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

Blog Posts

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in