Viewability: A Year In Review - Digiday Brand Summit, 4/22/15
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Phil Schraeder from GumGum's presentation from Digiday Brand Summit in Palm Springs - April 22, 2015.
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Viewability: A Year In Review - Digiday Brand Summit, 4/22/15
- 1. VIEWABILITY: A YEAR IN REVIEW Presented by: Phil Schraeder April 22, 2015
- 2. WHAT WE KNOW Viewable Not Viewable Source: comScore validated Campaign Essentials data 2012-13 Global $10 billion dollar problem MRC lifts advisory of viewable display impressions Individual company standards Process, process, process
- 3. VIEWABILITY UPDATE Mar 2014 MRC approves definition of a viewable impressions Jun 2014 MRC approves transaction on viewable impressions for video ads Oct 2014 MRC issues Viewability Implementation Guidelines Jan 2015 ANA, 4As and IAB push to establish viewable impressions as the standard for campaign measurement
- 5. GUMGUM’S POSITION Currently transactable on vCPM Partnered with IAS, Moat, comScore, and Double Verify Most viewable display units 10x engagement metrics Agency and brand adoption 82% Average VIEWABILITY Network Benchmark Publisher Benchmark GumGum Benchmark Network Benchmark Publisher Benchmark GumGum Benchmark
- 6. WHERE WE’RE HEADED IN 2015 Source: Integral Ad Science Year End Infographic
- 7. KEY TAKEAWAYS Standardize measurement and tracking Understand viewability is a first step not the solution Be ready for change and adapt to it Mobile, Programmatic, and Viewability are on a collision course
Notas do Editor
- Good morning everyone, and welcome to GumGum’s TechTalk on Viewability. I’m Phil Schraeder, COO of GumGum, and I presented last year at this exact conference about Viewability. Today I would like to take a look back at how this has evolved over the last year, what we have experienced, and what is to come.
- By now we’ve all seen this comScore stat suggesting that 54% of impressions aren’t viewable. Meaning they have no chance of ever being seen by human eyes, just as you can’t see me right now. This is due to a range of technical issues ranging from below-the-fold impressions, user bounce rates and rapid scrolling, server latency times, unknown browser types and non-human traffic. And this has become a very costly problem. By our estimate, 54 percent of the nearly $20 billion dollars Forrester predicts will be spent on display advertising in 2014 translates to our having about a ten billion dollar industry problem on our hands! MRC lifted the advisory of viewable impressions on 3.31.2014 which was followed a few months later by the lifting of the viewable advisory for video ads. Then came the process integration across the industry. The clients had opinions, the agencies had opinions, and so did the publishers. Agencies had to throroughly vet all the accredited partners methodologies, select a measurement standard (MRC or their own), roll it out internally, get partners on board, and report the insights. The clients needed to be educated which is no easy task. Publishers needed to quickly look into how they were being measured and adjust latency and ad delivery, etc.
- Creating engagement and helping brands tell their stories through beautiful, cross-platform creative inline with content that gets seen is exactly what we’ve been working on at GumGum for the past six years. By way of introduction, GumGum is…[SEE SUPPORTING COMMENTARY FOR EACH BULLET AS LIST BUILDS ON SCREEN] The recognized industry leader for in-image advertising: multiple patents, lead IAB working group, 70M UVs in the US Most viewable display units online: integrated with DoubleVerify, MOAT, IAS and Comscore and introducing new units that are equally viewable, relevant and engaging 10x engagement of traditional display advertising options: .82% average CTRs, 50% video-completion-rates, 30% average brand lift Agency and brand adoption: Work with all major global ad agency holding companies across all major consumer verticals High-growth ad-tech platform: 56 employees in 6 US offices, international partnerships and multiple innovation awards
- Good morning everyone, and welcome to GumGum’s TechTalk on bringing viewability into focus. I’m Phil Schraeder, COO of GumGum, and the reason you can’t see me right now is, well, because I’m not viewable! And the only thing more ridiculous than a conference speaker you can’t see is wasting your clients’ media investment on impressions that will never be seen. Just as my voice can’t communicate my full persona, consumers cannot engage with ads they don’t see!