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IAB Sweden: Viewability Task Force
17 June 2015
Stuart Wilkinson, Head Of Industry Relations EMEA
comScore
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IAB Europe - Measurement Blueprint
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IAB Europe Brand Advertising Framework
A set of brand advertising
initiatives
Ad Formats Metrics & KPIs Quality &
Audience
Segments
Quality agenda being
developed Q1 2015
Measurement
Blueprint
The Brand Advertising Framework:
Aims to address:
• Insufficient brand
spend online
• Fragmentation of
mobile ad formats
• Video inventory
limited
• Measurement debate
IAB Europe’s Brand Advertising Committee’s
mission is to drive brand investment into
digital by providing Brand Advertisers with a
reliable and trusted Brand Advertising
Framework for the converging digital and
traditional media environment. The Mobile
Brand Builders are part of this Framework.
PC & Tablet In-Page
Brand Builders
Mobile Brand
Builders
© comScore, Inc. Proprietary.
Measurement priorities
Better understanding of how online
channels works for brand
advertising campaigns
Cross media evaluations
Industry wide accepted online measurement
currency
Agreed core set of effectiveness
KPIs
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Viewability measurement exposes a
new industry challenge.
© comScore, Inc. Proprietary. 6
$-
$4.00
$8.00
$12.00
$16.00
$20.00
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CP
M P
ric
e
Average In-View Rate
Low Correlation of In-View Rates to CPMs
A market lacking transparency?
Viewability measurement can help better align price and value
6 © comScore, Inc. Proprietary. Source: comScore Custom Analysis, U.S., Q2 2014
© comScore, Inc. Proprietary. 7
In-view: why 100% isn’t realistic
User leaves page
before 1 second
Non-human traffic drives
up impression counts,
when a person never
actually saw the ad
User’s browser isn’t
on full-screen setting
© comScore, Inc. Proprietary. 8
51%
Spain
50%
Italy
41%
France 38%
UK
8 © comScore, Inc. Proprietary.
comScore in-view benchmarks
Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.
© comScore, Inc. Proprietary. 9 © comScore, Inc. Proprietary.
Source: comScore vCE, 2012-2013, Global.
Premium is defined by Ad Metrix as having an average CPM above USD $5.00 and an average monthly ad revenue of $100,000.
% Ads Viewable by Placement Type
Viewability rates vary by publisher and placement
© comScore, Inc. Proprietary. 10
comScore’s has developed a set of integrated services to
fulfil many industry needs
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Validated Campaign Measurement
© comScore, Inc. Proprietary. 12
Digital campaign validation now consists of multiple layers
AD
BRAND SAFE
CONTENT VIEWABILITY
NON-HUMAN
TRAFFIC
AUDIENCES &
HUMAN GRP
© comScore, Inc. Proprietary. 13
In-View & NHT Standards still evolving & varied compliance
BRAND SAFE
CONTENT VIEWABILITY
NON-HUMAN
TRAFFIC
AUDIENCES &
HUMAN GRP
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 14
How the advertiser starts to see it.
Big is not necessarilly beautiful if its
not measured correctly.
© comScore, Inc. Proprietary. 15
Partial Compliance often preferred, but limits Brand/Sales Lift
VENDOR A VIEWABILITY
VENDOR B VIEWABILITY
60%
50%
VENDOR B VIEWABILITY
70%
MAJOR OPTIMISATION
VENDOR A VIEWABILITY VENDOR A VIEWABILITY
MINOR OPTIMISATION
BRAND/SALES LIFT
$
+30% vs. original campaign
BRAND/SALES LIFT
$
+15% vs. original campaign
$
“70%” “60%”
With weak standards compliance
& NHT Removal
With weak standards compliance
& NHT Removal
With robust standards compliance
& NHT Removal
With robust standards compliance
& NHT Removal
SAMPLE CAMPAIGN 1
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Increased validated/in-target rates greatly improve brand lift
Display guarantees:
80-100% validated delivery
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Trust in metrics requires standards
Standards require compliance
Compliance requires audits
Audits account for discrepancies
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Industry organizations in the US created the
Making Measurement Make Sense Initiative (3MS)
US Standards: Making Measurement Make Sense
© comScore, Inc. Proprietary. 19
Principle 1.
Move to a “viewable impressions” standard and count real exposures online.
Principle 2.
Online advertising must migrate to a currency based on audience impressions, not gross ad
impressions.
Principle 3.
Because all ad units are not created equal, we must create a transparent classification system.
Principle 4.
Determine interactivity “metrics that matter” for brand marketers, so that marketers can better
evaluate online's contribution to brand building.
Principle 5.
Digital media measurement must become increasingly comparable and integrated
3MS: 5 Guiding Principles
© comScore, Inc. Proprietary. 20
IAB define the 3MS standard for display and video
Video: 50% of player in view for at least
2 consecutive seconds
Display:
50% of ad in view for at least
1 second
© comScore, Inc. Proprietary. 21
comScore Integral Ad Science DoubleVerify MOAT
Viewability Capabilities
Technology Approach Page Geometry / Browser
Optimization
Page Geometry / Browser Optimization Page Geometry Page Geometry / Browser
Optimization
Capabilities Within
Cross-Domain
iFrames
Can measure viewability for cross
domain iFrame situations for
supported versions of all major
desktop browsers (requires Flash
capabilities in certain instances).
Can measure viewability for cross
domain iFrame situations for supported
versions of all major desktop browsers
(requires Flash capabilities in certain
instances).
Can measure viewability for cross
domain iFrame situations where the ad
appears in a non--‐WebKit browser
environment (i.e, in browsers other
than Chrome or Safari)
Can measure viewability for cross
domain iFrame situations where the ad
appears in browsers other than Opera
(requires Flash Capabilities in limited
instances).
Use of projection No use of projection for viewability.
Reports viewability only for those
impressions it measures in the vCE--‐ Validation product.
No use of projection for viewability.
Reports viewability only for those
impressions it measures.
Uses a modelling method to project for
viewability of ads served
No use of projection for viewability.
Reports viewability only for those
impressions it measures.
Compliance with Reconciliation Guidelines
100 milliseconds min
snapshots
Yes (audit in process) Yes (self reported) Yes (audited) Yes (self reported)
No “count on decision”
served ads
Yes (audited) Yes (self reported) Yes (audited) Yes (self reported)
Processing order,
processes applied
Yes (audited) Yes (self reported) Yes (audited) Yes (self reported)
Disclosure of Ad vs.
ad container
Yes (audited) Yes (self reported) Yes (audited) Yes (self reported)
Account for out of
focus tabs
Yes (audited) Yes (self reported) Yes (audited) Yes (self reported)
MRC Viewability Results for 3MS related standards
Audited vs Self Reported
Source: Media Rating Council
http://mediaratingcouncil.org/101614_AdVerification%20disclosures%20PostReconciliation.pdf
© comScore, Inc. Proprietary. 22
Audited vs self-reported compliance
can account for discrepancies
© comScore, Inc. Proprietary. 23
Joint Industry Committee for Web Standards
UK & Ireland (JICWEBS)
Content
Verification
Principles
(Brand Safety)
Viewability
Principles
Fraud
Principles
(New)
Digital Trading
Standards
Group
(DTSG)
Audio Visual
Census
Metrics
(BARB)
Web Analytics
Standards
for Census
Data
© comScore, Inc. Proprietary. 24
ABC UK issues first industry report into online ad viewability
“It is crucial that advertisers and
agencies know what they are
buying into and that the product
owners demonstrate their
willingness to be independently
certified.”
- Jerry Wright, Chief Executive, ABC, Nov 2014
© comScore, Inc. Proprietary. 25
Percentage viewable when served:
Can the product measure what % (in whole percentages) of the content's area was in view at the
time of measurement? Could the content ever be seen?
Average percentage viewable over a defined measurement period (e.g. hour, day, week):
Can the product measure what % of the content space was in view over how long?
This average should be measured in units of whole seconds, during which the content must be
continuously viewable.
A minimum "opportunity to see" should include thresholds on both continuous time and % of
content area. Optionally, the product may also report on cumulative viewability.
JICWEBS – Viewability Product Principles
© comScore, Inc. Proprietary. 26
Standard measurement language: Can the product report on just variable 1 or
both variables 1 and 2 above?
Measurement and asset render requirements:
Where this can be determined the testing programme must make clear at what
point the measurement of viewability occurs in relation to asset render, i.e.
whether pre, during or post delivery of the content creative.
If this cannot be determined that fact will be clearly stated.
It is recognised that Flash content, may take a comparatively long time to render
in a browser.
JICWEBS – Viewability Product Principles
© comScore, Inc. Proprietary. 27
Verify whether a product is capable of counting "viewable impressions" in
relation to the above principles.
For this purpose:
Capable is defined as once configured; the product consistently measures and
reports as declared under a variety of scenarios during the period of testing in
the test environment.
Render is defined as the point at which the creative message is available to
view, following the principle of 'opportunity to see'.
The ultimate objective of ABC’s test programme:
© comScore, Inc. Proprietary. 28
ABC Viewability Results – Nov 2014
comScore offers complete measurement of viewability comScore Results
Did the product perform as expected in the following scenarios?
Browser and
OS
1. Ad is in view but
served within
multiple cross-
domain IFRAMEs
2. Browser window
is moved off
viewport
3. Page is scrolled
away from ad
4. Browser is
resized so that less
than 50% of ad is
visible
5. Page carrying ad
is opened in a
hidden page
6. Page carrying ad
is opened in a
hidden tab
7. Page carrying ad
loses focus
Firefox
Windows Yes Yes Yes Yes Yes Yes Yes
Chrome
Windows Yes Yes Yes Not tested Yes Not tested Yes
IE8 Windows Yes Yes Yes Yes Yes Yes Yes
IE11 Windows Yes Yes Yes Yes Yes Yes Yes
Safari MacOS See note* Not tested Yes Yes Not tested Not tested Not tested
*comScore advises that for impressions served via cross-domain IFRAMEs in Safari, comScore uses placement-level projection techniques to estimate viewability for this browser in the Audience module of validated Campaign Essentials™.
“Not tested” shows where a particular test, in a particular browser, was not possible due to technical limitations in the test ing and should not be considered a technical limitation of the product being tested.
Source: ABC
http://www.abc.org.uk/Documents/Viewability/ABC_ViewabilityReport_Nov14_FINAL2.pdf
© comScore, Inc. Proprietary. 29
ABC Viewability Results – Nov 2014
Proves comScore’s robust in-view capabilities Did the product perform as expected in the following scenarios?
Browser and OS
Product
1. Ad is in view but
served within
multiple cross-
domain IFRAMEs
2. Browser window
is moved off
viewport
3. Page is scrolled
away from ad
4. Browser is
resized so that less
than 50% of ad is
visible
5. Page carrying ad
is opened in a
hidden page
6. Page carrying ad
is opened in a
hidden tab
7. Page carrying ad
loses focus
Firefox
Windows
comScore Yes Yes Yes Yes Yes Yes Yes
DoubleVerify Yes No Yes Yes No Yes Yes
Integral Yes No Yes Yes No Yes No
Moat Yes Yes Yes Yes Yes Yes Yes
Chrome
Windows
comScore Yes Yes Yes
Not tested¹
Yes
Not tested¹
Yes
DoubleVerify See note2 No Yes No Yes
Integral Yes No Yes No No
Moat Yes Yes Yes Yes Yes
IE8 Windows
comScore Yes Yes Yes Yes Yes Yes Yes
DoubleVerify Yes No Yes Yes No No Yes
Integral Yes No Yes Yes No Yes No
Moat Yes Yes Yes Yes Yes Yes Yes
IE11 Windows
comScore Yes Yes Yes Yes Yes Yes Yes
DoubleVerify Yes No Yes Yes No No Yes
Integral Yes No Yes Yes No Yes No
Moat Yes Yes Yes Yes Yes Yes Yes
Safari MacOS
comScore See note3
Not tested¹
Yes Yes
Not tested¹ Not tested¹ Not tested¹ DoubleVerify See note2 Yes Yes
Integral Yes Yes Yes
Moat Yes Yes Yes
Source: ABC
http://www.abc.org.uk/Documents/Viewability/ABC_ViewabilityReport_Nov14_FINAL2.pdf
1. “Not tested” shows where a particular test, in a particular browser, was not possible due to technical limitations in the testing and should not be considered a technical limitation of the product being tested.
2. DoubleVerify advises that for impressions served via cross-domain IFRAMEs in Chrome and Safari, DoubleVerify uses statistical placement-level modelling to estimate viewability. For this test, for these browsers, DoubleVerify provided reporting at the aggregate level only, and the results were within
tolerance of the expected level.
3. comScore advises that for impressions served via cross-domain IFRAMEs in Safari, comScore uses placement-level projection techniques to estimate viewability for this browser in the Audience module of validated Campaign Essentials™.
© comScore, Inc. Proprietary. 30
JICWEBS Phase 2 and Phase 3
Phase 2
Standard vs Enhanced NHT – reporting
Phase 3
Granularity of measurement testing
Best practice implementation guidelines