viewability

Marketers Overwhelmingly Call for Third-Party Measurement of All Digital Media Owners’ Inventory

  • Posted: December 7, 2015

The Association of National Advertisers (ANA) surveyed its members to understand the perspectives of marketers on the issue of the viewability verification procedures used by digital media owners.  The results of the survey emphasized the need for third-party verification.

Among the findings:

-97 percent of ANA respondents believe that all digital media owners’ inventory should be measured by a third party.

-90 percent of respondents said they are not fully confident that their digital working media meets industry viewability standards.

-61 percent of respondents indicated they would shift their spending elsewhere if digital media owners did not provide independent measurement.

-Nearly two-thirds of respondents feel “very strongly” that a digital media owner should have internally derived metrics accredited by the MRC.

According to this press release, some large media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they utilize internally derived metrics that have not been independently verified.  Currently, more than 20 firms are accredited by the Media Rating Council (MRC) to measure digital advertising viewability.

Bob Liodice, ANA President and CEO, commented on this issue, “During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising.”

The ANA will continue working with the Media Rating Council and other industry trade associations to elevate the importance of this issue and drive industry standards.

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MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability

  • Posted: November 16, 2015

Joe Mandese discusses the updates issued by the Media Rating Council to its guidelines for mobile viewable impressions in this Media Post article.  These updates include a requirement for an ad fully “loaded” to be counted for measurement.

The MRC’s three significant updates:

-Elimination of the “Loaded Ad” concept. Since measurers can now successfully measure viewable impressions in mobile within the in-application environment,

the MRC has concluded that the “Loaded Ad” metric is no longer necessary.

-Additional evidence has been found that “Count on Decision” approaches for served ad impression measurement should be eliminated as a valid method for counting served impressions.  Therefore, as previously announced, the MRC will work with the IAB to eliminate Count on Decision as an acceptable method for counting served ad impressions in the near-term future.

-Cross-industry collaboration has been strengthened with a large working group of interested parties and organizations to obtain data in order to answer questions surrounding viewability requirements applied to mobile environments.

The MRC expects to release final guidelines for public comment in the first quarter of 2016.

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YouTube Will Allow Third-Party Verification of Ad Viewability

  • Posted: September 21, 2015

YouTube will begin allowing third-party measurement tools for viewability verification by the end of 2015.  This represents a change from its long-standing policy of using only its Active View Measurement tool for ad viewability.  David Kirkpatrick, writing for Marketing Dive, reports that The Financial Times cited Unilever and Kellogg’s as the brands that pressured YouTube to make this policy change for independent verification options.

According to a study done by Google:

-Active View reported 91% of YouTube ads.

-54% viewability across all of its video ad networks.

Kirkpatrick also provides a quote given to The Financial Times by Google about the change in their policy, “We’re committed to meeting all of our clients’ measurement needs” and “are taking our clients’ feedback into account as we continue to roll out new solutions.”

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Programmatic rises, ad viewability falls

  • Posted: July 27, 2015

Adform, a Danish digital advertising insights firm, reported that ad space bought via programmatic trading increased 76% year-on-year to April 2015, driven to a large extent by a 333% rise in spend on branding ad formats. However, despite brand advertisers paying more attention to programmatic, ad viewability across Europe declined 0.7% to 55% over the past year.

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Viewability Rises Slightly, Along With Brand Risk

  • Posted: February 23, 2015

Integral Ad Science reports that viewability rates for display ads bought and sold on networks and exchanges increased slightly to 42.6% in the fourth quarter, from 36.7% in the previous quarter. Mediapost, which highlighted the study, noted that viewability rates for video were at 39%, compared to 30% in the previous quarter. Read more »

56% of Digital Ads Served Are Never Seen

  • Posted: December 8, 2014

Research released by Google and highlighted in Ad Age suggests that over half (56.1%) of internet ads are not seen by humans. Publishers’ viewability rates are on average at 50.2%. Other findings in the report: Read more »

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