High Viewability Expectations Can Harm Campaign Performance: Quantcast Report

Healthcare Technology and Monitoring Medical As Art
SHARE
THIS



While it might be one of the most desired measurements the industry is hoping will become a widespread reality soon, research from technology firm Quantcast warns against high expectations on viewability, saying some aspects of the standard can’t be measured and will harm campaign performance.

The study entitled ‘Viewability: What smart marketers need to know’ – which is available for download here – looks at the state of viewability currently within the UK, and the various “hard truths” about it.

In a blog post from UK managing director Matt White, viewability can sometimes be “more hindrance than help”.

“Many advertisers are now asking for 100 per cent viewability but, as an industry, are we being too quick to ask so much?”

At the moment, an ad is deemed viewable if more than 50 per cent of its pixels are on screen for at least one second, or at least two seconds for a video ad. The definitions were created by the Media Rating Council (MRC) and currently there isn’t a standard for mobile.

However, while many agencies around the world – and here in Australia such as GroupM and IPG Mediabrands – are pushing forwards in the quest to trade on viewable impressions, the study from Quantcast said on average some ten per cent of inventory “cannot be measured for viewability due to lacking the information necessary for measurement”.

“This means that high-value consumers may appear on inventory that can’t be measured,” the report continued. “Even though these ads may be viewable they will not be defined that way. If an advertiser is measuring to a strict viewability goal this can harm campaign performance.”

The study also suggested there are “missed opportunities” when vendor discrepancy gets in the way. Which is why agencies are urged to use an accredited vendor – a company that has been deemed reliable by the MRC.

The issue with this though, as Alice Manners, CEO of industry body IAB, pointed out, is that there are numerous vendors accredited by the MRC and they don’t all measure the same.

In a recent article where we looked at the overall state of the nation of viewability, following GroupM’s foray into the space, Manners recommended buyers and sellers agree on a vendor from the very start.

However, in the UK, Quantcast noted the average discrepancy between vendors is around seven per cent. The maximum is at 33 per cent. The study didn’t have data on the discrepancy in Australia.

In other “hard truths” about viewability, Quantcast found there is limited inventory available for spots that would have very high viewability, as well as the common misconception an ad at the top of a webpage (known as an ad above-the-fold (ATF)) is better for viewability.

“Many marketers assume that ATF makes for higher viewability,” said the report. “However Quantcast research shows that ATF is a poor proxy for viewability, with one exchange at only 44 per cent viewability rate on ATF inventory.”

And finally, the report puts a firm stance on whether 100 per cent viewability is achievable right now – the answer is “no”, with the reasons being user behaviour is unpredictable and the technology just isn’t there yet.

“Viewability will, and certainly must, continue to be focus for the industry, with new ad formats continually being developed that help increase the volume of viewable inventory. However, this research highlights that, for now, there is still a compromise to be made in terms of pricing and performance, if viewability is a priority.”

 

Latest News

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]