Viewability measurement SRI-UDECAM Mission. 19 th January 2016

Transcription

1 Viewability measurement SRI-UDECAM Mission 19 th January 2016

2 Introduction Sophie Poncin Présidente du SRI Directrice de Orange Advertising

3 Agenda Context Digital ad environment Analysis grid Recommendations 3

4 Context

5 Towards a new standard for branding campaigns From a rendered impression to a viewable impression Discrepancies in the results Need to better understand the vendors methodologies to measure viewability Necessity to make recommendations for the French Market 5

6 Market conventions: the IAB-MRC standards Display: 50% of the ad creative for 1 continuous second Video: 50% of the ad creative for 2 continuous seconds Large Banner ( pixels+) : 30% of the ad creative for 1 continuous second 6

7 Definition of viewability Viewable impression Viewable impression Source: IAB Switzerland 7

8 Viewability is measured thanks to a script embedded within the ad creative A JavaScript is embedded within the creative (invisible for the user): detect the creative measure of the ad viewability 8

9 Discrepancies in the results from 4 to 36 points Index = Viewability rate of vendor (%) / average viewability rate per format (%) * 100 Source: testing results provided by the market ATF: Above The Fold 9

10 Scope of the mission Desktop Display Video With the help of Emmanuel Viennet (Scientific Committee) And 10

11 Three steps in the CESP approach Analysis of published documentation Feedback from publishers and agencies Workshops with vendors 11

12 Main issues based on users experience of the different solutions to date Publishers Media Agencies Tag implementation Lack of a common language around results Difficulties in measuring certain ad formats Unbalanced communication with vendors 12

13 Verbatims «Compatibilités des formats» «Intégration des traceurs» Media agencies «Problèmes de remontées des data» «Mesure visibilité des formats vidéo» «Acceptation éditeur» «Problèmes implémentation» «Problème de process dans la mise en place» «Incompatibilité des supports» «Problème tenue de charge des serveurs» «Pas de mode opératoire» Publishers «Ecarts de mesure» «Impléme ntation technique de la macro» «Résultats suspects» «Manque automatisation» 13

14 Two dimensions have to be taken into account to understand the discrepancies in results The digital ad environment Methodological choices made by vendors 14

15 The digital ad environment

16 Variety of ad formats From standard formats to page take-over 16

17 Ads are served through a multi-tier process Publisher Website User Content Distribution Network 302 Redirects Measured Impressions Publisher Web server Publisher Ad server Marketer Ad server Final Ad Creative Source: Ad Ops Insider 17

18 Tags are loaded asynchronously TIMETIME Source: trueido.com 18

19 All ads are not seen by people General invalid traffic Robots Non-human impressions Non-human clicks Blocked ads Invalid traffic Sophisticated invalid traffic Hijacked devices Hijacked ad tags Malware, Trojan horse Incentivized manipulation of measurements 19

20 Vendors face some technical constraints JavaScript must be enabled in the browser of the internet user The video player must be VPAID compliant Ads served in a cross-domain configuration need vendors to develop specific approaches to measure viewability 20

21 Methodological choices made by the vendors the analysis grid

22 Description of the analysis grid 77 questions covered 7 key categories Measurement Specific cases Tagging process Limitations Invalid Traffic Tests Results & reporting 22

23 Commonalities across solutions Measurement : All vendors follow the IAB/MRC viewability definitions for display, video and large banner Measurement method : All solutions are based on two approaches: the geometric method size and position of the ad creative compared with the size and area of the browser viewport area (~65%*) and browser optimization (~35%*) All vendors provide methodological documents *Based on vendors estimations 23

24 Differentiating elements MRC Accreditation: Display: 6/8 are accredited Video: 4/8 are accredited Large Banner: 3/7 are accredited Specific cases: Auto-refresh: - 5/8 filter on auto-refresh impressions considering an excessive refresh rate as a risk of IVT - 1/8 vendor does not allow auto refresh ads facebook: 1/8 measures FB inventories to date YouTube: 1/8 measures YT inventories to date Page Takeovers: 7/8 follow the MRC Guidelines to measure these ads (measure each component of the page takeover separately). However, the reporting can differ. 2/8 vendors mix two measurement methods for: Sanity check Enriching data in order to obtain page focus information Fraud detection 24

25 Recommendations

26 Recommendations to reduce discrepancies and improve Perimeter / Environment Implementation of solutions Measurement method Invalid traffic: identification & treatment Comparability of indicators 19 January

27 Optimize tagging process Keep tag as close as possible to the creative ad placement (agency s ad-servers) / Prefer automatic tag implementation Avoid multi-tagging and if necessary inform other parties of tags used Encourage vendors to push their tags via ad-servers API 27

28 Agree on a list of common metrics Served impressions Measured impressions Viewable impressions 50% 1 or 2 sec Viewability Rate Measurement Rate 28

29 Ask for more transparency about invalid traffic Require explanations about the definition of invalid traffic (IVT) and the filtering process description Request for access to IVT volume excluded at each level of the filtering process 29

30 Be aware of limitations in measurement Interpretation of the results has to take into account Limitations related to the vendors methodological choices to develop their solutions facebook and Google policies 30

31 Improve access to educational documentation Provide clients with implementation guidelines right from the start in the User Interface 31

32 Conclusion Raphaël Grandemange Président Commission Digitale Udecam Directeur Général Starcom

33 Thank you for your attention Visit our websites to access the analysis grid, conclusions and recommendations :