viewable impressions

Paid Member
Published by: Kerel Cooper , Advance Digital
Published on: October 21, 2011

Is anyone currently doing anything with "viewable impressions"? I'd like to learn more about any vendors that provide this metric and how you are using the data/reporting?

Thanks
Kerel

Comments

New data out on viewable impressions: "Taking Issue With Viewable Impressions" from C3 Metrics CEO Mark Hughes - read it here: http://www.adexchanger.com/data-driven-thinking/taking-issue/

One of the key findings delivered last week by a comScore study of 12 big brands is that 31% of the 1.7 billion ad impressions sampled recently in its study were never in view. The issue is that comScore is taking 12 big brands with huge budgets, and then sampling them on premium sites only. It would be nice if real companies could buy, plan and measure media that way. But it's not reality. It's like calling Palo Alto, CA and Greenwich, CT a true representation of America. Not accurate, and not projectable for the large majority of advertisers.

The C3 Metrics Labs report found that 68% of all display ads served are never ultimately seen by consumers according to the viewable impression standard. Of the ads that are not seen, 12% never fully load. Because click-through rates are calculated based on ads that are actually seen, CTRs that do not take viewable impression data into account may be off by as much as 179%.

My company uses visibilty as an offer to our customers as well as an reminder to our publishing partners to increase visibility, as we can't gurantee that an attractive campaign will be aired on a side whose skyscraper has a visibility rate of only 50%.
Technology: We created a intermediate service between AdTag and AdServer that tracks visibility.

Most ad visibilty solutions are designed for the buy-side, while few directly service the publishers. We have developed our own solution specifically designed for publishers.

The solution is inline with the Media Rating Counsel criteria, works with the publisher ad server and reports back into their analytics package.

Happy to let you know more: cpage@acceleration.biz

Realvu is the inventor of the viewable impression and is the only company in the U.S that is certified by the Media Rating Counsel to report on ads that appear in the viewable area of the browser screen for at least one second. There is a big difference between an ad space that is tracked and an actual ad that is rendered into the space in focus for at least one second. It is very important to be able to report on an actual ad that appears within the viewable area of the browser screen while in focus for at least one second in order to determine reach and frequency and to determine GRP's. I suggest any advertiser who wants to explore using the viewable impression as a currency to buy Ads check with the Media Rating Counsel as to the credentials of companies that say they can actually track a viewable impression. To my knowledge there are no companies in the world today other than Realvu that tracks the viewable area of the browser screen and holds patents protecting this invention. WWW.realvu.com

Realvu is the inventor of the viewable impression and is the only company in the U.S that is certified by the Media Rating Counsel to report on ads that appear in the viewable area of the browser screen for at least one second. There is a big difference between an ad space that is tracked and an actual ad that is rendered into the space in focus for at least one second. It is very important to be able to report on an actual ad that appears within the viewable area of the browser screen while in focus for at least one second in order to determine reach and frequency and to determine GRP's. I suggest any advertiser who wants to explore using the viewable impression as a currency to buy Ads check with the Media Rating Counsel as to the credentials of companies that say they can actually track a viewable impression. To my knowledge there are no companies in the world today other than Realvu that tracks the viewable area of the browser screen and holds patents protecting this invention. WWW.realvu.com
bk

Hi Brendan,
interesting topic to start discussing. Besides the obvious value to the advertiser only to pay for viewable/in screen impressions, how can the publisher/network benefit from the offering? They obviously won't be able to profit from all ad calls.

A Danish publishing network recently started a new offering, where they guarantee 102 % delivered in screen impressions to advertisers. There's the obvious benefit for the advertiser - I know what part of my marketing budget would be guaranteed and what part could be 'out the window' and there's the traction that such offer could get in the market.

In order to get the right value of the in screen offering, the publishing network evaluated the number of impressions in screen and raised the price for the impressions to exceed the normal price of ad calls delivered. They profit.

But I don't think the real discussion needs to be whether you gain from this new feature or not, but rather if it's fair to offer advertisement on a CPM or fixed model for not-seen impressions? Soon advertisers will refuse to pay for out-of-view impressions. I would! Do the math and implement in screen measurement.

Otherwise there's always some good old CPC or CPX models to be offered ;-)

You're welcome to check out our documentation at classroom.emediate.biz, (search for In Screen Impressions)

Best regards
Otto

Has anyone started any discussions around value of viewable vs non viewable?

I'm interested to see any modeling around it all from a pricing perspective, or hear any opinions.

Hi Kerel,

Historically the RichMedia vendors were the first in line offering creative visibility information.
Step by step some vendors offering some kind of Creative Visibility information additionally to Impression and Click data.
We at Facilitate Digital were asked by our clients to add the measurement of visibility information additionally to standard data gathered by our adserver solutions.
We set up the solution in a flexible way so that our clients can choose their desired parameters (percentage a creative have to visible, number of seconds a creative have to be visible...) by themselves. This enables them to build their own business models and combine visibility date with all the other performance and business data.

We see that more and more clients use this additional layer of information to do better optimization and improve their ROI.
I agree with Andreas that in the German IAB there are currently discussions to bring the different approaches of the different vendors to a common level.

Cheers,
Oliver

Hello everyone,
in Germany a discussion is running to use visibility as an official booking criteria. Many ad serving systems are offering the possibility to track the visibility of the ads (i.e. Adform, Mediamind, Flashtalking, etc.).
Additional systems like Alenty, Meetrics or AdXpose are entering the market as well.
The problem is, that all these systems are using different definitions of visibility. And the way of measuring it, is different as well.
Thats why in Germany the IAB / BVDW started a discussion about defining the new metrics "visbility". It should be possible to compare the metrics of all systems. But that´s not possible at the moment.

Example:
Mediamind: An ad is visible, if one pixel of the ad is shown in screen.
Adform: An ad is visibile if 50% of the graphic is shown in screen.
Alenty: It depends on what the agency or client defines, as Alenty measures the percentage and the viewtime.
...

Best regards,
Andreas

Hi Andreas,

who at the German IAB could I talk to better understand their efforts to use visibility as official booking criteria and the status of efforts to unify the definition of ad visibility?

Regards,
Johann

Hello Johann,
please contact Mr. Bjoern Kaspring at the BVDW.

kaspring@bvdw.org

Best regards,

Andreas

Hi Andreas,
we are doing the same in IAB Finland and I have heard that IAB Sweden is working on this as well.

There is a lot of differences in different systems. Like Adform is counting only a sample of impressions and for example Alenty and Emediate are counting all impressions.

We are trying to figure out some kind of guidelines, how to use the information available and what should be taken into account, when comparing the figures.
---
BR, Merja

Morning Kerel
I work at comScore and we're now bringing the AdXpose together with Campaign Essentials to produce AdEffx. This now delivers planning, testing, validation and evaluation against target audience to deliver vGRP.
Check out www.comscore.com/Products_Services/Advertising_Effectiveness/AdEffx_video
Let me know if you want me to put you in touch with the right contact for your local market.
Hope this helps
Stuart

Paid Member

Thanks Stuart. Yes can you put me in touch with someone. My email: kcooper@advance.net

Paid Member

Thanks Stuart. Yes can you put me in touch with someone. My email: kcooper@dvance.net

This is a big discussion at the moment in Finland. Many media agencies use AdForm and report viewable impressions to clients with it. As a publisher we have ad serving system called Emediate (http://www.emediate.biz/) and they have just launched this new feature (in-screen measurement). We have not yet started to use it, but definately we will in the near future. Also other ad serving systems are developing this into their systems. The next step is to make it possible to actually forecast and sell in-screen impressions.

One system, which is well-known in Europe, is Alenty (http://www.alenty.com/en/).

Hi Steven - It's AdXpose (not AdSafe) that was acquired by comScore in August this year and, indeed, they do measure when display ads are in/out of view. Their method, which works best when ads are served via JavaScript tags, will report ads viewed even if they start below the fold, but are subsequently scrolled into the browser window (i.e. within the browser viewport).

You also get engagement metrics from AdXpose, which can easily be mapped to conversion data (if you're collecting that) to look at campaign performance using a measure like conversions per 1,000 seconds of creative engagement time. This is one way to meaningfully increase the value of creative beyond the myopic CTR.

To learn more about AdXpose, I encourage you to reach out to your local comScore rep. Or ping me and I'll point you in the right direction.

James
Invizua

Hi Kerel,
we gather "viewable impressins" for media agencies (i.e. groupm), publishers and marketers. Please have a look our web site:
http://www.meetrics.de/info/Ad+Attention+Monitor+%28en%29
and the demo page:
http://www.meetrics.de/info/Ad+Attention+Demo
I am happy to provide more information about our real-time web reporting tool and our Ad Attention suite via email, if you like: philipp.hilgers@meetrics.de

Best,
Philipp

I am not certain but I think AdSafe had this technology when they were acquired by Comscore.

There is of course RealVu who have been providing a version of viewable impressions for some time now.

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