The Inevitability of Viewability

8/11/2019 The Inevitability of Viewability

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The Inevitability ofViewability

John Montgomery

GroupM 23/11/13

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GroupM Confidential2


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Cross platform measurement

Accountability and confidence


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GroupM Confidential

Here is what is holdingus back

A flawed definition of a vital currency the digital impression

Clients cannot estimate cross platform reach

Critical that we have a standard measurement across the industry

How do we convince our clients to pay for impressions that are notviewable?

Premium, quality inventory suffers at the hands of less reputableplayers

and here is the good news.

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MS and Viewability:a cross industry initiative to address the issues that are Holding backsignificant digital spending

2011: Define the opportunity, the outcome2012

Pilot viewable impression testing MRC certification of providers (research, verification, ad-serving)2013 Test, test and test again vendor reconciliation/measurability Communication to stakeholders Establish MRC as standard2014

Launch Q1, 2014 Phase 2, Digital GRP

This has to be right first time


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GroupM Confidential

Measurement Improvements Fuel Media Growth

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Linear vs. C3 Circulation vs. Audience

Road Traffic Countvs. TAB Ratings


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The Good NewsTechnical challenges largely overcome Measurability rates up to between 75-90% Ability to deal with nested iFrames Consistency between vendors now acceptable Definition excludes fraudulent impressions = better accountability

Viewability guidelines will include video ready for launch in 2014

A viewable impression is defined as an ad unit thatappears in view to a web user accounting for adplacement, screen size, screen resolution, bounce rateand multiple browser tabs or multiple applicationwindows open on a PC screen. The working minimumexposure guideline is that 50% of an ad unit should bein view for at least one second for the ad exposure tobe counted as viewable.


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What will Viewability do for the digital business?

Increased accountability More confidence in the digital medium Great news for premium publishers Bad news for commoditization Holds digital media to the highest standard of measurement

A consistent form of measurement that will enable cross platform comparison GRP currency Vendors (Nielsen OCR, Comscore VCE) now able to develop models with

a verified impression Cross platform planning to compare options to achieve audience reach More efficient demo target planning with reach and frequency metric

Improved measure of audience reach From gross impressions to verified demographic impressions


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More reasons to use Digital!


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The Inevitability of Viewability