Tackle Ad Viewability in 2016
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The webinar discusses ad viewability challenges in the digital branding sector, citing that 67% of global ad spend is for branding with limited effective measurement tools. Key metrics for viewability were established, highlighting that many ads fail to meet these standards, leading to missed opportunities in advertising effectiveness. The presentation emphasizes the importance of attention in branding and suggests various strategies for improving ad visibility and user engagement.
Tackle Ad Viewability in 2016
- 1. Tackle Ad Viewability in 2016 November 12th, 2016
- 2. Clarissa Bukhan Technology Partnerships Optimizely A.R. Tabrizi Optimization Manager eHow Callie Reynolds Sr. Dir. Account Management Moat Your Speakers
- 3. • This webinar is being recorded • A copy of the slides and the recording will be send to you tomorrow • Enter your questions in the chat box • Let us know your thoughts! Use @optimizely and @moat Housekeeping
- 4. moat’s vision To make brand advertising more effective online.
- 5. problem 67% of worldwide ad spend is branding 25% of digital is branding
- 6. problem No consistent measures of success for brand advertisers
- 7. the default
- 8. measuring the click is not effective 3 clicks in 10,0003 clicks in 10,000“ ”
- 9. measuring the click is not effective Virtually no relationship exists between clicks and brand metrics or offline sales” Nielsen, “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building” “
- 10. PROBLEM Retail Spend Source: Quarterly Retail E-Commerce Sales, Q1 2015, US Census Bureau Offline 93% Online 7%
- 11. MARKET $200 billion“...the overall display advertising business can be a $200 billion dollar industry globally.” Eric Schmidt | Executive Chairman of Google
- 12. TV WORKS
- 13. MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING 135 139 142 146 149 Traditional TV Monthly Time Spent Hours Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report
- 14. MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING Hours Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report 0. 25. 50. 75. 100. Digital Monthly Time Spent
- 15. BRANDING ONLINE
- 18. BRANDING ONLINE what is attention? at·ten·tion /əˈtenSHən/ Noticing something; consideration with a view toward action Begin with Viewability, Time, and Interactivity
- 19. BRANDING ONLINE who decided on the definition of a viewable impression? Joint Industry Initiative: Making Measurement Make Sense (3MS) Endorsed by Certified by
- 20. MRC INDUSTRY STANDARD Display: 50% for 1 continuous second. Video: 50% for 2 continuous seconds. Mobile: Same as desktop.
- 21. benchmarks 53.3%Moat Q3 2015 Display Viewability Benchmark
- 22. benchmarks 58.5%Moat Q3 2015 Video Viewability Benchmark
- 23. benchmarks 43.7%Moat Q1 2015 Mobile Viewability Benchmark
- 24. half of the ads on the internet are not viewable
- 25. what causes a non-viewable impression? Out of Focus Out of Sight Missed Opportunity (area) Missed Opportunity (time)
- 26. Viewability diagnostics 6.91% of impressions were served into a backgrounded or minimized tab. Out of Focus Rate 8.61% of impressions had no pixels visible on screen. Out of Sight Rate 12.67% of impressions were partially visible on screen but did not meet the 50% pixels requirement. Missed Opportunity Area Rate 4.28% of impressions had 50% of their pixels visible on screen, but not for a full second. Missed Opportunity Time Rate 67.53% In-View Rate
- 27. attention Viewable is the first step
- 28. attention But we have to go further
- 29. attention Attention is the key to branding
- 30. eHow Whether you need to fix, build, create or learn, eHow gives you practical solutions to problems life throws at you. We empower you to efficiently solve each new challenge and make your life better and easier.
- 31. eHow Article Pages • Related Content Modules • Ad Modules (Text & Display)
- 32. eHow • Usage Metrics: Visits, Pageviews, PV/V, Time on site, Time on Page, Bounce Rate, Scroll Rate, CTR on Related Content Modules • Monetization Metrics: Impressions, Clicks, CPC (CPM), Viewability
- 33. Ad Viewability: Why Ad Viewabilty? Why Ad Viewabilty Is a Challenge?
- 34. Optimizely + Moat: Why? • Quickly Launch Ideas and Analyse the Outcome • Shorten the Development Cycle and Rapid Iteration Based on Data • Get The Full Picture of Outcome Using Optimizely, MOAT, Google Analytics and other integrations
- 35. Optimizely + Moat: Testing Method • Define Goals & Objectives • Define and Track Key Metrics • Think About The Big Picture and How Your Hypothesises Will Effect It • Priotorize and Iterate • Let Each Test Inform and Improve the Overal Strategy
- 36. Test Set # 1: Improve Banner Visibility • Sticky Behaviour Will Keep the Ad in View for a Longer Period of Time (for a certain amount of pixels scrolled) • Outcome: • Top Banner Viewability Did Go Up • Negative Impact on Scroll Depth • Lower Engagament with Some Other Ads and Content Modules
- 37. Test Set # 1: Improve Banner Visibility • Going beyond simply sticky behavior to mitigate negative impacts • Factors to Test: • Triggering mechanism: Time- triggered, scroll triggered • Time consideration • Scroll area • Screensize consideration
- 38. Test Set # 2: Improve 300x250 Ad Unit Viewability • Moving the ad next to sections that get the most attention • Helps with ad blindness • Modules that do not look like an ad tend to perform better on the top right corner
- 39. Look ahead & Takeaways
- 40. A Better eHow for Both Users & Advertisers
- 41. • Think outside the box • What sections stay in view the most • How can you help users to find and stay on the right part of the content for a longer period of time? • Ads with Better Viewability • Sticky Units • Anchor Ads that Refresh • Find the Right Balance • Improving one metric usually comes at the cost of another • Small tweaks can have significant impact on mitigating negative effects such as cannibalization • Keep Iterating! Key Takeaways
- 42. Questions?
- 43. Thank You!