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Tackle Ad Viewability in 2016 November 12th, 2016
Clarissa Bukhan Technology Partnerships Optimizely
A.R. Tabrizi Optimization Manager eHow
Callie Reynolds Sr. Dir. Account Management Moat
Your Speakers
• This webinar is being recorded
• A copy of the slides and the recording will be send to you tomorrow
• Enter your questions in the chat box
• Let us know your thoughts! Use @optimizely and @moat
Housekeeping
moat’s vision
To make brand advertising
more effective online.
problem
67% of worldwide ad spend is
branding
25% of digital is branding
problem
No consistent measures of
success for brand advertisers
the default
measuring the click is not effective
3 clicks in 10,000 3 clicks in 10,000 “ ”
measuring the click is not effective
Virtually no relationship exists between clicks and brand metrics
or offline sales”
Nielsen, “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising
and Brand Building”
“
PROBLEM
Retail
Spend
Source: Quarterly Retail E-Commerce Sales, Q1 2015, US Census Bureau
Offline 93%
Online 7%
MARKET
$200 billion “...the overall display advertising business can be a $200 billion dollar industry globally.”
Eric Schmidt | Executive Chairman of Google
TV WORKS
MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING
135
139
142
146
149
Traditional TV Monthly Time Spent
Ho
urs
Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report
MONTHLY TIME SPENT IN TRADITIONAL TV IS DECREASING
Ho
urs
Source: Q3 ’13 vs Q3 ’14; Nielsen, Dec 2014, The Total Audience Report
0.
25.
50.
75.
100.
Digital Monthly Time Spent
BRANDING ONLINE
BRANDING ONLINE branding online
BRANDING ONLINE
X
ATTENTION
BRANDING ONLINE what is attention?
at·ten·tion /əˈtenSHən/
Noticing something; consideration with a view
toward action
Begin with Viewability, Time, and Interactivity
BRANDING ONLINE who decided on the definition of a viewable impression?
Joint Industry
Initiative: Making Measurement Make
Sense (3MS)
Endorsed by
Certified by
MRC INDUSTRY STANDARD
Display: 50% for 1 continuous second.
Video: 50% for 2 continuous seconds.
Mobile: Same as desktop.
benchmarks
53.3% Moat Q3 2015
Display Viewability Benchmark
benchmarks
58.5% Moat Q3 2015
Video Viewability Benchmark
benchmarks
43.7% Moat Q1 2015
Mobile Viewability Benchmark
half of the ads on the internet are not viewable
what causes a non-viewable impression?
Out of Focus
Out of Sight
Missed Opportunity (area)
Missed Opportunity (time)
Viewability diagnostics
6.91% of impressions were served into a backgrounded or minimized tab.
Out of Focus Rate
8.61% of impressions had no pixels visible on screen.
Out of Sight Rate
12.67% of impressions were partially visible on screen but did not meet the 50% pixels requirement.
Missed Opportunity Area Rate
4.28% of impressions had 50% of their pixels visible on screen, but not for a full second.
Missed Opportunity Time Rate
67.53% In-View Rate
attention
Viewable is the first step
attention
But we have to go further
attention
Attention
is the key to branding
eHow
Whether you need to fix, build, create or learn, eHow gives you practical solutions to problems life throws at you. We empower you to efficiently solve each new challenge and make your life better and easier.
eHow Article Pages
• Related Content Modules
• Ad Modules (Text & Display)
eHow
• Usage Metrics: Visits, Pageviews, PV/V, Time on site, Time on Page, Bounce Rate, Scroll Rate, CTR on Related Content Modules
• Monetization Metrics: Impressions, Clicks, CPC (CPM), Viewability
Ad Viewability:
Why Ad Viewabilty? Why Ad Viewabilty Is a Challenge?
Optimizely + Moat: Why?
• Quickly Launch Ideas and Analyse the Outcome
• Shorten the Development Cycle and Rapid Iteration Based on Data
• Get The Full Picture of Outcome Using Optimizely, MOAT, Google Analytics and other integrations
Optimizely + Moat: Testing Method
• Define Goals & Objectives
• Define and Track Key Metrics
• Think About The Big Picture and How Your Hypothesises Will Effect It
• Priotorize and Iterate
• Let Each Test Inform and Improve the Overal Strategy
Test Set # 1: Improve Banner Visibility
• Sticky Behaviour Will Keep the Ad in View for a Longer Period of Time (for a certain amount of pixels scrolled)
• Outcome: • Top Banner Viewability Did Go Up
• Negative Impact on Scroll Depth
• Lower Engagament with Some Other Ads and Content Modules
Test Set # 1: Improve Banner Visibility
• Going beyond simply sticky behavior to mitigate negative impacts
• Factors to Test: • Triggering mechanism: Time-
triggered, scroll triggered
• Time consideration
• Scroll area
• Screensize consideration
Test Set # 2: Improve 300x250 Ad Unit Viewability
• Moving the ad next to sections that get the most attention
• Helps with ad blindness
• Modules that do not look like an ad tend to perform better on the top right corner
Look ahead & Takeaways
A Better eHow for Both Users & Advertisers
• Think outside the box
• What sections stay in view the most
• How can you help users to find and stay on the right part of the content for a longer period of time?
• Ads with Better Viewability
• Sticky Units
• Anchor Ads that Refresh
• Find the Right Balance
• Improving one metric usually comes at the cost of another
• Small tweaks can have significant impact on mitigating negative effects such as cannibalization
• Keep Iterating!
Key Takeaways
Questions?
Thank You!