{"id":419,"date":"2014-05-04T21:10:07","date_gmt":"2014-05-04T21:10:07","guid":{"rendered":"http:\/\/www.hannahourani.com\/writer\/?p=419"},"modified":"2014-05-05T13:49:57","modified_gmt":"2014-05-05T13:49:57","slug":"viewability-the-new-best-practise","status":"publish","type":"post","link":"https:\/\/hannahourani.com\/writer\/2014\/05\/04\/viewability-the-new-best-practise\/","title":{"rendered":"Viewability &#8211; The new best practise?"},"content":{"rendered":"<p>Every advertiser wants something different out of an\u00a0ad campaign &#8211; Reach, Performance, Branding, Awareness, Return on investment.<\/p>\n<p>The list of goals goes on and on too &#8211; primary KPIs, secondary KPIs, ROI estimates, CPA goals, iGRPs&#8230;<\/p>\n<p>At the very least though, as a gateway to all these KPIs and goals, advertisers want their ad to be seen. They want to know that for the money they&#8217;ve invested has gone into media that delivered their message to a relevant audience- a\u00a0relevant\u00a0audience that <em>saw<\/em> the ad.<\/p>\n<p><a href=\"http:\/\/www.marketwired.com\/press-release\/Integral-Ad-Science-Quarterly-Media-Quality-Report-Reveals-Changes-in-Bot-Behavior-1873636.htm\">A large portion of online ads are never seen<\/a>\u00a0according to <a href=\"http:\/\/integralads.com\/\">integral ad science<\/a>. Whether it&#8217;s because of their placement at the bottom of a page where few\u00a0users ever scroll or because they&#8217;re planted in some hidden iframe, there&#8217;s a lot of ad impressions that are worth absolutely nothing.<!--more--><\/p>\n<p>These ad impressions are bundled up by publishers along with &#8220;good&#8221; visible impressions and when an advertiser buys x\u00a0number\u00a0of impressions, there&#8217;s always been an implicit connotation that some of these impressions will not be seen.<\/p>\n<p>In the best of cases, most of the bought impressions are visible. In the worst of cases a lot aren&#8217;t. But life went on.<\/p>\n<p>Enter viewability. The <a href=\"http:\/\/www.iab.net\/media\/image\/SafeFrames-Viewability_IAB-MRC_2013-04-15.pptx.pdf\">IAB (Interactive advertising Bureau) study for viewability<\/a>\u00a0was done\u00a0in 2012 to address how many ads are viewable. Below is an extract from the pdf of the study about viewability that the IAB performed.<\/p>\n<blockquote><p>\u00a0Data from 22 live production campaigns, involving more<br \/>\nthan 3 billion served impressions, revealed the following:<\/p>\n<ul>\n<li><span style=\"font-family: Georgia, 'Bitstream Charter', serif; font-style: italic;\">Viewable rates for the pilot campaigns ranged from a\u00a0<\/span>high of 78.6% to a low of 7.3%<\/li>\n<li><span style=\"font-family: Georgia, 'Bitstream Charter', serif; font-style: italic;\">Unmeasured rates were a significant concern:\u00a0<\/span>\n<ul>\n<ul>\n<li>Cross-Domain I-Frames<\/li>\n<li>Other Unmeasured Conditions<\/li>\n<\/ul>\n<\/ul>\n<\/li>\n<\/ul>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>As a result of this study, the IAB decided to define viewable ads for Display as an ad that is:<\/p>\n<ul>\n<li>50% of pixels in the viewable space of the browser<\/li>\n<li>Minimum of one consecutive second<\/li>\n<\/ul>\n<p>Back in 2012, this was a nice idea, one to think about for the future.<\/p>\n<p>But then, on a fateful day\u00a0in April 2013, along came the future when <a href=\"http:\/\/adwords.blogspot.nl\/2013\/04\/the-importance-of-being-seen.html\">Google made paying for viewable impressions a standard in Adwords.<\/a><\/p>\n<p>Pay for ads that\u00a0users are seeing (according to the IAB definition of seeing something). For Google that&#8217;s relatively easy to put in place &#8211; will hardly would put a dent in their profit since their Adsense program pays a publishers for ads that are clicked and sells to advertisers on a CPM basis (that can also be presented as a CPC, CPA, truview in youtube, but the bottom line is CPM)<\/p>\n<p>For other publishers, this poses a challenge. Almost every other publisher in the world doesn&#8217;t have Google&#8217;s immense inventory. Paying for viewable ads would put a dent in their profits &#8211; a potentially painful dent\u00a0if their inventory is mostly not viewable.<\/p>\n<p>However, this is also an opportunity for publishers that have an inventory of good quality to finally be vindicated. Although it is implied and &#8220;baked\u00a0into&#8221; the CPMs nowadays that some impressions will not be seen, the knowledge of how many impressions are not seen is undoubtedly valuable.<\/p>\n<p>This year will be interesting. It seems that viewability has come of age although there is a lack of standards. Although the tech is far from perfect, it\u00a0will certainly be interesting to see which publishers evangelize it and which publishers have something to hide.<\/p>\n<p>At the end of the day though, advertisers will have to ask the question they&#8217;ve always asked:&#8221;Has my ad been seen?&#8221;\u00a0Because this time there might\u00a0be a definite answer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every advertiser wants something different out of an\u00a0ad campaign &#8211; Reach, Performance, Branding, Awareness, Return on investment. The list of goals goes on and on too &#8211; primary KPIs, secondary KPIs, ROI estimates, CPA goals, iGRPs&#8230; At the very least though, as a gateway to all these KPIs and goals, advertisers want their ad to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"amp_status":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Viewability - The new best practise?","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[6],"tags":[],"class_list":["post-419","post","type-post","status-publish","format-standard","hentry","category-media","entry"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p1Yr1F-6L","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/posts\/419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/comments?post=419"}],"version-history":[{"count":5,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/posts\/419\/revisions"}],"predecessor-version":[{"id":427,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/posts\/419\/revisions\/427"}],"wp:attachment":[{"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/media?parent=419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/categories?post=419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hannahourani.com\/writer\/wp-json\/wp\/v2\/tags?post=419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}