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

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in