Viewability in the Realm of Programmatic Advertising - eMarketer
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Viewability in the Realm of Programmatic Advertising

April 15, 2016 | Mobile | Marketing | Social Media | Advertising

Scott Braley
General Manager, Programmatic Advertising

Programmatic, social and mobile advertising have led to new controls and worries when it comes to viewability in the UK, according to Ooyala, a global ad-serving firm tracking viewability metrics as well as providing sell-side programmatic platforms to marketers. eMarketer’s Sean Creamer spoke with Scott Braley, Ooyala’s general manager of programmatic advertising, about how marketers are using programmatic, social and mobile to bolster viewability.

eMarketer: Is viewability a concern when marketers are engaging in programmatic advertising?

Scott Braley: Viewability is universally a concern across any style of buying, including programmatic. Marketers can signal off of demand-side platforms to tailor and optimize for viewability easily through programmatic.

They want to understand viewability across both their direct and indirect buys—in other words, direct or programmatic buys. This way they have more control and capabilities [at the ready] to optimize for better viewability with programmatic.

eMarketer: Is there a particular style of programmatic that would be more suited to ensuring that an ad is viewed and is not fraudulent?

Braley: All supply stores have a duty to curate their inventory and ensure that there isn’t ad fraud that’s artificially propping it up. When marketers are looking to enter a private programmatic marketplace, carving out viewability as an important segment criteria makes a lot of sense.

“When marketers are looking to enter a private programmatic marketplace, carving out viewability as an important segment criteria makes a lot of sense.”

eMarketer: How is viewability defined in the UK?

Braley: The standard definition has been the ad must be 50% in-view for at least 2 seconds. But the bigger issue is that there are different marketers who have taken it upon themselves to say, “For my particular marketing objectives, I don’t feel that 50% of the ad is enough. I don’t feel that 2 seconds is enough.”

eMarketer: Do you believe social media has increased viewability?

Braley: When people do a quick scroll through a newsfeed, marketers are asking how quickly consumers are scrolling through content. If it’s an audio play ad with the audio off, I might not consider a quick scroll through the newsfeed to be an accurate view based on that fast-scrolling behavior and limited screen space.

Social media is measured differently because the environment is not the same. It’s a different user experience; therefore, there’s different requirements for in-feed.

eMarketer: Are there specific methods marketers will put into play for mobile device viewability?

Braley: When you get into mobile, and in-app in particular, there’s a perception that in-app inventory is always viewable, and that’s not necessarily the case. In-app inventory is usually more viewable because interstitial ads, or pre-rolls, are typically embedded in the app content and are scaled to the screen, and there’s not a lot of scrolling in most app environments. Mobile app supply is something that you would buy more of if viewability was a top metric that you were worried about.

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