The Guardian Starts Selling Time-Based Ads

What Happened
Aiming to improve their user experience by offering fewer and better ads, The Guardian has started selling ads based on viewability instead of impressions. This change allows brand advertisers to buy ads across The Guardian’s sites in guaranteed time slots of varying lengths ranging from 10 to 30 seconds, for which the British publisher guarantees 100% viewability. The Economist is the first client to buy The Guardian’s time-based ads for a campaign that will run until September.

Why Brands Should Care
This new ad product offers an example of how publishers are trying to deal with the rise of ad-blocker usage by improving the ad experience and switching to new ad metrics. This kind of initiatives enables brands to better engage site audiences by ensuring the viewability of their ads. While it remains to be seen whether more publishers will pick up this practice, brand marketers should be aware of the new ad products available and work with publishers to make sure their ads are actually being delivered in a consumer-friendly way.

For more information on how brands can fight the increasing usage of ad-blockers, check out the Ad Avoidance section in our Outlook 2016.


Source: Digiday

IPG Media Lab Presents: Viewability Presentation & Panel – May 2016

On May 4, 2016, the research team of IPG Media Lab brought their Viewability Roadshow presentation to the IPG Mediabrands HQ in New York City. Here is the highlight recap of that informative presentation led by Kara Manatt, V.P. of Consumer Strategy at the Lab, and Kiril Tsemekhman from Integral Ad Science, a partner in this joint study, as well as a vibrant panel discussion featuring industry insiders and experts that followed.

To read the report of this large-scale study on viewability standards, please click here.



Twitter Partners With Innovid To Offer Marketers More Stats On Video Ads

What Happened
Twitter is teaming up with digital video marketing firm Innovid to provide advertisers with more data on its pre-roll video ads. With this new partnership, marketers buying video ads via Twitter’s Amplify program can now access some advanced metrics, such as completion rates and viewability, to gauge how their pre-roll ads are performing. Innovid’s clients, which include Disney, Mondelez, and Toyota, will also gain access to those detailed stats. The microblogging service introduced pre-roll video ads last October and set a viewability standard of at least three seconds with the videos 100% in view.

What Brands Need To Do
This partnership between Innovid and Twitter is just one of the latest examples of social media companies like Pinterest and Facebook teaming up with third-party ad analytics firms to appeal to advertisers’ demand for better measurements. Snapchat, in particular, forged a partnership with analytics firm Moat to also track the viewability of its video ads. Overall, these partnerships should come as welcome additions for brands as they make advertising on social channels more accountable and transparent.


Source: AdWeek


Snapchat Promises Ad Viewability With Moat Partnership

What Happened
Snapchat continues to build out its ad measurement with some new partnerships. On Thursday, the fast-growing messaging app announced that it is teaming up with analytics firm Moat to track the viewability of video ads on Snapchat and to provide brand advertisers with more behavioral data, such as how long people watch the ads and whether they are viewed with the sound on. Snapchat is also adding Google’s DoubleClick to its arsenal of ad network partners to offer more robust data on ad reach and engagement.

Why Brands Should Care
According to Snapchat, two-thirds of the videos that it serves, including video ads, are watched with the sound on. This is an interesting departure from  other social networks such as Twitter and Facebook, where video ads are played on mute by default. In fact, a recent study found that about 85% of Facebook video is watched without sound. Therefore, it makes sense for Snapchat to enlist Moat to help it prove the viewability of its video ads. For brands, the partnerships should come as welcome additions as they can make advertising on Snapchat more accountable and transparent.


Source: AdExchange

Viewability Report: Putting Science Behind The Standard

This research report is a joint effort by IPG Media Lab, Integral Ad Science and Cadreon.


Click here to download the full report.

Today, the IPG Media Lab, Integral Ad Science and Cadreon release their joint large-scale research study, first of its kind, on viewability. With the goal of quantifying the relationship between viewability and brand metrics, the research involved nearly 10,000 participants, looking at 189 different ad scenarios. Although the study was not meant to rewrite existing standards, the findings serve as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.

Key takeaways include:

– Viewability is strongly related to ad effectiveness. As viewability increases, so does consumer attention and ad recall.
– Ads that exceed the MRC standard have 16%+ recall as opposed to ads that meet the standard, which have 2% recall.
– Ad exposure time influences ad effectiveness more than % in view.
– Viewability is important, but it is not the be-all and end-all. It should not be a KPI.

Viewability_Infographic - image

Click here to download the full report.

Click here to see the White Paper of the study.

You can also get the report on Integral Ad Science’s site.



YouTube Opens Ad Viewability To Third-Party Verifications

What Happened
In response to the increasing demand of the ad industry, YouTube has announced it will soon allow third-party vendors to verify its ad viewability. ComScore, DoubleVerify, Integral AdScience, and Moat are among the first batch of outside vendors that YouTube has approved to report viewability beginning early next year.

Market Impact
Viewability verifications help guarantee that advertisers only pay for ad impressions that are actually seen. As the industry leader in online videos, YouTube’s net US video ad revenues soared to $1.55 billion this year, and is estimated to top $2 billion by 2017, according to eMarketer (paywalled link). Google has made significant efforts to make YouTube’s ads more effective, adding “buy buttons” to the pre-roll ads recently, and YouTube’s willingness to open its ad views to scrutiny shows its confidence in its ad products. Facebook also added support for third-party verifications for its video ads viewability in September.


Source: Marketing Land

Event Recap: IPG Mediabrands’ Advertising Week Panel On Viewability

This morning, IPG Mediabrands held an Advertising Week event to tackle one of the hottest topics in the ad industry today, viewability. The event consisted of a presentation of the Lab’s new research results and a panel discussion featuring five industry insiders.

Kara Manatt, our VP of Consumer Research Strategy, kicked off the event with a presentation of  never-before-seen research conducted by the IPG Media Lab in partnership with our sister agencies Cadreon and Magna Global, along with Integral Ad Science. In her presentation, Manatt explained how the new viewability study rigorously tested standard banner, rich media, and auto-play video ads from two brands representing different industry verticals and shared some key findings from the research. The widely accepted MRC standard for viewability, as the research shows, is not a magic threshold for improved ad recall, but rather “a stepping stone for ad effectiveness.” This means even some impressions below the MRC standard have impact on viewers. For example, the research finds that while the MRC standard states video ads need to have at least 50% in view for 2 seconds to count as viewable, our study found that for significant impact auto-play video ads with audio on only need 25% in view for 2 seconds.

Following the insightful presentation, Suzanne Vranica of the Wall Street Journal moderated a panel discussion featuring Gail Horwood from Johnson & Johnson, Mitchell Weinstein from Magna Global, Zach Putman from ABC Television, Ian Wallin from Integral Ad Science, and Howard Mittman from GQ. The panelists talked about a wide range of issues surrounding ad viewability, including vendor standards, ad fraud, and different perspectives on finding solutions for viewability issues. “Viewability is not an entry point, it should be an exit point,” Gail Horwood remarked, pointing out the importance of focusing on delivering ads in an impactful, viewable manner. Mitchell Weinstein concurred by saying that “for agencies, viewability is really about only paying for the ads that are seen.” Overall, the panelists agreed that viewability is a crucial issue that the digital ad industry needs to overcome. While achieving 100% viewability is practically impossible, striving for better viewability via developing new standards and eliminating fraudulent ads is not the ultimate goal, but rather a means for clearing the path to reach the consumer audience.

Twitter Promises Full Viewability With Auto-Play Video Ads

Read original story on: AdWeek

Twitter has been testing its auto-playing video ads for a couple of months now, and this week it has finally started rolling out this new ad unit on users’ feeds. Pioneered by Facebook and YouTube, auto-playing video has become a standard ad format on social media, which gains the support of brands and advertisers alike for its supposedly stronger impact.

Moreover, the social media is taking a stand against viewability, an issue hindering the growth of digital video ads, as it is promising only to charge on video ads that have been seen 100 percent in full view of the user for more than 3 seconds. Considering that a study claims that nearly 25% of video ad views are fraudulent, this bold promise, combined with its pay-per-view pricing structure, would undoubtedly appeal to the advertisers, and hopefully, help Twitter to catch up with other social platforms in terms of monetization.

Event Recap: Ad Age Digital Conference 2015, Day One

Top industry reporters and some of the biggest brand, technology, and media leaders—including the IPG Media Lab!— gathered for the annual Ad Age Digital Conference to discuss what the “post-digital” world means for advertisers. Some of the key takeaways from Day One included:

Time As The New Metric
According to an AdAge survey, over 80% of the industry is concerned about viewability, which was addressed head-on during the very first two panels. Rather than worry about pixel counting or frequency of exposure, time spent in front of an ad is emerging as the crucial metric. While CPMs have an unlimited inventory, there are only so many hours in a day, which limits inventory. This allows prices to rise, which is particularly exciting to quality-based publishers who have higher levels of engagement. As Lisa Valentino from Conde Nast pointed out, “The more value you can show, the more it should impact your pricing.”

Leverage Fan Engagement Into Story-Making
Authentic marketing requires a “relentless customer-centricity”, as Tressie Lieberman from Taco Bell called it. Tapping into the creativity of their fanbases, leading brands are shifting away from traditional storytelling models to a “story-making” approach, where they actively co-create engaging brand communications.

Brands Sneaking Into The Private Messaging Space
As Ben Huh, CEO of The Cheezburger Network, noted, brands have mostly been locked out of most chat apps—an ecosystem that today’s Millennials spent most of their time in. But with more and more messaging apps expanding into media platforms, brands now have a chance to enter that coveted space without being intrusive, as long as they adopt a “friend and explorer” mentality. In order to do so, Tami Bhaumik from Lyve recommended brands to serve content at the right time by taking the customer’s stage in the sales funnel into consideration.

4 P’s, 4 C’s
Customers have more choices than ever in terms of brands, content, and access: it’s estimated that by 2020, people will use 10 connected devices. As a result, the traditional 4 P’s of marketing—product, price, place, and promotion—have been replaced with a modified framework, the 4 C’s: choice, convenience, cross-device, and creative sequencing. 

Check back tomorrow for continuing coverage from the Ad Age Digital Conference.