Ad Viewability_Designed_ppt

Ad Viewability

Industry Buzz

Increasing usage While traditional television viewing is dropping, digital video has seen 5% growth year over year. 61% of Americans watches digital video. With the proliferation of smart phones and UGC, video content is also more available now than ever.

Why Digital Video?Desirable audienceThe typical audience for digital video is younger, more educated, and higher earning. These are all factors that are attractive to advertisers and lead to 2-3x higher CPMs ($20-23).

A hedge against mobile shiftAs more traffic shifts to mobile, digital content monetization is becoming increasingly difficult. Video is a high-engagement, high-value monetization tool that crosses over from desktop to mobile and even performs better on mobile. With TV ad spending expected to decrease in 2015 and cord-cutting on the rise, digital becomes more important.

Broaden your sources Consider multiple sources from which to pull video: CNN network, Newsource partners, social media, etc. Look for the right mix from all these sources to create a compelling digital video experience

Use good contentUse the “best” videoLook for a video with a moment that gives you goosebumps. Avoid overly violent stories that might offend or generally bland stories without a compelling element.

Match video with contentIt’s not enough just to have good video. You also need to make sure that the content that describes and supports the video is compelling as well. Avoid anchor intros, consider story teases, craft compelling headlines, and choose provocative thumbnails.

But there’s one more piece…

Monetization sources:

• Locally sold: Publisher controls CPMs (Group or property level)• Third-party sold: Seller controls CPMs

Examples of Third Party Sellers

• Premium: CNN, NDN, AOL, etc.• Ad networks: SpotXchange, TubeMogul, BrightRoll, AdSense, etc

What does this mean for affiliates?

• Ad networks are less transparent than premium sources, which means their CPMs are lower.

• Using video best practices help ensure Premium CPMs.

Monetization: Isn’t that the point?

Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users. For example, some ads load at the bottom of a webpage. If a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.

What counts as “viewable”? Web publishers now define display ads as viewable if half their pixels appear onscreen for one second. Videos are considered viewable if they appear halfway onscreen and play for two seconds.

Display:

• Did the user see it?• How much of the ad did they see?

Video:

• Did the user see it?• How much of the ad did they see?• How long did they watch?

Ad viewability

How does publisher behavior affect viewability?• Placement• Video size• Embed method

How does user behavior affect viewability?• Scrolling• Multi-tasking• Platform

What affects ad viewability?

What are advertisers measuring?

72% visibleHow many impressions served by a particular publisher were actually visible in users’ browser windows?

57% delivered to target geoWere the impressions served in the contracted state, DMA, zip code, etc.?

47% audibleSome publishers or networks may mute the audio of a video pre-roll in order to auto-start on page load without user initiation. Ad technology can detect this and hold publishers accountable.

What are advertisers measuring?

72% visibleHow many impressions served by a particular publisher were actually visible in users’ browser windows?

23% delivered to target geoWere the impressions served in the contracted state, DMA, zip code, etc.?

40% audibleSome publishers or networks may mute the audio of a video pre-roll in order to auto-start on page load without user initiation. Ad technology can detect this and hold publishers accountable.

• Sound muted• Poor display

position• Not visible or BTF

What did ad tech flag in these implementations?

So what are video best practices?

How can publishers improve ad viewability?

F-Pattern heat map

Placement

Placement

Video size

example.com

Embed method: iFrame vs. JavaScript

cnnvan.com

example.com

cnnvan.com

iFrame JavaScript

How can publishers account for user behavior?

If a video auto-starts at the top of a story, be cognizant of how a user might behave during the ad.

Scrolling

• Pick compelling video• Use video that shows

the story• Choose videos that get

right to the action

Multi-tasking

Platform also affects ad viewability. Think about how you view video on your computer versus how you watch on your cell phone.

Platform

Ad Viewability

Ad Viewability_Designed_ppt

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