ThinkTV: New Research Fuels Online Viewability Debate

ThinkTV: New Research Fuels Online Viewability Debate
SHARE
THIS



With the advertising industry up in arms yet again around the minimum online viewability standard, Australian media academic, Professor Karen Nelson-Field, University of Adelaide and her colleague, Dr Erica Riebe, have made some global waves with their latest research that challenges the status quo.

The current viewability standard is a two-part metric based on the proportion of pixels in an advertisement that are displayed on screen, and the length of time for which they appear. For online video, at least 50 per cent of the video must be visible for at least two continuous seconds to be counted as a ‘chargeable’ view.

But in the September issue of WARC, Nelson-Field challenges the minimum threshold set in 2014 and questions the impact on advertising effectiveness when only 50 per cent in view is considered acceptable.

“Our research was based on the sensible premise that if an audience can’t see the ad then how could it possibly make a difference,” Nelson-Field said.

Professor Karen Nelson-Field (ReThink TV)

Professor Karen Nelson-Field at ReThink TV this morning in Sydney.

She suggests that while there has been a huge amount of work done to consider viewability with regard to transparency and ad fraud, very little work has considered the real impact on sales and attention when an ad is seen at less than 100 per cent.

“Bringing viewability standards to market has brought accountability to an unaccountable industry, and the MRC and its partners should be commended for their ability to rally an industry so quickly. However, our research takes the side of the advertiser and quite simply considers whether a higher threshold would deliver more sales to advertisers,” Nelson- Field said.

The main findings from the research include:

  • The current minimum threshold standard does drive an impact, but there is material uplift in sales above 50 per cent pixels and two seconds.
  • Differences in sales impact build (quickly) with increases in viewability as the relationship between pixels and sales is strong.
  • Pixels matter the most as gains in sales come more from increases in  percentage of pixels on screen than from time on screen; the impact split around 70:30.
  • 100 per cent pixels consistently outperforms the standard, by twice as much, regardless of time on screen.

Nelson-Field also noted a commercial downside for platforms if the MRC standard were to increase:

“Any increase in the standard will hit Facebook and YouTube where it hurts – it would affect the number of videos they could commercialise. We can see from our data that an increase in pixels would sting more than time. But an increase in pixels matters more to brand owners for gaining attention and sales, so I guess therein lies the sweet-spot dilemma.”

This research is part of a bigger study using bespoke technology including ad tagging and eye-tracking software, exposing 2583 Australians to some 18,219 advertisements under natural viewing conditions in the home. Respondents were then tasked to go shopping in an online shopping mall, where they were able to consider up to 38,745 different brands including the ones they were exposed to in the study’s advertising.

According to Nelson-Field, “The nature of the technology, and the scale of the study, meant we could measure other metrics that are related to opportunity to see. We considered the proportion of the screen that the ad occupied in addition to the proportion of ad pixels on screen. This helped us understand whether distractions on screen hinder the sale regardless of the proportion of pixels displayed.

“We found that coverage extended the impact of pixels. So 100 per cent pixels covering a larger proportion of the screen has a greater impact (in sales) than 100 per cent pixels covering a smaller proportion of the screen.

“This is especially exciting for video formats that are full screen, as it guarantees better performance over those that are not.”

At a bare minimum, the authors suggest this research calls out the need for the global industry to review the current MRC viewability standard for video, advancing new criteria that acknowledge the interests of brand owners.

Equally, Nelson-Field says this research highlights the need for industry to think about a more advanced future currency that transcends media type and includes a heavier weighting to visibility as a consideration of both pixels and coverage.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]