WFA Global Viewability Benchmarking
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The document discusses the importance of viewability in digital advertising, defining it as the measurement of whether an ad is seen by users based on standards set by the MRC. It highlights efforts by the WFA and industry partners to improve viewability standards and presents benchmarks indicating viewability levels across various markets and media types, showing trends and variations in display and video ads. Key considerations include the potential impacts of higher viewability standards on supply, pricing, and consumer experience, as well as the need to ensure that viewable impressions are legitimate and safe.
WFA Global Viewability Benchmarking
- 2. • Viewability is a measurement metric that defines whether a digital ad had the opportunity to be seen (i.e. whether it was within the viewable pane of the browser). • MRC defines an ad as viewable when 50% of the surface area is in-view for at least one second (or 50% for two seconds for video). The IAB consider this to be a standard that advertisers can trade against though there are brands who believe this standard should be higher. • Viewability has been a growing priority for WFA members for several years and we have focused on education and research in response. In addition, with other industry partners including, IAB Europe, EACA, JICWEBS (UK), AGOF (Germany) and Digital Ad Trust (France), WFA is part of the an initiative to improve viewability standards in Europe and beyond. • There remains no consensus on what levels of viewed impressions represent per market and WFA members inform us that greater visibility of these numbers would be a valuable source of information. • By aggregating data from seven leading verification companies, WFA has produced the industry’s first collective set of benchmarks on the level of ‘in-view’ impressions across more than 20 markets. • The intention of this project is to establish indicative viewability levels by market, and draw attention to the fact that techniques for verifiying impressions vary by vendor. The intention is not to disclose individual data submissions from participating companies; • All participating companies have an MRC accreditation, and all data submitted is in accord with MRC standards, e.g. 50 for 1 / 50 for 2. • This data set focuses on H1 2017, but period-on-period comparisons have been made to H2 2016, to identify how viewability is evolving. Introduction
- 4. Display in-view inventory relatively consistent by market, with 47% on average…but the range (in-market) can be considerable Jan-Jun 2017: Average % of display impressions in-view (all devices) as per MRC standard Source: ranges/averages based on data supplied by participating verification partners n.b. ranked by average
- 5. There is growing consistency in submissions in some markets Jan-Jun 2017: Average % of display impressions in-view (all devices) as per MRC standard
- 6. Source: ranges/averages based on data supplied by participating verification partners n.b. ranked by average Jan-Jun 2017. Based on like-for-like comparisons (i.e. only includes data from companies who submitted figures in both periods Display viewability increasing in some markets but no single, clear trend Jan-Jun 2017 vs Jul-Dec 2016: Average % of display impressions in-view (all devices) as per MRC standard
- 7. Source: ranges/averages based on data supplied by participating verification partners n.b. ranked by average Video market 58% in-view overall, with a high degree of consensus around the data in many countries, especially UK and US Jan-Jun 2017: Average % of video impressions in-view (all devices) as per MRC standard
- 8. Source: ranges/averages based on data supplied by participating verification partners n.b. ranked by average Jan-Jun 2017. Based on like-for-like comparisons (i.e. only includes data from companies who submitted figures in both periods In contrast to display, the video market has seen considerable increases in viewability levels (up to 16 points), in just 6 months Jan-Jun 2017 vs Jul-Dec 2016: Average % of video impressions in-view (all devices) as per MRC standard
- 9. • By working with verification companies, brands are able to monitor and optimize towards their own prescribed level of viewability which some set considerably higher than the MRC standard (as high as 100% ad surface area). • There are also efforts being made in some markets to raise the viewability standard to a level where brands can trade against a higher standard as a norm. In the UK for example, ISBA have announced their intention to give brands the facility to buy display at 100% in-view. • There are potential consequences associated with higher viewability standards, including: a reduction to supply (and reach), price increases and potentially a worse user experience (i.e. certain formats might promise high viewability but may irritate consumers e.g. pop- ups, auto play ads, etc). • WFA believes that brands should be able to trade on whatever viewability level delivers the required outcome. o Advertisers need to investigate what level of increased outcomes they can expect from an increase in viewability and balance this with the increase in cost – aim to establish the tipping point where incremental viewability does not deliver improved ROI. o A Viewable CPM (vCPM) is a useful metric for comparing value between sites; o But it’s worth pointing out that this (in and of itself) is not a measure of outcomes or effectiveness (e.g. ROI, ROO) but is simply focused on delivery. • High viewability is meaningless if the ‘viewer’ was not human. Fraudulent traffic is often manipulated to have the appearance of higher viewability than legitimate traffic. o Advertisers should seek to ensure that all impressions are (1) viewable, (2) human (i.e. not Sophisticated Invalid Traffic) and (3) in a brand safe environment; o Consider reviewing the WFA Compendium of ad fraud knowledge for media investors for further recommendations to protect investment against ad fraud. Considerations
- 10. World Federation of Advertisers London, Brussels, Singapore wfanet.org info@wfanet.org +32 2 502 57 40 twitter @wfamarketers youtube.com/wfamarketers linkedin.com/company/wfa