on scroll visibility study
TRANSCRIPT
Are your ads being seen?
Andy Evans @ DigitalAndy
The $11 Billion problem
How you can increase ROI by eliminating wastage
Andy Evans CEO & Founder of Net Communications 1999 CEO & Co-Founder OnScroll, September 2011 @DigitalAndy
@OnScoll @NetCommunities
Some of our Publishers
Some of our Advertisers
OnScroll clients:
40% of Global Internet Advertising is Display = £31.8 billion
ZenithOptimedia Forecast 2014 – MarketingCharts.com
The size of the market
24% of UK Internet Advertising is Display = £730 million
IAB & PWC Report H1 2013 – TheMediaBriefing.com
The size of the problem
There are over 4 trillion display ads served
per year now. However, a huge chunk
of them are never seen by any human.
The Viewable Impression Sea Change, July 2012
“
46% of online display advertising is wasted and on average
77% of the online advertising that is visible ATF classed as
‘viewable’, may remain unseen.
The uncomfortable truth about online ads and viewability, September 2013
“
OnScroll measured an average 54% of display ads
are not viewable and remain unseen.
“
£17.17 billion of £31.8 billion
Wasted advertising?
£394.2 million of £730 million
What is the industry doing?
Introduced Viewability standards in 2011
Accrediting UK Vendors later in 2014
Backing Standardisation of viewable impressions
Currently accrediting vendors in the US Making a move from ‘loaded impression’ to a ‘viewable impression
So…. What is a viewable ad?
Viewable for at least 1 second
50%
Definition of a viewable impression
Why are they not seen?
User doesn’t scroll Ad blockers No plug-ins for rich media
User clicks away Mobile/Tablet not configured
Multiple tabs open
How are advertisers and publishers reacting?
Viewability rates are a key benchmark in performance.
Early testing showed a 37% increase in ROI by focusing on sites with high ad visibility.
Money Super Market Invest In Viewability Tech, January 2014
“
Viewable impressions are the only way that advertisers can truly experience the brand impact that display advertising is
capable of delivering.
Now you see it: Viewable Impressions, March 2012
“
We want to make it clear that not every impression is created equal. If a user never makes it to the bottom of an article, they’ll
never see such ads.
ESPN.com wants to go legit, May 2012
“
All impressions are not created equal, and we believe that by taking these significant steps to ensure viewability and targeting of large premium ads, we can create a vehicle where marketers
can best showcase their products.
Now you see it: Viewable Impressions, March 2012
“
It’s estimated that nearly half of all online ads are placed in spots where users aren’t able to see the. Google will now only
charge for ads that people actually see.
Google will now only charge for ads that people can actually see, December 2013
“
ATF Above the Fold
vs.
BTF
Below the Fold
Would we only place 3 ads in a newspaper?
So why do it online?
?
Un-monetised whitespace
63% White Space
OnScroll site audit across 250 sites:
White space should be ad space
How much white space is there?
How important is it?
A recent site audit by OnScroll Average ‘engaged’ article dwell time on page – 1:37 minutes
BTF Ads
ATF Ads
Time Above the Fold: 13 seconds
No Ads
User engagement:
BTF Ads
ATF Ads
No Ads
Users Below the Fold: 85.54% Time Below the Fold: 31 seconds
A recent site audit by OnScroll Average ‘engaged’ article dwell time on page – 1:37 minutes
User engagement:
BTF Ads
ATF Ads
No Ads
47.19% Reach the 4th fold Time Below the Fold: 84 seconds
A recent site audit by OnScroll Average ‘engaged’ article dwell time on page – 1:37 minutes
User engagement:
Audit of UK’s largest newspaper sites
Audit of UK’s largest newspaper sites
It’s not all doom and gloom…
Ad Verification
Identify the problem
Viewability Vendors: Retrospective Vs Pro-Active
Retrospective Approach
Proactive Approach
A different approach…
1. Identify the problem 2. Solve the problem
Viewable ads Demo - http://www.youtube.com/watch?v=QBuQvaR3s1o&feature=youtu.be
Across 50 million ‘viewable’ impressions,
Gold below the fold
3.2x longer viewable time
66% CTR Uplift
Below the fold out-performed Above the fold
55% increase in programmatic eCPM’s
All ads are premium
Exchange
79% increase in CTR
70% increase in revenue per thousand
Serve
All ads are premium
beta news
A few things to take away…
www.onscroll.com A-year-in-viewability-infographic-2014
http://www.bit.ly/viewability2014
OnScroll made it this easy….
3 min 26 seconds
Thank you for listening!
Get this deck at www.onscroll.com/blog
Andy Evans @digitalandy
@OnScroll