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.”
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]