HOW TO BUILD OWN ‘STANDARD’VIEWABILITY FOR ADVERTISERS

MRC STANDARD

▸ AT LEAST 50% OF VIDEO PLAYER IS VISIBLE ON AN AUDIENCE'S SCREEN FOR AT LEAST TWO CONSECUTIVE SECONDS

HOW DOES THE INDUSTRY MEASURE VIEWABILITY?

DOES MRC STANDARD GUARANTEE AD EFFECTIVENESS?

CLIENTS HAVE MUCH GREATER EXPECTATIONS FOR THE STANDARD

ONLY TWO PARAMETERS TO CHANGE

TWO-DIMENSIONAL SPACE

1) TIME IN VIEW 2) PERCENT IN VIEW

SHIFT FROM QUANTITATIVE METRICS TO QUALITATIVE

REAL AD EFFECTIVENESS

▸ PROPRIETARY BRAND LIFT SURVEY

▸ MEASUREMENT OF ALL VIDEO CAMPAIGNS ON WEEKLY BASIS, 100+ CAMPAIGNS IN A YEAR, ONLINE DASHBOARD

▸ ALL STANDARD BRAND-METRICS AS BRAND AWARENESS, AD RECALL, PURCHASE INTENT, KEY MESSAGES DELIVERY AND ANY CUSTOM MEASURING

▸ STANDARD DIVISION BY DEMOGRAPHICS, PUBLISHERS, TV VIEWING, CONTACT FREQUENCY AND ANY CUSTOM ATTRIBUTE

▸ FAST AND ACTIONABLE RESULTS

is:

WE CAN LINK ANY IMPRESSION ATTRIBUTE WITH BRAND METRICS

THE HYPOTHESIS IS FORMULATED BEFORE THE

PLACEMENT

AUDIENCE SEGMENT IS COLLECTING ACCORDING TO THE

HYPOTHESIS

DATA IS TRANSMITTED TO BRANDPULSE RESEASRCH FOR

ANALYSIS AND COMPARISON

REAL AD EFFECTIVENESS

FOUR SCENARIOS WERE TESTED WITH DIFFERENT TIME IN VIEW

CONTROL OF VIEWABILITY

2+ SECONDS IN VIEW

4+ SECONDS IN VIEW

7+ SECONDS IN VIEW

10+ SECONDS IN VIEW

+ 50% IN VIEW

VIEWABILITY IS HIGHLY RELATED TO AD RECALL

+ 10 P.P.

Did't contact Without viewability control

100% viewable by MRC

+ 7 P.P.

Did't contact Without viewability control

100% viewable by MRC

CAMPAIGN #1 CAMPAIGN #2

AD RECALL

DOES VIEWABILITY HAVE IMPACT ON BRAND METRICS?

BUT TESTS DIDN’T SHOW IMPACT OF TIME IN VIEW ON AD RECALL

+ 10 P.P. + 11 P.P. + 8 P.P. + 11 P.P.

2+ sec 4+ sec 7+ sec 10+ sec

+ 7 P.P. + 5 P.P. + 6 P.P. + 3* P.P.

2+ sec 4+ sec 7+ sec 10+ sec

WITHOUT VIEWABILITY CONTROL CONTACT WITH VIDEO, SECONDS

CAMPAIGN #1 CAMPAIGN #2

AD RECALL

* statistically insignificant change

WHERE IS MY BEST OPTION?

SHOULD I HAVE A 100% VIEWABILITY RATE?

ALSO NOT ALWAYS YOU HAVE REASON TO GAIN RATE TO 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ad re

call

Viewability rate

PLATEAU

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ad re

call

Viewability rate

PLATEAU

CAMPAIGN #1 CAMPAIGN #2

OUR AIM IN NOT TO CONFIRM OR DENY EXISTING MRC STANDARD, ONLY UNDERSTAND HOW VIEWABILITY AND VIEWABILITY RATE INFLUENCE BRAND EFFECTIVENESS

DISCLAIMER

Artyom Khokhlov

Artyom.Khokhlov@initiativemedia.ru