High Viewability Expectations Can Harm Campaign Performance: Quantcast Report
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.”
Please login with linkedin to comment
Advertising Standards Bureau einsights focused media solutions john hegartyLatest News
Shopify Partners With The Peers Project To Support Millennial Leaders Podcast
Leading Australian podcast agency, The Peers Project, has partnered with global e-commerce company, Shopify, to amplify diverse millennial voices through the podcast series ‘Peers2Peers’. The 150 episode podcast, powered by Shopify, showcases the entrepreneurship and personal journeys of inspiring millennial leaders from across the globe. The podcast provides real life advice from young leaders and […]
Monday TV Wrap: Dancing With The Stars Loses Viewers Post-Premiere
Despite a strong launch on Sunday night, Dancing With The Stars: All Stars had a drop of 186,000 for Monday night’s show, ultimately waltzing away with 558,000 viewers. Episode two introduced a new group of competing celebrities and saw model and actress Erin McNaught get eliminated after her Viennese waltz failed to win over the […]
Beckham Chucks Donuts In Slightly Dangerous Debut For Maserati
David Beckham has been announced as the new global brand ambassador of Maserati and has revealed his first work for the famous Italian marque. The accompanying TVC sees Beckham, 45, doing donuts in a Miami parking lot with his new Maserati SUV, the Levante Trofeo, all while dressed as an extra from Miami Vice. The […]
Increasing Presence Of Audio Prompts Launch Of S&W Sonic Branding
Globally awarded Sydney sound-house Smith and Western have officially launched a new audio branding agency, S&W Sonic Branding.
Barilla & Publicis Italy Show The Healing Power Of Pasta In New Global Campaign
Barilla repositions itself on a global level with a new Global Brand Campaign signed by Publicis Italy, which puts emotions back at the core of its communication and marks a new strategic path for the brand worldwide. As in the memorable campaigns of the past, the brand speaks to people’s hearts giving a special value […]
Colin Jowell Joins DDB’s Tribal As Its First Chief Strategy Officer
Tribal Australia, part of DDB Group, has hired Colin Jowell (left in main photo) as its first-ever chief strategy officer, further bolstering its strategic capabilities and credentials. Jowell was most recently at KPMG as part of the consultancy firm’s Customer, Brand and Marketing advisory. Jowell first joined KPMG in 2018 following its acquisition of UDKU, […]
InMoment Accelerates Asia-Pacific Growth With Appointment Of Carl Kimball As VP Sales
InMoment, the leading provider of experience improvement (XI), today announces that Carl Kimball has joined the company as sales leader to bolster InMoment’s rapid growth across Asia Pacific and Japan (APJ).
Initiative Melbourne Wins Plush Sofa’s Media
Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately. Plush Sofas is a national retailer founded in Victoria over 20 years ago with a retail network of 46 showrooms across Australia. It is the leading sofa and lounge specialist, known for high-quality products, customisable range, […]
Nicole Kidman Voices Global Campaign For Healthcare Firm H&H
H&H Group (parent company of Biostime, Swisse, Solid Gold, Dodie, Good Goût, and Aurelia Probiotic Skincare) stands for Health and Happiness, a sentiment that extends to everything they do. To celebrate these values and the Group’s shared culture across their teams in Asia-Pacific, Europe, North America and Oceania, the Group has partnered with creative studio […]
Jean-Michael Wu Appointed Head Of Talent At TotallyAwesome
One of Asia Pacific’s most experienced human resources leaders, Jean-Michel Wu, has been appointed Head of Talent at TotallyAwesome. The new position will see Jean-Michel Wu work with TotallyAwesome CEO, Will Anstee, and a growing regional management team TotallyAwesome provides a forum for kids, teens and families to safely interact with brands across thousands of […]
Cannes Lions Announces 2021 Jury Members
Cannes Lions has today announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new […]
Former Webjet Marketing Manager Hayley Rathbone Joins Taguchi
Taguchi is a digital marketing platform. B&T apologises for mistaking it with the Tamagotchi in our earlier reporting.
Nine, John Hewson Settle Defamation Suit On Eve Of Trial
Nine and John Hewson have settled their defamation suit. Yet further proof of the assuaging nature of a large cheque.
Chartered Accountants Celebrates Accountants As ‘Difference Makers’ In Global Campaign Via JOY
Accountants say no need to constantly avoid us at parties in new advertising campaign via independent agency JOY.
Aussie Apples Unveil New Brand Platform Via TBWA Sydney And Atomic 212°
"An apple a day keeps the doctor away!" Well, that definitely wouldn't be the case if an apple tree fell on you.
Freeview Australia Brings Together Free-TV Broadcasters On Integrated HbbTV Service
Freeview Australia attempts to de-murk the rather murky world of television measurement with latest industry tool.
ATTENTION: Nominations Open For B&T’s Inaugural CMO Power List!
B&T's CMO power list is sure to be an industry hot potato! As in controversial, not likely to cause burns & blistering.
adidas Releases Special 4/20 Shoe With A South Park Twist
These adidas/South Park hybrids are set be a hit in trainer-obsessed adland. Although we can't see Sir Martin in a pair.
“Put Vera Back On!” Viewers Fume Over ‘Too Much’ Prince Philip Coverage
Costa Georgiadis assumes the title of the world's most famous Greek following the passing of Uncle Phil on Friday.
Brian White Scholarship Opens For Aspiring Radio News Broadcasters
This scholarship is aimed at aspiring radio news broadcasters, plus you don't need be an opinionated arsehole to enter.
This Is Flow Adds Global Business 1800-GOT-JUNK?
1800-GOT-JUNK may sound like a gay erotic film, however, as you'll learn here it's actually a rubbish removal business.
Five By Five Produces Animation Series For Gigabyte
Arguably animated ads are just another reason not to spend three years in an expensive acting course.
Heinz Launches Limited Edition ‘Footy Ketchup’ Bottles For AFL Fans
Nothing says 'footy' quite like a pie and sauce, does it? That and screaming vile obscenities at your television set.
Network 10 Conducting Company-Wide Culture Review
Network 10 conducting a company-wide culture review. 'Trial By Kyle' repeatedly coming up in a lot of people's answers.
Study: Australians Spend 17 Years In A Lifetime On Phones
Study finds Aussies are spending 17 years on their phones. Double that if you've ever tried phoning a bank's helpline.
The Rise Of The Content Creator & Why Every Brand Needs One
Columnist argues every brand needs to tell a great story. Ideally, not the time it rained on your holiday to The Goldie.
Sunday TV Wrap: Schapelle Gives Dancing With The Stars Its Best Launch Since 2015
Thankfully Schapelle wisely avoided any Cypress Hill or Miley Cyrus for her dancing debut on Seven last night.
How Gen Z Is Tackling Issues Of Diversity With UNiDAYS’ Viviane Paxinos
Here UNiDAYS' Viviane Paxinos talks Gen Z and diversity. A predilection for lower case i's isn't touched on.
How To Balance Fact-Based Decision Making With Trusting Your Intuition
Kay Bretz (main photo), author of Turning Right: Inspire the Magic, is a facilitator of transformation, executive coach, inspirational speaker and ultra-marathon runner in his spare time. In this guest spot, he dissects the merits of the “fact VS gut” instinct debate… Throughout my life I learned that being rationale was paramount. My parents taught […]
WPP AUNZ Reaffirms Guidance Ahead Of Proposed Acquisition By WPP PLC
This peek into WPP AUNZ's numbers is like a trip to H&R Block minus the plastic fern and the musty, damp smell.
