most effective inventory for your brand Creative analysis to understand how each creative is performing relative to your buy Brand exposure duration to determine engagement One-tag solution for easy implementation DataXu, Inc. All rights reserved. 4

5 HOW IS VIEWABILITY MEASURED? THE GEOMETRIC METHOD Measures the position of the ad unit relative to the browser window Most widely used in market These coordinates are available from some browsers, but not all. Companies employing this method use statistical projection to estimate the viewability of the remaining impressions Browser Window Display Ad Web page DataXu, Inc. All rights reserved. 5

6 WHAT IN VIEW RATE SHOULD YOU EXPECT? BENCHMARKS ARE STILL EVOLVING Measures the position of the ad unit relative to the browser window Most widely used in market These coordinates are available from some browsers, but not all. Companies employing this method use statistical projection to estimate the viewability of the remaining impressions. DOUBLEVERIFY Q3, 2013 Benchmark viewability rate by media property* *From DV managed campaigns in Q RTB 48% Networks 55% Publisher 64% Ranges in % Viewable by Placement Type comscore June % 90% 80% 70% 60% 50% 40% 40% 20% 10% 0% Overall Premium Sites* Networkss & Exchanges 56.0% 49.9% Viewability of Display Ads (% of ads in view for at least 1 second H2 v. H1 2012) 42.2% 41.2% 37.6% 40.3% INTEGRAL AD SCIENCE Feb 2013 Direct Network Exchange H2 H1 DataXu, Inc. All rights reserved. 6

7 WHAT IS vcpm? Viewable CPM = CPM in view rate Compares cost per viewable impression across partners with different in-view rates EXAMPLE CAMPAIGN: MAXIMIZE VALIDATED VIEWS Partner 1 dcpm: $9.00 In view: 80% vcpm: $11.25 Partner 2 dcpm: $5.50 In view: 65% vcpm: $8.46 Partner 3 dcpm: $3.00 In view: 50% vcpm: $ MM 11.8MM 16.6MM Viewable Impressions from $100,000 investment DataXu, Inc. All rights reserved. 7

8 HOW DOES VIEWABILITY IMPACT LAST VIEW ATTRIBUTION? CONSIDER A CAMPAIGN WITH THREE VENDORS Under last view attribution, Red gets credit for the conversion. Under a last viewable attribution model, Green gets the credit and the money. Last view winner = red vendor First Served Last Served VIEWABLE Last view winner = green vendor First Served Last Served 2 5 NON-VIEWABLE DataXu, Inc. All rights reserved. 8

9 HOW CAN VIEWABILITY AFFECT PERFORMANCE MARKETING? EARLY RESULTS SHOW PROMISE Viewability optimization can lift overall CPA performance Improving viewability showed minimal CPM impact We expect costs to increase as viewability adoption grows and demand for viewable impressions increases VIEWABILITY VS. CPA PERFORMANCE $60.00 $53.52 $0.80 $50.00 $40.00 $41.45 $0.70 $0.60 Sum of CPA $30.00 $20.00 $0.60 $0.61 $0.50 Sum of CPM $10.00 $0.40 $0.00 Control Test $0.30 Source: DataXu campaign, Q DataXu, Inc. All rights reserved. 9

10 WHAT IS A GOOD WAY TO GET STARTED? Moving from an impression served to an impressions viewable currency is a big step that will impact your media planning, vendor selection and attribution modeling. If you re new to viewability, we recommend you start by adding viewability measurement to your upcoming media plan and then discussing the results with the measurement provider and your media buying partners. There are 11 vendors currently accredited to provide viewability measure- ment as of April We have worked with many of them, and have a strong relationship with DoubleVerify. DataXu, Inc. All rights reserved. 10

11 CONTACT US REQUEST A DEMO INTERESTED IN LEARNING MORE ABOUT DATAXU? DataXu is a petabyte scale marketing cloud that enables marketers to better understand and engage their customers. Powered by Active Analytics, our patented approach to Programmatic Marketing, the DataXu Marketing Cloud is a suite of applications that transform big data into better customer experience at the speed of life. Our software helps marketers focus their marketing investments and achieve optimal results across all available media formats, devices, channels, and buying modes. With thirteen offices in nine countries, DataXu is powering the digital transformation of the world s most valuable brands. Visit dataxu.com for more information. DATAXU NAMED TO THE INC LIST OF FASTEST GROWING COMPANIES IN 2013 & 2014 DataXu, Inc. All rights reserved. 11