{"id":1523,"date":"2016-11-03T12:21:02","date_gmt":"2016-11-03T16:21:02","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1523"},"modified":"2021-01-08T16:52:03","modified_gmt":"2021-01-08T21:52:03","slug":"3-ways-to-overcome-the-viewability-gap-between-measurement-and-expectations","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/3-ways-to-overcome-the-viewability-gap-between-measurement-and-expectations\/","title":{"rendered":"3 Ways To Overcome The Viewability Gap Between Measurement And Expectations"},"content":{"rendered":"
\"Joan
Joan Brehl<\/figcaption><\/figure>\n

In a comprehensive new series titled the 2016 Guide to Media Transparency, the Alliance for Audited Media (AAM) talks to leaders from all sides of the industry to better understand the issues and how to build more accountability and transparency between parties for the long-term success of digital media. AAM has been sharing tips with ACA readers on solving problems with viewability, adblocking and general transparency. In Joan Brehl\u2019s previous columns, she shared four tips for advertisers to root out digital ad fraud<\/a> and three steps advertisers can take to clear up the confusion in programmatic buying<\/a>. This column focuses on the viewable impression and how the industry can improve and better define the baseline standards.<\/em><\/p>\n

Five years ago the term \u201cviewability\u201d started to take root in the digital advertising world. Media buyers began questioning whether their ads were being seen by humans. Flash forward to 2013. The topic of viewability dominated headlines and stirred discussions= on all sides of the industry about the possibility of transacting on a new currency\u2014viewable ad impressions.<\/p>\n

Now, while the industry has made significant strides in defining a viewable ad impression, the question of whether it is a viable form of currency is still up for debate. The lingering issues rest on the dichotomy between measurement and expectations.<\/p>\n

Measurement<\/h3>\n

First, the industry set standards around what is considered \u201cin view.\u201d Then, new companies entered the market to measure ads to the standards, each with their own methodology.<\/p>\n

\u201cWe have industry definitions of viewability. However, there are multiple vendors for viewability,\u201d explained Jeff Holecko<\/a>, senior brand manager for Kimberly-Clark North America. \u201cWe even have agencies creating their own viewable standards. That\u2019s creating issues. We need a single standard that buyers and sellers agree to, plan on and reconcile against.\u201d<\/p>\n

Expectations<\/h3>\n

The industry is working to standardize how buyers and sellers transact on viewable ad impressions. But paying for viewable ad impressions means different things to different sides of the industry.<\/p>\n

\u201cThere are still disparate points of view as to how long an ad should be on the page before it\u2019s deemed viewable,\u201d explained Ted Boyd<\/a>, CEO of ad agency Brandworks International. \u201cThe biggest opportunity is to continue to hammer out what, from a user\u2019s point of view, constitutes a viewable impression of any kind of media.\u201d<\/p>\n

How Industry Standards Measure Up<\/h3>\n

In 2014, the MRC implemented interim guidelines stating that display ads have to be at least 50 percent in view for at least one second to be considered \u201cviewable.\u201d Two versions of the guidelines and one iteration for mobile later, many media buyers are demanding stricter standards, including 100 percent viewability, a movement championed by GroupM and supported by Canadian advertisers like L\u2019Or\u00e9al.<\/p>\n

\u201cI find the definition of viewability pretty weak,\u201d explained Khoi Truong<\/a>, director of media and data optimization at L\u2019Or\u00e9al Canada. \u201cThe MRC baseline standard is 50 percent of the ad in view for one second for display and two seconds for video. That\u2019s not very impactful. <\/p>\n

\u201cI know GroupM has a new definition for viewability which set the standard higher to 100 percent of pixels in view. This is a much stronger definition and I believe the industry has to put the higher standard in place for viewability. A stronger definition means the challenge becomes finding the right inventory.\u201d<\/p>\n

There are steps you can take now to improve viewability while the industry continues to work toward an agreed-upon definition.<\/p>\n

3 Ways to Improve Viewability<\/h3>\n
    \n
  1. Know your partners<\/strong>
    \nIndustry certifications bring transparency to measurement procedures and build trust into media transactions. Working with certified media partners not only ensures proper measurement procedures, but also guarantees buyers that their money is in good hands.<\/p>\n

    Certifications come in many forms. Ad tech vendors have the option of becoming certified to industry guidelines and standards published by organizations such as the MRC and IAB. Publishers can also become part of the solution be agreeing to use certified vendors.<\/p>\n

    \u201cMarketers need to demand more accountability to be on part with what they require in traditional media,\u201d said Steve Guenther, vice president of digital auditing services at the Alliance for Audited Media. \u201cIf a company is compliant with industry guidelines and best practices and goes through the certification process, they\u2019re committed to being good stewards of the advertiser\u2019s dollar.\u201d<\/li>\n

  2. Support the companies and associations focused on transparency<\/strong>
    \nHow can buyers and publishers work together to bring trust and transparency to transacting on viewable ad impressions?
    \nFor many buyers and publishers, the answer starts with true collaboration.<\/p>\n

    \u201cIt\u2019s going to take a collective effort to solve these issues, starting with the ANA, 4A\u2019s, IAB, TAG, MRC and the AAM,\u201d Holecko said. \u201cIt shouldn\u2019t exclude other associations because everyone sells digital regardless of your legacy media. One group isn\u2019t going to be able to tackle it alone.\u201d<\/li>\n

  3. Keep tabs on the industry\u2019s evolving standards<\/strong>
    \nIt\u2019s clear that many in the industry believe that the standards around viewability are going to continue to evolve. Be an advocate for standards that better reflect the realities of the industry. You can start doing this by following the IAB and their work under 3MS, as well as the MMA and MRC. These organizations, along with AAM, are constantly evaluating and evolving the current standards.<\/p>\n

    Some, like MediaCom Canada\u2019s Senior Vice President of Digital Strategy Dominik Majka, believe the industry may need to adjust its expectations.<\/p>\n

    \u201cThe industry says we\u2019re all on the same page, but we have clashing objectives because publishers need to monetize their websites and not all of the websites are exclusively represented,\u201d said Majka. \u201cIt\u2019s impossible to have high viewability at the current pricing model. They need to redefine how to price based on viewability and allow publishers to actually run their business.\u201d<\/p>\n

    Boyd agrees that more work needs to be done.<\/p>\n

    \u201cWe need to continue to force the conversations on viewability to a conclusion where everybody\u2019s not quite happy,\u201d he added. \u201cIf one group is happy and another one isn\u2019t, that\u2019s not a perfect deal. But if everyone comes away from the negotiating table a little bit unhappy, we\u2019re probably pretty close to something that works.\u201d<\/li>\n<\/ol>\n

    To take a closer look at viewability by the numbers and get a behind-the-scenes take at how an audit measures ads that are in view, read the full white paper: Addressing the Dichotomy of Ad Viewability<\/a>. You can also sign up to receive the entire series delivered to your inbox.<\/p>\n

    Joan Brehl is vice president and general manager for AAM\u2019s Canadian services. As such, she develops new strategic business opportunities in print, digital, mobile and other media channels to promote AAM Canada and its clients. You can reach her at joan.brehl@auditedmedia.com<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    In a comprehensive new series titled the 2016 Guide to Media Transparency, the Alliance for Audited Media (AAM) talks to leaders from all sides of the industry to better understand the issues and how to build more accountability and transparency between parties for the long-term success of digital media. AAM has been sharing tips with […]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[193,161],"tags":[242,609,610,611,612,475,613,614,590,592,615],"acf":[],"yoast_head":"\n3 Ways To Overcome The Viewability Gap Between Measurement And Expectations | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2016\/3-ways-to-overcome-the-viewability-gap-between-measurement-and-expectations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Ways To Overcome The Viewability Gap Between Measurement And Expectations | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"In a comprehensive new series titled the 2016 Guide to Media Transparency, the Alliance for Audited Media (AAM) talks to leaders from all sides of the industry to better understand the issues and how to build more accountability and transparency between parties for the long-term success of digital media. 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