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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in