IAB launches inaugural ad viewability data benchmarks

Interactive Advertising Bureau releases the first in its new series of biannual whitepapers based on Australia digital advertising viewability data

The Interactive Advertising Bureau (IAB) Australia is claiming a world-first after launching its inaugural edition of digital advertising viewability benchmarks based on industry data.

The association has partnered with PricewaterhouseCoopers to collect benchmarking industry data from Comscore, Integral Ad Science and Moat, which will be published in a biannual format. The viewability approach is based on seven principles now outlines in the IAB’s Viewability White Paper, released today and produced by a taskforce including other media publishers, agencies and vendors such as Carsales, TubeMogul, Google, News Corp, OMD, Starcom, Telstra and Yahoo!7.

The principles are:

  1. The IAB viewability standard is the MRC (US Media Rating Council) standard
  2. The IAB is committed to driving viewability
  3. Non-viewable and non-measurable does not equal fraud
  4. Independent measurement is an absolute necessity to measure viewability
  5. The IAB will work with the vendors to publish viewability benchmarks every six months
  6. The IAB encourages publishes, agencies and clients to work together to drive continuous improvement
  7. The IAB recognises the importance of viewability but notes other variables drive business returns

According to the inaugural report benchmark data, viewability rates for direct buys in Australia are significantly higher than inventory purchased through programmatic means on both desktop and mobile formats. The report found 56.4 per cent of publisher direct ads were viewable on desktops, versus 44.9 per cent via programmatic buying. On mobile, 55.9 per cent of publisher direct ads were viewable, versus 45 per cent of programmatic.

The report also highlighted significant differences between different types of desktop formats, with 160 x 600 the most viewable (75.8 per cent), followed by 300 x 600 (71.1 per cent). The least viewable ad format was 300 x 250 at 45.2 per cent.

IAB director of research, Gai Le Roy, put this variance down to a combination of site design, the ad position on a page and also whether the creative ad unit uses LEAN digital advertising principles (light, encrypted, ad choice support and non-invasive).

The IAB said viewability is the “opportunity to see” rather than a measurement of engagement or ad effectiveness, setting it out as a baseline for measuring advertising efficiency. IAB CEO, Vijay Solanki, said the association has tried to simplify the complex task of explaining viewability where it can.

“While viewability is important, there are other variables to consider,” he pointed out. “We look forward to healthy engagement on the whitepaper as we work with the industry to take this work forward.”

According to recent State of the Industry: Marketing and Advertising Technology Report, commissioned by the IAB, ad agencies and marketers are endeavouring to take better control of ad spending and campaign monitoring with increasing use of tracking technologies. On the top five list of technologies in the report were attribution modelling, ad viewability tracking, DSPs, tag management and DMPs.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in