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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Commercial.

Djordje Milutinovich

​Understanding customer experience from the inside out

Read more

Latest Podcast

More podcasts

Sign in